How I helped a brand increase its email revenue by 342% in 3 months

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Subject: How I helped a brand increase its email revenue by 342% in 3 months

This April, I started working with a supplement brand struggling with low email revenue.

In just 3 months I increased their email revenue by 342%...

All without constant sales and discounts.

Here's how.

When I started working with this brand, they had a strong foundation.

They were already doing $800k a year, and their emails weren’t terrible.

However after auditing the brand, I realised they had a major flow: customer lifetime value was extremely low.

Creating an email funnel that promoted return customers suddenly became a priority.

This extra profit could push the brand over its $1 million a-year target.

To achieve this goal I focused on 4 major areas:

1. Overhauled the welcome sequence

2. Introduced new weekly campaigns

3. Segmented the audience

4. Transformed the post-purchase flows

Here’s a breakdown of each.

1. Welcome Sequence Overhaul

The welcome sequence wasn’t bad, but it was also nothing special.

It had 2 simple emails and copied what many other brands do.

"Here's your discount" followed by a "Welcome to the brand family" email.

In short, it wasn’t doing enough.

Here’s what I did:

I started by re-writing the two emails that the brand already had.

The first focused on simply thanking the reader for signing up and offering a discount.

The second introduced the brand and why they could benefit the reader.

After rewriting these I created 4 new emails.

The first highlighted a customer story and several reviews.

The second was a discount reminder.

The third introduced the USP of the brand (In this case their manufacturing process).

The fourth was a final discount reminder.

In total the welcome sequence now had 6 emails.

And within a month, welcome sequence revenue was up by 87.84%

This was a great early win, but there was still a lot of work to do.

After revamping the welcome sequence I started with number 2:

2. Introducing New Campaigns

While the brand was sending campaigns, they weren’t performing very well.

This was down to two reasons:

Campaigns weren’t regular enough.

People weren’t interested in the content.

As a result something needed to change.

The first thing I did was brainstorm what could be improved.

After a quick call, I introduced 2 new campaigns a week.

The first would be a recipe that would include products sold by the brand.

The second would be an ingredient breakdown.

And every other week, the brand would mention a customer story.

This very quickly made a significant impact on email revenue.

Within weeks total email revenue increased from less than 6% of the brands revenue to almost 20%.

And even better, open rates had increased to over 60%.

After introducing new campaigns I introduced audience segmentation.

This leads me to step 3:

3. Segmenting The Audience

A major mistake I see brands make is sending every email to their entire list.

This not only leaves a significant amount of money on the table, but it can damage deliverability due to unengaged audiences.

The first thing I did was create an audience of “Top Buyers.”

This was a list of the top 10% buyers over the last 60 days.

These buyers were sent exclusive emails and bundles to increase their lifetime value.

I also created an audience of unengaged buyers.

These were individuals who had purchased in the past but hadn’t bought anything for the last 120 days.

This audience was sent a short email asking if the brand could do anything better.

Which was shortly followed up by a discount.

The final segment I created was for audiences that were engaged but not buying.

Here, I created an email sequence with incentives to make a purchase.

Sales throughout each segment grew dramatically, and I also discovered several objections from unengaged buyers.

These objections were addressed in other emails I've created recently.

4. Post Purchase Flows

After the new Welcome Sequence, the Post-purchase flow was a priority.

Before I started it only had a single email and was one of the worst-performing flows.

After completely re-writing the first email, I added four more.

The first informed the customer of what to expect when their package arrived and how to get the most out of their order.

The second informed the customer of the benefits of the product by breaking down ingredients.

The third addressed any potential concerns the customer had.

The fourth added a cross-sell for similar products.

After implementing this new flow, the Post-purchase flow became my client's second most profitable after the Welcome Sequence.

Since making these 4 major changes I’ve implemented a number of additional changes.

And now, email revenue accounts for over 31% of the brand's revenue.

They've also hit their initial target of $1 million a year almost 3 months early.

Feel free to use this strategy for your own clients.

Or if you run an ecom store and want similar results, drop me an email and we can have a chat.

Have a great week,

Copy “Optimizing Your Emails” Maverick

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Subject: How I helped a brand increase its email revenue by 342% in 3 months