CASE STUDY #1: Open Rates, Click Rates And DRIP

This particular company in health and wellness category had a decent email subscriber list. They had a good cadence and really beautifully creative emails. They had a below average open rates though- their industry average is around 12% but their open rates were around 3.8%. Without getting opened their creative emails were not being of much use.

The Challenge:

My goal was to revamp their email strategy, getting them close to industry average open and click rates as well as bring in more revenue through emails. Other challenge was company’s most active customer base was scattered in very different time zones resulting in a challenge to schedule emails at a time when most customers were likely to open.

My Strategy:

My first strategy was to segment subscribers based on their activity and behavior. This led to sending specific emails to specific segments resulting in getting better open rates and clicks.

Since inactive list was huge and it is typically worth 32% revenue as active list, I planned a strong win-back email sequence campaign.

I also created various automated DRIP emails for abandoned carts, welcome, win-back, recommended product etc triggered by subscriber behavior. I closely monitored best time and days for open and clicks and set up scheduling based on audience time zones.

Results:

These DRIP emails were a huge success. These drip emails not only brought in lot more revenue they also slowly turned over inactive customers to active customers. Our abandon cart recovery rate went up from 7% to 23%. Welcome DRIP sequence email brought in around 350% more revenue. Open rates went from 3.8% to 13.3% in six months and click rates went from 0.34% to 0.7%.

Here is a graph showing email open rate improvement in six months


Here is a graph showing click rate improvement in six months