With online businesses flourishing in the industries, there are new growth strategies identified and tested on a daily basis. Generally, people would stick to ads and social media platforms, but Amanda Perry, the founder of SOUP.Agency experimented with Email Marketing.
Sounds Familiar?
Well, you might’ve seen several emails round up in your inboxes out of the blue. Some probably aren’t able to see the light of day because you delete them, while others are lucky because you’ve subscribed to a website.
Keeping all of these possibilities in mind, SOUP was able to help an E-commerce fashion brand generate revenue of £25k in a span of just 3 months.
To understand how that happened, let’s have a look at the process:
All About The Client
As per her team, their client had a well-developed product portfolio, an extensive knowledge of their customer needs and target groups. They wanted to grow their revenue to 50k dollars on a monthly basis via Facebook Ads and Email Marketing.
An important aspect that they took note of is how Facebook witnessed changes over a span of 3 months. They were initially heavily dependent on Facebook ads, but because Facebook keeps on changing algorithms, innovating features, and playing with its natural setup, companies weren’t able to do get effective results.
This caused a dip in ad revenue for a lot of business houses since customers were barely shown a range of ads. Thus, SOUP employed the email marketing strategy along with improving the ads part.
Solution
The first thing they emphasized was the tone and face of the brand. Their team knows they had to literally embody the client company to understand what they were all about.
After analyzing and manifesting, they began creating campaigns and designs that they’d send customers via emails. The ads were made in a way that they could be used on several platforms. A mix of stills and animations was adopted.
After that, they carried out extensive research on their client data. This meant getting an insight into the times and days their customers would open their emails, how many individuals didn’t open the mails, what kind of emails were engaging for the customers etc.
The strategy helped SOUP get an idea of their client’s customer interests and plan each move. They created multiple weekly newsletters and resent emails to non-openers which helped them generate revenue and improve engagement.
Execution And The Results
After designing campaigns and creatives, understanding their target audience, getting a feel of their client’s brand, SOUP focused on examining Shopify metrics and embodying the persona of their client. Towards the end, they bettered their email marketing strategy and created successful campaigns to send whenever necessary.
Email Marketing is an effective strategy to employ if one has a concentrated target base, enthusiastic enough to open every mail about their favorite topic, or in other, more uncanny words- shopaholics. As Amanda suggests, knowing your target audience is imperative.
People who are not interested in a particular topic are bound to delete or ignore it, thus sending it to loyal customers is an effective strategy.
Moreover, she also recommends that 20% of revenue generated should come from email marketing. And, with the help of the same strategies, her agency was able to generate £25k in revenue in just 3 months, grew their email subscriber list by 50%, and created content for them to cross-post on several platforms for generating further revenue.