How I Helped Coverstore Nearly Double Their Email Channel Revenue

Learn more about how I helped this e-commerce retailer uplevel their email marketing through audience segmentation and marketing automation.

Situation

E-commerce retailer Coverstore was sending biweekly emails to their subscribers announcing discounts and sales, but they noticed their price-conscious customers were only shopping when a discount was available.

Coverstore wanted to increase website traffic and conversion rates from their email marketing campaigns, especially during non-promotional periods.

They needed a way to convert customers without relying on constant markdowns and discount codes.

Solution

I evaluated their current email channel performance and identified key moments in the customer journey where an email communication could drive conversion.

Coverstore was not using the full power of their email service provider. I identified customer data gaps and how we could automate their email communications to reach customers when they’re ready to buy, based on their website behavior and triggers indicating a high intent to purchase.

We knew that their price-conscious target audience would respond well to discounts, but we used them strategically. We ran A/B tests to determine which offer resulted in the highest conversion rate, and the revenue lift with an offer versus no offer.

I developed a segmentation strategy and reporting structure so we could keep track of results.

I developed the content and wrote copy several new email communications across the customer journey:

– A new, 3-touch Welcome Series to introduce new email subscribers to the brand and product categories, and drive conversion among new site visitors. We also launched unique versions for loyalty program members and repeat subscribers. View the emails >
– A multi-touch, automated Cart Abandon email series for users who add a product to their cart but do not complete their online order. We developed multiple versions to drive urgency, for example, if the product was on sale or low inventory. View the emails >
– A 2-touch email series for customers who requested a material swatch but still haven’t purchased. Click to view Email 1 | Email 2
– A post-purchase email educating customers on how to care for their new product to increase longevity. View the email >
– An annual birthday discount to drive repeat purchases among loyalty program members. View the email >

Results

Coverstore saw significant growth in web traffic, engagement and conversions from their email channel:

– 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%.