From Subscribers to Sales: How I Increased Email Conversion by 12%

Learn more about how I helped this e-commerce retailer increase conversion among new email subscribers.

Situation

E-commerce retailer Leatherology had the basics down: a 3-touch automated Welcome email series for new subscribers.

But they wanted to take their email nurture to the next level, for example:

Reducing reliance on first-purchase discounts
Creating urgency to convert
Retaining and re-engaging subscribers who don’t purchase

Solution

I evaluated their email program and performance and gave their Welcome email series a copy refresh.

I worked with their product team to make sure the Welcome email series put its best foot forward for the brand, introducing the core value proposition, best-selling products and categories, and increase adoption of their monogramming add-on service.

We A/B tested different Welcome offers to optimize conversion, and also created a “no promo” email series to run during sales to minimize “discount stacking.”

I also created a content strategy to address repeat subscribers, with dedicated “Welcome Back!” email messaging and implemented the program into the marketing automation platform.

Click to view the Welcome email nurture Email 1 | Email 2 | Email 3

Click to view the Welcome Back email version.

Results

The new Welcome email series was a huge success. Revenue from new email subscribers grew 12% compared to prior year!

I recommended to Leatherology that they review their automated email performance on a monthly basis, and the creative assets on a quarterly basis minimum. That way, they can continue to test, iterate and optimize.