Email marketing

Learn more about how I helped this e-commerce retailer transform their email communications through audience segmentation.

Situation

E-commerce retailer Coverstore was sending biweekly promotional emails to their subscribers, and wanted to increase website traffic and conversion rates from their email marketing campaigns.

I evaluated their customer lifecycle, identified high-impact opportunities to email customers based on website engagement behavior, and developed an email segmentation strategy.

Solution

I wrote copy for multiple email campaigns targeting specific customer segments and touchpoints throughout the customer journey. Here are some examples:

Welcome email for new loyalty program sign-ups. View the email >
An email to new customers after their first purchase, encouraging a second purchase. View the email >
Automated email for customers who requested a material swatch sample but still have not made a purchase. Click to view Email 1 | Email 2
Automated email campaign for customers who added an item to their shopping cart, but did not complete their purchase. View the emails >

Results

Coverstore’s email program saw significant growth in conversion and engagement:

Revenue from the email channel nearly doubled over the prior year!
Existing email campaigns that received a copy refresh saw a 1% increase in conversion rate.
Email unsubscribe rates decreased by 1%.