Clearing the Smoke: A Case Study on Igniting Vaping Brand Growth through Impactful Email Marketing

Email marketing alone generated a total of $540,000 in revenue.

KEY ACHIEVEMENTS

• Emails generated a total of 35% of the store's revenue.

• In one year, the revenue generated from emails was $547,358.

BRAND STORY & CHALLENGES

Our customer functions within the vaping industry in North America. They came to us with satisfactory website traffic and a consistent revenue stream. Nevertheless, their email open and click-through rates were significantly low.

What they asked for was a completely new email marketing approach that could generate more revenue, enhance customer retention, and expand their email list. The subsequent case study in email marketing for e-commerce demonstrates the tactics we employed to achieve these objectives.

The primary obstacle to operating in this realm of e-commerce turned out to be the legal limitations on vape advertising. Our clients were at risk of losing their licenses if they used inappropriate messaging.

We made certain that our client was fully compliant with the law without compromising their revenue. In reality, their email marketing study illustrates that the proportion of revenue generated from emails increased by more than 25%.

BEFORE

The email configuration was very simple, consisting of only one abandoned cart flow and one welcome flow.

In February 2020, the daily average open rate was below 13%, and emails contributed to less than 10% of the total store revenue.

BEFORE WORKING WITH US

AFTER

We established 5 automated email flows, resulting in a daily average open rate of 43.1% in June 2020.

Emails also accounted for 35% of the total store revenue, generating over $540,000 in the past year.

4 MONTHS AFTER WE SET UP EMAIL FLOWS

HOW WE HELPED

Email flows are a crucial component of any e-commerce email marketing case study. Initially, our client had only two email flows in place - one for abandoned carts and one for welcoming new subscribers. To optimize conversions and establish a revenue stream that runs on autopilot, we created five straightforward yet effective email flows.

We revamped the Abandoned Cart Flow, making it one of the most effective and highest-converting flows available.

We enhanced the Welcome Flow for users who subscribed through pop-ups, resulting in a more effective email flow.

Here are the flows that we created from scratch:

The Browse Abandonment Flow aims to engage website visitors and provide them with a second chance to convert.

The New Customer Flow has one of the highest open rates, so we made sure to make their post-purchase flow as enticing as possible.

It's a common error in e-commerce to use the same flow for both Welcome and New Customer sequences, despite targeting different audiences. Therefore, we ensure that each segment has unique incentives to optimize conversion rates.

To boost customer retention, our client requested a Returning Customer Flow that acknowledges and rewards loyal customers.

It usually takes around 3-4 weeks to establish a set of efficient email flows. Once set up, the results can be observed within a few months.

During Spring, we established our client's email flows. By June 2020, the open rates had surged to 43.1% with a click rate of 8.80%.

Email flows are a reliable way of generating revenue automatically, and you can even extend beyond the essential five flows. Check out other email marketing case studies for ideas on additional flows.

In October 2020, we initiated the process of setting up campaign emails. In the next email marketing campaign case study, we will discuss various types of content emails and our most effective tactics for increasing click rates.

Campaign emails are classified into three categories:

1. Trust:

These are communicative emails that promote interaction between the brand and the customer.

2. Content:

These are more extended emails that discuss topics relevant to the store, such as vaping in this instance.

3. Sales:

These emails include sales announcements, product promotions, and reminders.

One of the easiest and most efficient ways to boost conversions is to add two CTA buttons. In this email marketing campaign case study, instead of a basic "SHOP NOW" button, we introduced:

PRODUCT A PRODUCT B

This small adjustment changes the reader's mindset from "Should I click this or not?" to "Which button should I choose?" This is a highly effective method for increasing click-through rates for any e-commerce store that offers multiple products or brands.

CONCLUSION

As evidenced by our client's email marketing case study, we successfully established a highly profitable and automated revenue stream. However, we didn't stop there - we continued to enhance their conversion rate optimization (CRO), boost customer retention, and generate revenue through campaign emails. With the upcoming Q4 2021, we're thrilled to see the continued success of our client's email marketing strategy