AERON is a premium fashion brand recognized on the international market.
However, the effectiveness of the company’s email marketing activities did not reach the desired level.
Previously, AERON only sent campaigns through Mailchimp and used a simple, single-email welcome flow.
Our team was invited with the goal of optimizing their email marketing processes and increasing their revenue.
Strategic Approach
Our primary goal was to better track the customer journey with automations (prior to our involvement, there was only a single-email welcome flow).
To achieve this, we took the following steps:
Klaviyo Integration:
- Goal: Essential for building automations, this software processes vast amounts of data and allows for highly precise targeting.
Expanding the Welcome Flow:
- Goal: To better understand customers and deepen their connection to the brand.
- Method: We expanded the original single-email welcome flow into a multi-step process that showcased the brand’s story, values, and highlighted products.
Building Abandonment Flows:
Abandoned Cart Flow:
- Goal: To convert items added to the cart but not purchased.
- Method: We sent automatic reminder emails to users who added items to their cart but did not complete the purchase.
Browse Abandonment Flow:
- Goal: To reach users who browsed products but did not add them to the cart.
- Method: We sent emails to visitors who viewed specific products, encouraging them to add these items to their cart and make a purchase.
Creating Upsell Flows:
- Goal: To increase customer lifetime value (LTV).
- Method: We automatically sent emails with related product recommendations and exclusive offers after a purchase.
Creating Winback Flows:
- Goal: To re-engage past customers.
- Method: We sent special offers and reminder emails to those who hadn’t made a purchase in a while.
Results
Through meticulous planning and execution, AERON’s revenue from email marketing saw dramatic growth:
- Initial State: The email revenue for the four months before our intervention was €17,455, despite running Black Friday and Christmas campaigns.
- Result: Four months after implementing our emails, the email revenue increased to €49,401, nearly tripling the previous amount.
Summary
The transformation of AERON’s email marketing strategy and the implementation of automated processes had a significant impact on their revenue. By designing and executing well-planned welcome, abandonment, upsell, and winback flows, we succeeded in making customers feel closer to the brand, thereby increasing sales. This case study exemplifies how continuous optimization and customization of automated email marketing can achieve substantial business results.
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