Introduction
Most eCommerce companies understand the massive revenue-generating potential of email marketing. But they don't fully understand how to tap into the power of email marketing and optimize their efforts to maximize revenue.
Most of our new clients struggle with questions like:
01
How many emails should we be sending each month to maximize revenue without annoying subscribers?
02
What types of emails and email automations generate the most revenue and ROI?
03
What email design/copy tactics can we use to generate more conversions?
Often, these questions are phrased more simply - i.e. what's wrong with our emails, and why aren't they making more money?
After more than 30 years in the email marketing game, we've discovered the answers to all of these questions and developed systems for creating revenue-boosting emails.
In the case of our client London Store, we helped them generate 2x more email revenue in the very first month of working with them than they had in the previous 15 months combined! And, while the full scope of our work included an email audit, ESP migration, and more, we were able to get these results with just 2 email automations and 4 manual campaigns each month.
Here's how…
This case study provides an overview of our work with London Store and how we helped increase their revenue. For more info on our work with them, check out our other case studies where we break down the specific emails and campaigns we created for them, including:
- How we migrated them from Mailchimp to Klaviyo
- The email design tactics we employed in London Store's emails
- London Store's holiday email campaigns
- The email automations we created for London Store (Welcome & Cart Abandonment)
- How we audited London Store's emails
- How we used dynamic content in London Store's emails
At InboxArmy, we specialize in helping businesses create, execute, and manage revenue-boosting email marketing strategies. If you want us to help you significantly grow your email revenue like we did for London Store
Client Background and Overview
London Store is an eCommerce company that sells fashionable clothes from popular brands. Though they're based in Italy, they sell their products in the UK, US, EU, and Italian markets.
They hired us in May of 2021 to help them generate more revenue from their email marketing strategy. After auditing their email operation and helping them migrate from Mailchimp to Klaviyo, we created:
Separate Welcome and Cart Abandonment automations for each of market.
12 emails per month.
The results were immediate. London Store's email revenue in June 2021 alone was 86% higher than the total email revenue they'd generated from January 2020 - March 2021 (15 months)!
And in just 9 months of working together, we helped them generate 1100% more email revenue than that same 15-month time period.
Email Audit & ESP Migration
Our work together began with an audit of their entire email marketing operation in which we identified gaps and opportunities in areas such as email designs, email templates, deliverability, ESP, automations, etc.
One of the first major changes we made was to migrate their email marketing from Mailchimp to Klaviyo. Doing so provided many benefits, including:
01 Simplification:
Klaviyo enabled them to send emails to all 4 markets from one platform, whereas they could only send emails to the EU and Italy with Mailchimp. At the same time, we could still run targeted email sends at specific regions for specific sales and products.
02 Extra Features:
Klaviyo gave them access to extra features like subscriber tagging, which they could use to enhance their email campaigns. For example, they could us tags to ensure subscribers didn't receive emails from the wrong campaigns - i.e. Italian subscribers receiving English emails.
Email Automations
Email automations are perhaps the most effective way to increase email-driven revenue. But to experience their benefits, you need to know which email automations are the most profitable (so you can implement them first) and how to do them right.
In our experience, the two most profitable email automations for eCommerce companies are Welcome Automations and Cart Abandonment Automations. So we created separate Welcome and Cart Abandonment Automations for each of London Store's 4 markets.
The results were dramatic and immediate.
Earlier we stated that revenue for June 2021 was roughly double the previous 15 months. Well, 72% of that came from the two email automations. Even during the holiday month of December 2021, the automations accounted for 61% of London Store's email-driven revenue.
Percentage Of Total Revenue From Email Automations - December 2021
| Welcome | CA | |
|---|---|---|
| Italy | 19% | 10% |
| US | 5% | 3% |
| UK | 7% | 4% |
| EU | 8% | 5% |
| Total | 39% | 22% |
Manual Campaigns: Tactics That
Increased Revenue
While the email automations we created were responsible for the majority of revenue growth, we were also able to increase revenue on London Store's manual email campaigns.
As we stated earlier, we created and sent 12 emails per month for London Store. But in reality, it was less than that.
