Aren’t you happy to have proof that Branding Emails are responsible for a revenue increase? 🤗
The fact is, every marketer knows the importance and value of having a solid brand. It isn’t easy to express the impact a brand has on the overall revenue.
In this case, we can see the remarkable impact adding a few branding and content marketing emails had on the YoY revenue.
Background of the Branding Emails Case Study
Disclaimer: Due to NDA obligations, we can’t disclose the brand’s name, but we can share what we’ve done and how we affected the brand’s digital revenue in case.
We asked permission to publish these results under the condition of not identifying the original brand.
Disclosure: The brand has been working with us for three years and a half, but only in the last year and two months have they granted us access to the e-commerce email and automation process.
Up to that moment, we were working solely on other sub-brands’ newsletters and regular messaging.
Previous Status and Analysis
As you could expect, most of these emails were transactional and purely shopping focused.
- The typical daily email with the promo list and new comings to the online store;
- The transactional emails with the vital information related to the purchase, as well as the cart recovery and other automation;
- The usual birthday emails and inactivity recalls.
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When we analysed the metrics and results, even though they had a considerable profit of millions of pounds per year, it seemed limited only to repeatedly pitching new or upselling products.
Right now, we can only base our suggestions on previous work and results that we achieved with similar online stores.
The most considerable risk we could have is to damage or hurt the brand’s current growth evolution. So, our attention to the brand’s KPIs (Key Performance Indicators) was constant.
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Hypothesis Creation for Better Results
So, we argued that it only made sense to start creating a few content value-added emails as well. This way, the Brand isn’t only focusing on selling but also on caring for their customers’ well-being.
So the idea wasn’t to change the current strategy of the previous ones since it was already working fine. We just tampered with a few things according to best practices but avoided changing a great deal.
Branding Emails Implementation for E-commerce
Instead of just sending the same old pitching, new purchases or showcasing new products, we focused on producing content marketing emails that serve the brand purpose and values.
We haven’t stopped the regular ones. We just added a few more brand emails to the mix.
Some Examples of Email Topics Used:
- Why [Brand] chose to use sustainable products instead of getting a lower-priced product;
- Company values and pledges;
- Tips to help their customers find solutions for related topics with their products;
- What's the refund policy, and what they should do if something arrives in not-perfect conditions;
- and much more...
Think about it.
We’re not referring to emails about how your products or services are amazing. The idea is to provide valuable tips and insights on how to improve their lives on things they use your products.
For instance, if the product was a sports bra, what sort of care should they do after the workout to keep it like new for a more extended period?
If you sell sunglasses, you could send emails about what we should do to protect ourselves from the sun. Explain the benefits of sunscreen protectors, and drink lots of water, among other valuable tips.
It shouldn’t always be about your products to feel that you’re genuinely caring about your customers. After all, happy customers, happy business, right?
Final Results of the Branding Emails Approach
When we analysed YoY (Year-over-Year) comparison, it was clear that the strategy paid off.
Here are a few of the results we got comparing both years:
- 452% YoY revenue increase;
- 167% YoY engagement raise of all emails;
- 315% YoY Click Through Rate increase;
- Natural customer data enrichment based on segments of interest;
- Personalised Campaigns based on data enrichment;
- Customer Satisfaction Surveys with positive reviews raise;
Final Conclusions: E-commerce brands shouldn’t focus their communication channels solely on selling. Thinking about what your customer would find valuable will produce better results overall.
When we have better engagement in one set of emails, the others will benefit from the deliverability algorithm and other signals.
Final Tips: Finding how to make your customers’ lives easier or solve the problems related to what your products or brand stand for will influence how they perceive your brand.
Produce content that your audience love, and all your emails will benefit from that perception.
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