Revenue By 57%
With Just 8 Emails
An Email Marketing Case Study
The Client
The client featured in this case study is a UK-based online optician run by a highly experienced optometrist, Ravi Virdee. They’ve been in the prescription eyewear business for 2 years.
After analyzing the email strategy of this eyewear brand, we instantly saw ways to improve their core email automation, ‘Try-At-Home’ Post-Order Flow, for higher revenue. And that’s exactly what happened.
This case study will dive into how our process resulted in greater longevity for this store.
Now, Ravi has more time and revenue to devote to other aspects of life and business.
Mad About Specs
- LocationLondon (Global)
- IndustryEcommerce Eyewear
I’ve worked with marketers that promised the world but didn’t deliver. Marcus is not one of those people.
Ravi Virdee, Director, Mad About Specs
Helping The Client Increase Their Email Revenue
Most of the glasses that leave the Mad About Specs’ warehouse make no money for the company. ‘Try-At-Home’ orders allow customers to try on frames in their own home (for free) before returning them. But the email flow tied into this offer was performing poorly.
‘Try-At-Home’ orders allow customers to try on frames in their own home (for free) before returning them. But the email flow tied into this offer was performing poorly.
Vast amounts of time and resources were spent sending out try-at-home orders that weren’t converting into sales.
Segmentation and Personalization
We dug straight into Ravi’s 20+ years of experience as an optometrist. The plan was to make the try-at-home journey as personal as the high street opticians, with emails focusing on three main areas:
- Educating customers.
- Building anticipation.
- Making targeted offers.
Segmenting recipients meant that we could send highly targeted messages. Presenting the same emails and offers to every customer wasn’t cutting it. We needed:
- Relevant social proof.
- Relevant offers.
The discounted offers, shown only to those who weren’t likely to buy, were paired with educational emails promoting upsells.
The Results
Despite the increase in discounts, the revenue per recipient increased by £0.67. The new try-at-home flow brought in 7x more revenue than the old flow.
With this, revenue from email increased from 32% to 68%, bringing the total revenue up by 57%.
If any other company were receiving 68% of revenue from email (and a 57% revenue increase from 8 emails), we’d say something is amiss with other areas of their marketing.
Despite the increase in discounts, the revenue per recipient increased by £0.67. The new try-at-home flow brought in 7x more revenue than the old flow.
Because Mad About Specs is focused on one core offer, driven almost exclusively by email, the next step is to optimize this flow to make that number even higher.
Now, Ravi has more breathing room and revenue to focus on other areas of life and business.
