6 LYNX Case Study

Building an Email Marketing Groundwork From Scratch

Overview

Healing Sound Bowl B2C Ecommerce Store

6 Lynx is a Shopify client, opened in 2017 and focused on selling Singing Bowls and other instruments centered around Sound Healing. When we first got in touch with them in July 2019, they were doing solid numbers but weren’t even thinking about email marketing.

4 months later, and we have been able to build email into one of the most important revenue sources for their business, attributing about 40% of their total revenue!

Overview

Healing Sound Bowl B2C Ecommerce Store

6 Lynx is a Shopify client, opened in 2017 and focused on selling Singing Bowls and other instruments centered around Sound Healing. When we first got in touch with them in July 2019, they were doing solid numbers but weren’t even thinking about email marketing.

4 months later, and we have been able to build email into one of the most important revenue sources for their business, attributing about 40% of their total revenue!

Approach

We worked with 6 Lynx to first narrow down and develop the persona and then clearly defined who a qualified lead was. First we introduced better pop-ups on the website to help build a solid, segmented email list to supplement their existing one.

After that we took their product, introduced our automated flow system and designed a custom tailored campaign schedule to help lay a solid groundwork for their business.

We tested our assumptions and A/B split test headings on both flows and campaigns to provide the best results for the product. They came to us because they had an email list and had heard of its importance but really didn’t know where to start.

Approach

We worked with 6 Lynx to first narrow down and develop the persona and then clearly defined who a qualified lead was. First we introduced better pop-ups on the website to help build a solid, segmented email list to supplement their existing one.

After that we took their product, introduced our automated flow system and designed a custom tailored campaign schedule to help lay a solid groundwork for their business.

We tested our assumptions and A/B split test headings on both flows and campaigns to provide the best results for the product. They came to us because they had an email list and had heard of its importance but really didn’t know where to start.

Here’s how we built up their email marketing and turned it into 40% of their total revenue.

Email Strategy

Segmented Lists & Targeting:

When initially coming on board, we realized their email list had no segmentation and was not classifying customers based on what they looked at on the site. We introduced a more appealing popup which rewarded consumers for putting in their email and allowed us to segment based on interests.

Automated Flows & Strong Campaigns:

6 Lynx had experimented with some flows in-house before we joined them, but it was only an Abandoned Cart and Receipt sequence, which were mostly unsuccessful. We added automated flows including a Welcome Series, Browse Abandonment, Customer Winback and also set up a personalized campaign schedule.

A/B Split Testing:

We know that even when you get results, you can always do better. That's why we put a focus on split testing different headlines and formats for our emails to make sure we're using the most effective content to improve click-through rates and convert sales.

We also optimized a lot of other metrics such as ad scheduling, demographics, created retargeting campaigns, & completely re-structured the entire ad account essentially.

Optimizing Deliverability

The company started trying their own emails, but as you can see their spam was way above acceptable levels.

Anything over .10% is considered a major red-flag to Gmail, and as you can see they sat at a staggering .40%.

We reworked their messaging and how they were sending out their emails and were able to reduce their spam complaint rate to under .02%.

Revenue Per Recipient (RPR)

Within the first 90 days we were able to raise their average $ / recipient from $0.05 to $0.08, the standard across all industries.

However, if you look, some of these flows were wildly more successful than others (again, leaning into the importance of split testing and using what works).

Even with our success we felt the lead quality could
be improved via different advertising platforms.

Improving List Segmentation

Things like the way we gather email addresses, improving on traditional pop-ups to incentivize customers to give their information in a positive exchange.

We created a linked segmentation tool that analyzes consumer activity and attributes behavior / information to their email in order to improve message targeting.

We were confident we could not only decrease our cost-per-conversion further but drastically increase our lead quality and revenue-per-email.

We used segmented lists to separate customers based on which sales they participated and bought in, how much they spent and which deals were most likely to convert them.

One of the most important factors is cleaning lists regularly, and making sure we are emailing to the consumers who are most likely to bring value to the business (and who gain value from the business too)!

BEFORE STARTING

$1,600 / month

Revenue from Email

Manual Emailing
Non-Targeted Messaging
Low Deliverability

AFTER 3 MONTHS

$2,930 / month

Revenue from Email

Automated Flows
Segmented Lists
183% Increase in Email Revenue

AFTER 6 MONTHS

$11,840 / month

Revenue from Email

Targeted Campaigns
288% increase in flow revenue
$3,400 in campaign revenue

"We've been working with Email for Ecom for a while now, and I am very happy with the quality of service, updates, and steadily increasing results. They've provided significantly better results than anyone we've worked with on email marketing and I would definitely recommend them to anyone looking to upgrade their email game."

Mary M.
Director, Marketing Communications at American Legend Rider
Inc. 5000 Company

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