Wondering whether email marketing is still worth the investment?
This setup that we implemented for one of our eCommerce clients may help you decide …
9,697
List size
$186,176
Email Revenue
41X
ROI
When Chelsey Jean came on board as a new client we knew we needed to build an effective email strategy and implement the right practices to help this client and her ‘unique’ product.
We very nearly didn’t take this one…
Chelsey would have made most agencies a little skittish in regard to her Facebook Group, ‘Boob CamP’ if they knew anything of random Facebook ad account shutdowns. Especially when her personal ad account had been shut down too. She’s had the group ad account shut down a few times since then (even if they were just “false flag” shutdowns, we KNOW this doesn’t recoup the revenue).
But she was (and still is) a visionary - someone with a tonne of ideas who isn’t afraid to implement them all at once. She’s a risk taker with a huge heart and a positive mindset. We love that about her, and we loved that she helped remind us to take risks too.
When we took her on, we were prepared to not only work on her ad accounts and campaigns, but also do everything necessary to implement an effective email strategy to build audiences and test a range of interest-based targeting for her unique lymphatic massage sequence.
(Because we really do like a good challenge for a good cause.)
And when you have robust email automations set up in your email marketing, it’s like having a 24/7 staff member who never makes mistakes and directly drives revenue.
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We knew people were loving the product, we just knew its unique quality needed the right exposure. We did everything we could to identify, engage, and grow her audience the way anyone can; with the right email automations, strategy and practices in play.
We looked into Chelsey’s customer base, noted how they spoke of their health challenges (and LOVE for Boob CamP). We set up a shiny new ad account for the e-commerce campaigns with a fresh pixel, and a three-stage funnel built out. We launched ecomm campaigns for Chelsey, while monitoring and refreshing her lead generation ad that invites people to join. And we also built up her Youtube Channel in preparation to run ads there.
But more importantly?
We built lookalike audiences from Chelsey’s email base so that we could tell Facebook’s algorithm to “go find more people like this” and tested a range of interest-based targeting.
We set up a robust email marketing campaign to retrieve abandoned carts, build anticipation before BooB CamP live training nights, and get the word out regarding her LymFATics Alive training for holistic health practitioners, and more.
We focused on not only growing her audience, but connecting to them regularly, with the 24/7 staff member who never makes mistakes and directly generates sales: robust email automation. We even implemented ‘Hair Test’ emails to go the extra mile and creatively market her unique range.
And when we took Chelsey Jean’s range to this new audience? Well, the results speak for themselves…
We couldn’t BELIEVE we’d ever hesitated to take her on after seeing these results. We surprised ourselves (okay, only a little) with how effectively the right email campaign, strategy, and overall practices can impact revenue.
Chelsey’s audience not only LOVED the product...
They joined her BooB CamP, brought their friends, and fell in love with their new lifestyle.
And for Chelsey?
Here are the facts:
We worked with a list size of 9,697 (once we were finished growing things).
And keep in mind, ActiveCampaign subscription fee for 12 months, with up to 10,000 subscribers? Around $4500 (a little less when the list was small, but let's think bigger picture here. Yes, it sounds a lot, we know, but stay with us…)
But we worked hard on our email marketing campaign and automations and the results prove the #1 pro-tip when it comes to e-commerce email campaigns: Get them automated already! Even just the foundational work will get your audience growing and the data coming in. But if you go the extra mile, like we did for Chelsey?
You can see these kinds of results…
Store Revenue from October 15 2020 - October 15 2021: $680,125.74
Combined revenue from email automations and campaigns: $186,176.47
Percentage of total revenue generated via email marketing: 27%
ROI for ActiveCampaign subscription: 41 X
And note, the open rates on this account are often only around 15% where we usually don't settle for less than 20%. Chelsey’s not keen to segment the list in the way we recommend. This means the income numbers are conservative in light of what they could be. (But if your email marketing isn’t pulling in 15-20%... or even 30% of your revenue, talk to us!)
When you have robust automations set up in your email marketing, it's like having a couple of staff members working 24/7, who don't make errors, and who directly generate sales.
The results speak for themselves.
Want us to look at how we can help you drive more revenue through email marketing?
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A big secret is that you can bend the world to your will a surprising percentage of the time—most people don’t even try, and just accept that things are the way that they are.
People have an enormous capacity to make things happen. A combination of self-doubt, giving up too early, and not pushing hard enough prevents most people from ever reaching anywhere near their potential.
Ask for what you want. You usually won’t get it, and often the rejection will be painful. But when this works, it works surprisingly well.
Almost always, the people who say “I am going to keep going until this works, and no matter what the challenges are I’m going to figure them out”, and mean it, go on to succeed. They are persistent long enough to give themselves a chance for luck to go their way.
Airbnb is my benchmark for this. There are so many stories they tell that I wouldn’t recommend trying to reproduce (keeping maxed-out credit cards in those nine-slot three-ring binder pages kids use for baseball cards, eating dollar store cereal for every meal, battle after battle with powerful entrenched interest, and on and on) but they managed to survive long enough for luck to go their way.
To be willful, you have to be optimistic—hopefully this is a personality trait that can be improved with practice. I have never met a very successful pessimistic person.
Most people understand that companies are more valuable if they are difficult to compete with. This is important, and obviously true.
But this holds true for you as an individual as well. If what you do can be done by someone else, it eventually will be, and for less money.
The best way to become difficult to compete with is to build up leverage. For example, you can do it with personal relationships, by building a strong personal brand, or by getting good at the intersection of multiple different fields. There are many other strategies, but you have to figure out some way to do it.
Most people do whatever most people they hang out with do. This mimetic behavior is usually a mistake—if you’re doing the same thing everyone else is doing, you will not be hard to compete with.
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