Establishing Brand Loyalty For Johnny Was With Great Emails

Johnny Was knew they offered something incredible: a chic, vintage look found nowhere else,

and customers adored them. However, their existing email welcome series for new signups simply wasn’t earning the conversions or the buzz it should have been—and so the brand turned to Wpromote.

In order to boost returns, engagement, and segmentation capabilities,

Wpromote set out to revamp the existing welcome series through personalized, multi-path sends that would provide new subscribers with incentive to purchase by offering handpicked product selections. We also leveraged Bronto’s Coupon Manager App to give subscribers their own unique coupon that would expire seven days after the email was opened, creating a sense of urgency.

Dynamic segments were built out, capturing information as recipients clicked through the emails.

Layered into demographics and preferences collected at the time of signup, this information was later leveraged to create bespoke sends that would appeal to the individual subscriber’s interests.

Wpromote not only met the expectations set out by the Johnny Was team—we exceeded them.

Tasked with growing revenue, increasing conversion rates, and winning over new customers all while improving brand loyalty, Wpromote significantly raised both revenue and overall email engagement for the boho brand.


A Transformation Story


271%
increase in revenue for new welcome series

212%
Increase in revenue-per-email (RPE) for first welcome email

56%
increase in clickthrough rate (CTR) for new welcome series
The launch of the new welcome series was a resounding success for Johnny Was. Conversions from the new series were substantially improved over the old welcome series, and expanded user behavior segments allowed Johnny Was to tap into, and stay relevant with, more audiences than ever before.
 
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