Forchics’ 7-Figure Email Revenue
The eCommerce beauty brand ForChics approached us intending to forge a strong brand identity and generating at least 10%-15% in email revenue.
Not only did we help them boost their customer engagement using effective branding strategies, but we also helped ForChics generate way more in email revenue than what they initially aimed for—blowing their expectations right out of the water!
ForChics is an eCommerce beauty brand whose goal is to deliver confidence and empowerment through their sustainable and cruelty-free cosmetic products. To aid them on their journey, they needed to foster a healthy brand image and forge strong and long-lasting customer relationships.
Email marketing was the way to go to achieve such a feat. And for that, they approached our agency.
They were underutilizing their email marketing—their current framework at the time only contributing 5% of their store’s overall revenue. To put into perspective, 30% is the ideal email revenue share benchmark eCommerce stores should be striving for.
Aside from low email revenue, their open rates were only clocking in at 10%. We traced these issues to the following kinks in their existing framework:
- Repeat purchases were low because they were pushing products that didn’t attract purchases. Thus, they were not playing into what their customers wanted.
- Email Flows were severely underutilized, leading to them missing out on potential opportunities for sales along different touchpoints of the customer journey.
- They were only using Klaviyo templates. Since these were mostly preset designs and not personalized according to their branding, these basic templates weren’t helping with ForChics’ brand image at all.
We opted for a more data-driven email marketing strategy to help them get more than the bare minimum that basic flows and templates can bring them. From our rich library of best email practices we internalized from 3 years of experience, we came up with 3 major strategies to help ForChics pave way for their success path:
- Overhaul of flows to leverage on recurring revenue from automation
- Drill down on customer preferences and buyer behavior to help them focus on boosting revenue and AOV
- Optimizing flows and campaigns for opens and clickthroughs to increase repeat customer rates
1. Apply Diverse Segmentation
This is to help ForChics improve their open rates and deliverability by making sure that each of their segments received emails that were relevant to them.
We applied advanced segmentation strategies that combined email and website engagement metrics. By sending to engaged people who opened or clicked the emails, we were sending to people who wanted to receive the emails and would most likely open them.
Another thing we did was add in the Exclusion segments to remove those who were unengaged with the emails. Through implementing targeted segmentation, we saw an increase in open rates from a meager 10% to over 20%.
2. Optimize their Flows and Campaigns
Revamping their existing flows as well as creating other advanced flows helped us bridge the gap to additional revenue streams for their store. Here’s a quick rundown of what we did:
a. We optimized their existing flows by conducting AB Tests to get ideas on customer preferences and behavior. Sample AB tests included ‘discount vs. no discount’ and ‘text-based vs. HTML’.
b. Added emails in their pre-purchase and post-purchase flows to include cross-selling of the best sellers. This helped to build excitement, remove buyers’ remorse, and create additional revenue drivers.
c. Created advanced flows to cater to various segments and scenarios. These include the Replenishment Flow, New and Repeat customer flow, VIP flow, and Customer Winback Flow.
3. Rebrand and Revamp their Email Design
Their email marketing channel had to reflect the brand’s changes at the same time to create consistency and a seamless customer experience.
So to help with Forchics’ goal of establishing a strong brand identity, we helped them implement a more consistent strategy across their different channels—including email marketing.
We also took note of which of their products were generating the most sales. Doing this helped us design their emails to focus on those products specifically to motivate subscribers to make a purchase.
4. Implement List Utilization
We applied our homegrown List Utilization strategy to increase the store’s total revenue and customer lifetime value. This involved increasing the sending segments for campaigns by sending to more people who had recent activity. From sending 1.1M emails, we started sending out 2.2 M emails.
We did this by adding segments of those who placed an order twice, subscribed to their newsletter, or those who placed an order at least once in the last 45 days. This showed an effective increase in the value that ForChics got from their email list because the number of people engaging with their emails was going up.