Email Marketing Examples: Online jewellery store increases revenue by 51% with reactivation campaign

Limoges Jewelleryan online jewellery retailer, was seeing a significant drop in the results of its email marketing campaigns. The company responded with a re permission strategy and a Welcome Program that increased revenues by 51%.

In the spring of 2011, Limoges was beginning to see a decrease in the activity of your email list which was initially associated with the seasonal nature of their market. However, when they did not see a recovery in results, in September they decided to implement some actions that at first might have seemed "drastic".
In the analysis carried out, a significant deliverability problem which prevented Limoges from contacting users who were really interested in the brand. In addition, the email marketing tool they were using at the time did not have enough potential to provide very relevant data for the segmentation of their database. Therefore, the first step was to change the ESP in March 2012. Based on this new ESP, the reactivation strategy was established.
The first thing was to justify it, since the proposed strategy implied a55% reduction of the hearing. This is a difficult step for any marketer to take, drastically reducing the volume of their lists in favour of the engagement. However, Limoges' reactivation strategy was compensated for by the recruitment of new registrations to which a welcome programme would be applied, thus establishing a good foundation for the relationship from the outset and optimising the engagement.
Three successive mailings were set up in this strategy. Clicking on one of them did not receive the rest:
1)      Promotional email with the 30% discount and the following content:

"We haven't heard from you in a while. We'd love to have you back, so please accept this 30% discount coupon for your purchases. This promotion is just for you, and it's only valid for one week, so hurry!"

 
2)      Interactive email. Since not all users respond in the same way to discounts, a second email was proposed in which the interaction with the brand was more important:
Subject: (Name), we want to hear from you! Message:

"Your opinion counts Which design do you like best?"

 
3)      Email with direct request for subscription confirmation. If neither email was successful, a third, much more direct email was sent with the following text:

"Dear customer:
We're sorry to say that we haven't heard from you in a while. We understand if you are no longer interested in the personalised jewellery market, and we are prepared to remove you from our mailing list. You don't have to do anything, we will automatically unsubscribe you. However, if you would like to continue to receive our offers and new designs, please click here".

 
Ultimately, Limoges wanted to purge its database and keep only those users on its list who were really interested. In this way, it considerably reduced the volume of its mailings and avoided future deliverability problems with its new ESP.
At the same time, a welcome programmeThis was to lay the foundations for a long-lasting relationship with users and to maintain high open rates that favoured their reputation as a sender (welcome emails are the most opened by users).
 

 
The results of this strategy, analysed in February 2013, were:
- Reduction of email volume by 52%
- Increased conversion by 24%
- Total revenue increase by 51%
- Clickthough: 71%
- Opening rates doubled
 
Source: Marketing Sherpa