eCommerce fashion company was struggling to understand its primary audience, making it a challenge to effectively convert and retain customers.
Campaign Creators now has five HubSpot Accreditations! 🏆
Campaign Creators now has five HubSpot Accreditations! 🏆
eCommerce fashion company was struggling to understand its primary audience, making it a challenge to effectively convert and retain customers.
An eCommerce fashion company needed the expertise of a digital marketing and eCommerce agency. One that could deliver a comprehensive strategy to optimize their existing campaigns and implement new, automated flows to enhance the customer journey. Enter: The Campaign Creators team.
This eCommerce fashion company has more than 20 years of experience in the fashion industry and a significant global presence, serving thousands of customers worldwide. The brand’s mission is to design dresses that are both trendy and timeless, serving women of all shapes and sizes with hundreds of styles and custom fitting.
Despite its history and strong market presence, they faced several challenges in its digital marketing and eCommerce efforts. The brand struggled with a lack of understanding of its customers, resulting in an unclear customer profile that made it difficult to engage effectively with their target audience. Without a clear picture of who their shoppers were, the brand's marketing efforts relied primarily on discounts. While this strategy may have temporarily boosted sales, it did little to build long-term customer relationships.
Similarly, the brand's lack of customer insight and operational skills further exacerbated their eCommerce challenges. Without an understanding of their customer base, the company was unable to create targeted marketing strategies or develop seed users who could act as brand ambassadors.
Email marketing campaigns—including foundational ones such as Abandoned Cart, Welcome Series, and Repurchase flows—were triggered manually rather than being automated, focused on pushing discounts rather than fostering a connection with the audience, and were altogether not yielding the desired conversion or repurchase results.
To transform the brand's email marketing from a discount-oriented approach to a relationship-building tool, effectively increasing conversion and repurchase rates, Campaign Creators needed to rethink and realign the brand’s campaigns and customer journeys.
We needed to strategically use email as a channel to communicate with website visitors and ultimately drive them to convert on the site. To do so, we created campaigns based on where website visitors and existing customers were in their buyer journey:
By reaching customers with highly targeted messaging relevant to where they are, we aimed to increase conversions and gather more data in the company's database—helping the brand learn more about its shoppers to further personalize future communications.
To address this eCommerce fashion company’s digital marketing challenges, Campaign Creators implemented a comprehensive email solution. Focusing on creating and updating evergreen email campaigns, we worked together to optimize customer engagement and conversion rates with targeting and timely messaging, personalized dress recommendations, and leveraging ​​Klaviyo’s powerful email automation capabilities.
Welcome Series: We revamped the Welcome Series design to introduce new subscribers to the brand, its products, and custom services. This flow aims to convert new subscribers into customers and encourage repurchases. The audience is segmented into two groups: new subscribers who hadn’t purchased from the brand and those who had. Tailored messaging for each group ensures relevant and engaging content.
Abandoned Cart: To increase the conversion rate from "Added to Cart'' to "Purchase Complete," Campaign Creators enhanced the Abandoned Cart flow. The goal was to prompt website visitors to complete their purchases after abandoning their carts. The email series not only serves as a reminder but also educates the leads on the brand’s unique selling propositions (USP), emphasizing why purchasing from them is the best option. The flow also reduced the time between cart abandonment and the first reminder email, making the nudge more timely and effective.
Thank You: The new Thank You flow aims to decrease customer service inquiries by providing comprehensive post-purchase information. This series combines and replaces the existing Customer Thank You and Product Review/Cross-Sell flows, which were manually triggered and didn’t address the brand’s current KPIs. The updated flow encourages customer reviews and cross-selling, and contributes to a healthier overall customer experience by reducing returns and enhancing satisfaction.
Browse Abandonment: Campaign Creators introduced a Browse Abandonment flow to convert website visitors who browsed products but didn’t add them to their carts. This campaign is designed to increase the "Add to Cart" rate, returning visitors, and overall conversions. By encouraging visitors to revisit and purchase the products they browsed, this flow helps the brand capitalize on previously missed opportunities.
Re-engagement: the company had a significant number of contacts that hadn’t interacted with the brand in over 60 days. The Re-engagement sequence was crafted to boost overall email engagement, revenue, and return on investment (ROI). Additionally, it helps the brand keep its database clean, while ensuring compliance with “white hat” email practices and proper list management.
Win-back: Targeting shoppers who haven’t purchased in four months, the Win-back campaign aims to re-engage these lapsed customers. This flow reminds them of the brand’s exceptional services, products, and brand, encouraging them to return for their next beautiful dress.
By implementing these updated and new email flows, this company can more effectively engage with customers and understand their actions and behaviors. The strategic use of Klaviyo’s email automation tools also helps the brand shift from a discount-driven approach to one that builds lasting relationships with their audience, ultimately increasing conversion and repurchase rates.
In just six months since launching the new and optimized flows, Campaign Creators and this company have already seen a significant lift in the brand’s conversions and additional KPIS.
Compared to the same period in the previous year, overall conversion value on flows has increased an incredible 124.4%. Even more, the segment of customers that made a repurchase in the six-month period since launching the flows increased 48.3%.
The individual flows have also seen strong results. The new Welcome Series showed an increase of nearly 19% in revenue when compared to the old Welcome Series year-over-year. The new Abandoned Cart campaign increased revenue per recipient from $2.08 to $3.06. And the Browse Abandonment campaign generated over $110,000 in the first couple months since launch.
With automated flows in place, the brand can now place more focus on learning its audience and further personalizing its digital marketing communications, rather than having to manually monitor and engage with shoppers—so even more women can have the opportunity to feel beautiful in their dress.
