"Braving the Elements: Advancing Outdoor Apparel Brand Success through Dynamic Email Marketing

In four months, we increased the email marketing revenue of our client's outdoor apparel brand from 33% to 50%.

KEY ACHIEVEMENTS

• There was a 50% increase in email revenue.

• An additional $500K in revenue was generated in just 4 months.

BRAND STORY & CHALLENGES

The reason why the client approached us was that he believed that their existing email flows were not performing to their fullest potential. Additionally, the client wanted to establish genuine connections with their subscribers while optimizing their back-end revenue.

Just a quick clarification: The client's current email flows were already producing approximately 25-30% additional revenue from emails, indicating they were doing quite well. This serves as further evidence that even if you believe your emails are already top-notch and cannot be significantly enhanced...

The reality is...

There is always room for improvement. There are always ways to make them even better.

Initially, our approach was to evaluate what was already effective for our client and identify areas for improvement.

Prior to invoicing anything, we conducted a thorough review of the client's store.

We concluded that their email flows effectively addressed straightforward opportunities such as abandoned carts and post-purchase upsells. However, we believed that by incorporating additional touchpoints and making a few adjustments, we could attain exceptional results.

When executed correctly, email marketing can be an incredibly potent instrument in your marketing toolbox.

BEFORE

• We only established email flows, without creating any campaigns.

• As a result, there was a 33% increase in revenue generated from emails.

AFTER

• We improved the flows by integrating rapport-building elements.

• Additionally, we implemented 15 monthly email campaigns segmented for optimal targeting, established structured sales events every month, and designed well-segmented popups that we optimized monthly.

• As a result, there was a 50% surge in revenue generated from emails.

HOW WE HELPED

Our approach involved collaborating with the client to develop a strategy that incorporated brand-building emails into their existing successful flows. Once this was accomplished, we commenced managing their email campaigns, which included a combination of content-focused emails and periodic promotions.

To effectively connect with the target audience of this brand, we needed to use language that resonated with them.

To ensure this, we handpicked a copywriter from our team who is passionate about hiking and outdoor activities. (Fortunately, having access to several exceptional copywriters on our team made this feasible.)

We have a 10-step checklist that we utilize when onboarding new clients, which includes:

1. Establishing clear expectations.

2. Defining current status and desired outcomes within 3-6-12 months.

3. Analyzing previous successes and areas for improvement.

4. Clearly identify the target audience.

5. Aligning with the preferred tone of the copy.

6. Agreeing on a design template that satisfies all parties.

7. Conducting A/B testing as much as possible.

8. Optimizing email deliverability to prevent emails from being flagged as spam.

9. Providing frequent updates and reports.

10. Establishing specific deadlines for deliverables

THE END RESULTS

• The Black Friday opening email was the campaign that generated over $10,000 in sales.

• We have observed that simple content emails without any promotional agenda or calls to action can often perform better than promotional emails. For instance, the last one brought in $3,624.22 in revenue.

• Our content covers a diverse range of topics, including travel packing tips, the best mountains to hike in Asia, and how to travel with friends without ruining friendship. We collaborated with the client and their team starting in August, and within four months, we were able to increase their email marketing revenue from 33% to 50% per month.

Some companies tend to ignore open rates and mask them with the justification that they prioritize sales rather than opens.

In email marketing, the two most crucial metrics are revenue and inbox rate.

Revenue is a vital short-term metric that covers expenses, such as bills, supplier fees, product costs, and even company perks like a jacuzzi. However, if you solely prioritize revenue and solely send promotional emails, it can quickly result in alienating your audience.

If you focus solely on sales, your email communications will become predictable, and your subscribers may begin to associate your company with incessant sales pitches. That is why it is crucial to prioritize content and build trust with your audience.

By balancing promotional emails with content emails, you can keep your subscribers engaged and curious. When you do send a promo or a Black Friday sales email, it won't feel overwhelming because you've already provided them with value through previous content emails. This means that they will be more receptive to learning about product features, such as how it is made of linen or is fully waterproof.

Currently, we strive for a content-to-sales email ratio of 60-40 or 70-30, respectively. We also employ this strategy for our client's outdoor apparel store.