An 83% Open Rate
and a 51% Click Rate
An Email Marketing Case Study
The Client
The client featured in this case study supplies water-saving showerheads, filters, and unique aromatherapy shower capsules. Dedicated to providing customers with a spa-like experience from the comfort of their home, their showerhead’s patented technology can reduce water consumption by up to 75%. Their luxurious yet eco-friendly approach has garnered a broad customer base after a large-scale TV appearance – and they continue to revolutionise the shower market.
This eco-friendly shower store had never truly explored the power of email marketing – and was missing out on a load of revenue-boosting potential.
Their revolutionary products brought something unique and exciting to the market, with luxury and eco-friendly designs leading their range. We recognised something special here and knew that targeted email flows could take their revenue, customer relationships, and lifetime value to brand-new heights.
And that’s exactly what we achieved for our client.
Cirrus Shower
- LocationFrance
- IndustryBath & Shower
Very happy working with Send with Purpose, who took time to really understand our products and customers. We’re looking forward to doing more with Send with Purpose.
Pierre RegnaultCEO, Cirrus Shower
Increasing the Client’s Engaged Subscribers and Click Rate
Before we came on board, this store had barely scratched the surface of email marketing.
They occasionally sent sale and product-focus campaigns, but flows were non-existent. As result, they weren’t close to achieving the email engagement they had the potential to generate.
They occasionally sent sale and product-focus campaigns, but flows were non-existent. As result, they weren’t close to achieving the email engagement they had the potential to generate.
Our client was seriously missing a beat through no fault of their own. After a hugely popular TV appearance resulted in a sudden influx of new customers, they didn’t have the spare time to dedicate to email marketing.
Despite email having the power to generate a massive ROI, it had to take a back seat – and this store was unable to explore and benefit from its potential.
That’s where we come in.
Email Flows and Segmentation
One major aspect immediately jumped out upon investigating our client’s existing email account.
A total lack of automated flows.
Failing to implement any form of email automation meant our client was seriously missing out on crucial revenue; they were essentially leaving stacks of money on the table.
Failing to implement any form of email automation meant our client was seriously missing out on crucial revenue; they were essentially leaving stacks of money on the table.
But, by making flows a core component of their email marketing process, we knew we could achieve multiple benefits for our client. Including:
- Boosting customer relationships by welcoming new list members with a novel welcome series.
- Recovering a bunch of lost sales from cart abandoners – and significantly increasing revenue as a result.
- Encouraging follow-up sales with repeat purchase flows while boosting customer loyalty and their store’s lifetime value.
A Welcoming Start
Having crafted multiple flow types for previous clients before (including abandoned cart, browse abandon, and welcome series emails), we had the experience to not only create these automations – but knew how to make them unique and relevant to our client’s target audience.
We began with a welcome series.
All 6 emails of this flow had their purpose and differed from the usual generic welcome sequences.
Instead of just focusing on our client’s welcome offer (a 15% discount), we put a lot of emphasis on education as the series continued.
Our subject lines and email content gave recipients something different in their inboxes. This sparked interest and generated consistently above-average open rates and click rates.
Some of our focuses included:
- Myths of saving water
- Benefits of showering in filtered water
- How to use and install a water-saving showerhead correctly
Achieving an average open rate across all six emails of 58% (the highest being 83%), we knew we’d tapped into something relevant and interesting to our client’s target audience.
The unique and pioneering nature of this store’s products makes them intriguing. New customers are likely to have questions about their product’s function and benefits before purchasing. This made educational emails even more crucial and relevant.
New customers are likely to have questions about their product’s function and benefits before purchasing. This made educational emails even more crucial and relevant.
Our client was single-handedly building better relationships with their target audience due to this welcome series.
Instead of sending a single discount email and disappearing into the dust, this store now shows greater care and interest in new list members. Stronger brand trust is built, with purchases being made even after the initial offer email.
But this was just the beginning.
What’s Next?
A compelling welcome series is crucial for any eCommerce store. But without an abandoned cart flow, our client won’t be able to maximise the potential of email automation.
Up to 88% of online shoppers abandon their carts, a big problem across the entire eCommerce industry. Abandoned cart email flows are essential for recovering these lost sales.
We got to work crafting an intricate abandoned cart series – with multiple splits dependent on which products had been left behind.
Otherwise, you’re just leaving money lying on the table (while your cart abandoners make their purchases elsewhere.)
So, we got to work crafting an intricate abandoned cart series – with multiple splits dependent on which products had been left behind.
The Power of Segmentation
Instead of creating a single series of abandoned cart emails, we went further.
Product segmentation instantly boosted relevancy and open rates, with the first email reaching 72%.
The average abandoned cart email open rate is sitting at 41.8%. But all our client’s new cart abandonment emails achieved higher than this.
So, what exactly did we do?
We knew our client’s best-selling products and created separate abandoned cart emails for each item.
Those who had abandoned a complete shower set (with the showerhead and water filter) would receive an email focused on this product.
And those who had abandoned our client’s unique aromatherapy shower pods received an email focused on this product instead. And so on.
Because of this segmentation, we can have more targeted content for each cart abandoner entering the flow. This includes addressing the most relevant objections and highlighting the benefits of each item.
Such targeted specificity took this store’s lifetime value to new heights and achieved consistent above-average open rates and impressive click-throughs.
Not to mention recovering thousands of dollars worth of sales that would have been lost!
The Future
Since we overhauled our client’s email marketing process and introduced a welcome series and abandoned cart flow, open rates and overall engagement have skyrocketed.
Our client is now experiencing the true power of email automation, essentially making money while they sleep.
Our client is now experiencing the true power of email automation, essentially making money while they sleep.
We consider these two flows a pioneering step in improving the lifetime value of their store.
Now, they can focus on developing their eco-friendly and luxury products, without having to worry about finding spare hours for emails.