99% of our clients have e-commerce businesses. They hire emNYC so we can help them increase their sales (aka revenue) via email marketing. The majority of our clients do not engage in any email marketing activity besides collecting emails. In fact, many of them have no idea what a well-setup full-blown email marketing strategy can do to their business.
This case study is a great example of how to get a healthy 7-figure business in trouble in a short period of time. Don’t worry, we’re talking about the kind of trouble that happens when business growth exceeds available capacity and resources to scale. So, the “good” kind.
Alex, the owner, posted a job request on Upwork where I submitted a basic proposal. A few days later we had a skype call during which we briefly discussed his business and his needs. He had heard many good things about email marketing and wanted to implement it in his e-commerce business.
After we agreed on the price and terms of our contract, my team and I rolled up the sleeves and started working on the email marketing strategy for IRC.bio. It was a very interesting experience since Alex’s business operates in a niche industry we knew hardly anything about. It took us a couple of weeks to come up with a strategy and to finalize our approach.
We always commit 100% to each project, and adding more value and over-delivering is the ultimate goal. When we work with e-commerce businesses, we expect to achieve a 10% revenue increase for automated emails and about the same percentage for campaigns (for a total of 20%).
In case you would like an explanation about automated email and campaigns:
Automated emails are the emails which people receive automatically after triggering a preset action or condition. Automated emails are set up once for your business (if nothing major changes about the way you operate), and those emails work for you 24/7. There is no need to send them manually.
Campaigns are one-off emails which you prepare and send out manually. Yes, you can schedule them in advance but the campaign closes after you send it out. That means that a new person who opted into your list will not get this email.
Back to what I was saying. We never guarantee numbers, but in general I like to say that we should increase your revenue by at least 20% with campaigns and automated emails. However, I know that with a well-designed strategy it should be closer to 30%. We had the same expectation for this project. However, we did much better than we expected. The client’s revenue increased by 40% and grew each month. And I am talking about increasing revenue not of a 6-figure business but a 7-figure business.
After the strategy was implemented, we continued monitoring performance and optimizing flows. Alex said we needed to slow down our campaigns as he first needed to fix a problem. As a business owner myself I could relate, however, I did not know what the problem was until he left a testimonial on our site.
Here are the most recent stats from the email marketing platform used by the client. (If you are interested which software it is, it’s Klaviyo – the best of the best email marketing platform for e-commerce).
And below is the screenshot showing how much money we make per each subscriber receiving emails in a certain email flow. Take a look:
You might ask why we need to know how much we make per email receiver on average. This data is important because it gives us an idea of how many more subscribers we need to add to the flow in order to achieve desired revenue. For example, in “02 – Subscribers’ flow we make $2.23 per receiver on average. It means if we want to increase your revenue we need to drive more traffic to your site so people subscribe to your emails. Each new subscriber will bring us $2.33. One way to do that is to run Facebook ads (just as an example, not applicable to this case study) If your lead comes via Facebook, you need to subtract the cost incurred through ads. Let’s say an ad cost was $1.00 per lead. Then your revenue increase per subscriber is $2.33 – $1 = $1.23 difference.
Our work with this client is not done. We monitor their campaigns, flows and optimize every email. I would be extremely happy to see their revenue grow further to 60-70% increase. Now, that’s the kind of problems any business would like to encounter.