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SEPTEMBER 24 & 25
DISRUPT THE MARKETING PLAYBOOK
LOS ANGELES | SEPT 24 & 25
DISRUPT THE MARKETING PLAYBOOK
LOS ANGELES
SEPT 24 & 25
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Fairmont Miramar
Hotel & Bungalows
Santa Monica, CA
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LOS ANGELES | SEPT 24 & 25
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FROM A QUICK HELLO TO A PROPER INTRODUCTION

In order to boost email revenue, engagement, and segmentation capabilities, Johnny Was set out to revamp their existing welcome series. Wpromote stepped up to the plate by creating a personalized, multi-path welcome series that would provide new subscribers with an incentive to purchase by offering handpicked product selections.

Johnny Was Business Goals:

  • Generate more revenue by increasing the conversion rate of new email subscribers.
  • Improve long-term brand affinity by driving strong user engagement with the welcome series.
  • Gather more detailed consumer preferences for enhanced segmentation.

WHAT WE DID

New Strategy Offers Incentive To Sign Up & Engage With Email

We started by deciding to offer new subscribers a 15% Off Welcome Offer as an incentive to purchase. Leveraging Bronto’s Coupon Manager App, the initial welcome series email delivered a unique code that would expire seven days after the email was opened, creating a sense of urgency.

Welcome 2 Delivers Handpicked Content Tailored By Click Engagement In Welcome 1

We expanded the existing email series from two generic emails into six total emails personalized to the subscriber journey, with four possible paths based on user behavior. The second email in the series highlights handpicked products aligning with the category that the subscriber clicked in the first email.

Segmentation Improves Engagement

Dynamic segments capture information as new subscribers click throughout the emails. This information about user behavior is later utilized to send emails that are relevant to subscriber preferences and interests. These user behavior segments increase clicks and email engagement overall.

WHAT WE ACHIEVED

After the launch of the new welcome series, our key metrics increased significantly, with both revenue and overall engagement up substantially from the older email series.

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.

 
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