Hustler Marketing’s impact on SilverCut’s email stats in a year.
(Comparing May 2020- 21)
Before Silvercut handed us their email marketing service mandate, the store did not have an email marketing program in place. A post-purchase flow was tested but abandoned due to low conversions. The store agrees that they were probably missing a chunk of their revenue by not starting their email marketing program sooner.
“When I started working with Silvercut I knew that their brand had an emotional connect with the customers. That is why we based our whole strategy in trying to touch our customers’ hearts, building a brand and not just offering promotions. We always have to remember that Silvercut wants that every special moment they have can be immortalized and that Silvercut is much more than just a product, the brand really cares about making their customers happy and we need to express that while working on email marketing strategy. “ – Paola, Account Manager, SilverCut
Soon as we were brought in, our team got into high-octave mode and made the store their own. We started from an audit of their current email marketing (none), researching the competition, the industry and the product itself, defining customer personas formed the foundation before we actually started working on creating their email marketing strategy and building out the flows.
At the heart of every great email marketing program lies a technically sound, well-researched and well tested flow strategy. ‘Flows” in email marketing world usually mean a series of automated emails that trigger when a specific action takes place on the store.
Unlike our other stores, where we usually start in a chronological order and build a robust welcome flow, for SilverCut, we started with the Post Purchase flow because keeping recent customers updated and satisfied about their order was a priority for Silver.
We initially started with 5 essential flows and then ramped up to these additional flows within a few months
(May – Dec)
As the store grew from 33,000 subscribers in May 2020 to almost 3x that by April 2021, the contribution of flows increased exponentially.
We went from an average of 8% to an average of 27% flow contribution to overall store revenue within the first 10 months of working with the store. We constantly tested and revised flows as needed. Sometimes with as many subject-lines and creative variation as 5 for a single flow email!
After a while, we also refreshed some of the flows and improved both copy and design. We checked the content, the angles, the offer and number of emails and made improvements and adjustments as needed.
Campaigns’ contribution to store revenue
(May – Dec)
(Jan – April)
1. Occasion Marketing:
Occasions serve as jet fuel for ecommerce stores that focus on giftables. Since most Silvercut jewelry bought as gifts is occasion based, we fully optimised an event calendar to plan content around red letter days. Be it big days like Christmas or Mother’s day or even little-known days like World Puppy Day, National Prom Day and more, we built adorable messaging around all and drove good revenue from these.
For non-event promotions, we used a combination of newsletters full of rich content, storytelling and establishing a deeper connection with the audience. The newsletters were sent as a flow to the whole list based on a few criteria.
Silvercut wants to nurture the customers and send them content that could be useful to them- for example, recipes that can be shared with their pets, body language of the dogs, the behind-the-scene process of, designing the jewelry, tips and tutorials on taking care of Silvercut jewelry, and more.
3. Promos and offers
Even though the store does not rely on heavy promotions to drive sales, frequently playing around with different ways to promote existing discounts helped get us good results. Some of the promo tactics we deployed was offer “free shipping” days instead of flat discounts, and incentivise bulk purchases.
As Silvercut products are usually bought as gifts, we encourage the customers to buy 2 and get a discount. Also, from time to time we have run flash sales high on scarcity to induce a faster conversion.
Silvercut derives an ROI* of 13x from Hustler Marketing which includes a 27% average store revenue from flows and 8% store revenue from campaigns, a stickier and more well-loved brand, a marked improvement in all email marketing indicators.
On our part, Silvercut is a brand that we enjoy working with and take immense pride in building along with the rest of their marketing team.
*ROI is calculated as client’s revenue from email – our fees / our fees
“If you’re not focusing on generating repeat customers you’re most likely leaving up to 30% additional revenue on the table. Email marketing is a great way to re-connect with your customers and keep your brand in the top of their mind.”
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