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Resurrecting Engagement: Transforming Email Marketing.
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Project overview
Lillicoco faced diminishing returns from its email campaigns, with falling subscriber numbers, low open rates, and decreased revenue.
Challenge
To rejuvenate the email marketing efforts, aiming to increase engagement, retention, and revenue.
Strategy & Execution
Enhanced Segmentation:
Implemented robust segmentation based on customer behaviour and history, shifting from generic blasts to targeted communications.
Rebranding and Acquisition:
Transformed the email list into 'The Vault,' offering exclusive benefits. Expanded acquisition tactics through pop-ups, social media integrations, and paid campaigns.
Phygital Integration:
Included QR-coded leaflets in order shipments to link physical purchases with digital subscriptions.
£4,150
avg. revenue from per email campaign Q4
32%
of total rev attributed to email automation in Q4
28%
Subscriber growth rate YoY
Results
- Improved Engagement: Open and click-through rates increased due to more personalised and relevant emails.
- Revenue Contribution: Email marketing drove 32% of total sales from August to September 2021.
- Enhanced Retention: New strategies and personalised follow-ups boosted customer retention.
Conculsion
The strategic overhaul of Lillicoco’s email marketing significantly increased its effectiveness, making it a key revenue driver and enhancing customer engagement and retention.
This case study exemplifies how targeted efforts and strategic enhancements in email marketing can lead to substantial business growth.
