Client

#RAKAMAKAFIT — Leading Russian portable sports equipment, nutrition supplements & accessories brand.

The client had a large audience, however upon audit we have discovered that the newsletter system was somewhat fragmented with emails being sent from Client`s CRM, EDM (Electronic Direct Mail) and Ecommerce platform. Newsletter automations contained outdated information, some had duplicates which lead to high unsubscription rates and low open and click rates.

Objective

Sales growth. Incorporating newsletters into the conversion pathway to increase customer`s lifetime value.

Our Solution

1. We have restructured the system of lead magnet sequences meant to attract a potential client and move them forward along the conversion path to motivate a purchase.
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3. Updated the content of automated newsletters in order to avoid irritating the recipients with outdated prices and offers.
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5. Reduced the number of weekly emails and enriched the emails with engaging content to minimize annoying factors and subsequently reduce unsubscription rate.
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7. Redesigned the newsletter template to make it more readable and engaging to increase the click rate.
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9. Updated order confirmation emails with valid information about current offers.
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11. Streamlined the import of contacts from abandoned carts segment to Client`s EDM account and set up an automated mail sequence in order to reactivate abandoned carts and motivate prospective clients to complete a purchase.
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13. Designed a system of trigger emails in order to upsell and cross sell to customers and increase the customer`s lifetime value.

The Results

1. By consolidating audiences, we were able to scale the audience by 70%.
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3. Within a month we achieved a 5X increase in click rate.
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5. Restructuring and updating automated email sequences allowed us to increase purchases from this newsletter segment by 67%.
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7. We achieved a 136% growth in revenue from sales newsletters by emphasising the features of products and not discounts.