Each month, we created two emails that were sent to subscribers in all four markets (for a total of 8 email sends). Then we created two separate emails for Italy and the EU specifically (bringing the total up to 12).
By optimizing their emails and employing a few email tactics and design best practices,we were able to generate more revenue from London Store's manual campaigns as well.
1/3
Basic Improvements 
During our audit, we noticed that London Store's old email campaigns were text-heavy.
While creating compelling email copy is important:
- ⅔ of survey-respondents claim that they prefer emails consisting mostly of images.
- Research shows that a 4:1 ratio of text to images works best.
We find it best to design emails around imagery first, then use your copy to complement the visuals.
Note how the email we created for them is much more visual than the emails they created before.
You can also note another basic improvement we made - including the type of currency. When you sell products in multiple regions with different currencies, little details like that help shoppers make decisions and go a long way toward increasing conversions.
2/3
Email Design Elements 
Content hierarchy is one of the most important design principles we employ in all of our emails.
Content hierarchy is essentially the practice of controlling which content subscribers pay attention to. It's a process of employing design tactics to control which content subscribers see first and/or consider more important.
In the email below, we used two content hierarchy tactics: putting the most important info first (above the fold) and zig-zag layout.
Since subscribers will have to scroll through your email to see all of its contents, you should put your most important info first. In this email, the most important message to communicate was the info about London Store's Flash Sale.
We also arranged the product suggestions in a zig-zag layout pattern. Zig-zag layouts are incredibly effective for eCommerce because they capitalize on the natural way Western readers read (left to right) and draws them down the page. It also make it easy for people to skim your email content.
You may also notice the plus signs in front of the "Explore More" CTAs. While this may seem like a small, inconsequential tweak, it's a visual cue that there are more options for subscribers to explore and they should click to see them. It's responsible for an increase in CTR.
3/3
Dynamic Content 
Dynamic content is email content that changes based upon who an email is sent to. For example, an email can promote men's clothing to male subscribers and female clothing to female subscribers.
Dynamic content is one of the most important keys to the success of the emails we created for London Store. We used them to:
Without using dynamic content, we'd need to create a separate email each time we had a different objective or regional requirement. That would significantly increase the cost to London Store and the effort required by us.
But by using dynamic content, we could send the same email to all four markets and make change select content as need.
For example…
Reduce Cost & Effort
As we said earlier, we created two emails each month that were sent to subscribers in all four markets.Often, each market had different requirements and objectives. For example, we'd promote a Thanksgiving sale in the US but, for obvious reasons, not in the other markets. And while the emails sent to the other the US, UK, and EU were in English, emails sent to Italian subscribers needed to be in Italian.
Without using dynamic content, we'd need to create a separate email each time we had a different objective or regional requirement. That would significantly increase the cost to London Store and the effort required by us.
But by using dynamic content, we could send the same email to all four markets and make change select content as need.
For example…
Microtarget Email Content
Sometimes we'd need to change email content based on specific regional promotions, as in the case of the Thanksgiving Sale example described above. If we were promoting a Thanksgiving Sale of 10% off, we could label it as a Thanksgiving Sale to US subscribers and call it something else - like a Flash Sale - in the other regions.
But we also used dynamic content more consistently - to change the product prices for subscribers in different regions. US prices would be listed in dollars while UK prices would be listed in pounds, for example. And obviously the prices themselves would change depending upon the currency.
Euros
US Dollars
Increase Revenue With Product Personalization
Dynamic content can also be used to increase revenue through product personalization - i.e. by promoting products that subscribers are more likely to want.
We used two types of product personalization in London Store's emails:
01 Shopping History Personalization:
The emails would display products that are similar to products that the subscriber purchased in the past.
02 Browse-Abandonment Personalization:
The emails would display products that the subscriber browsed but never purchased.
Product personalization can be used in all sorts of creative ways to increase revenue. For example, we were able to generate more conversions by using browse-abandonment personalization during special sales and holidays. This is likely due to the fact that:
- Shoppers are more likely to take advantage of a sale if you promote products they're interested in.
- Shoppers were more willing to buy the products they abandoned when offered a discount.
