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Email revenue grew by 119% within the first 3 months of engagement.
We are still seeing an average of 35-40% of revenue coming from email marketing after 6 months.
Very engaged and responsive email list with high average open rate of 40.7% and click throughs of 9.13%.
Returning customer base has increased by 91%.
A very happy client who we continue to work with.
Melbourne Bushfood came to me with minimal focus on email marketing.
They did not have their automations set up, replenishment reminders or actively communicating and pushing their subscription base.
Being a CPG brand retention, loyalty and referrals are the biggest needle movers for them.
First I worked on setting the foundations for an effective email marketing strategy.
Driving revenue is prioritized in the early phases.
Phase 1: Foundations
Grab your quick wins and increase revenue with these flows.
Welcome flow
Abandoned Cart
Browse Abandonment Flow
Post-Purchase Flow (first time) - Biggest goal here is to turn a 1st-time buyer into a repeat buyer. Retention will skyrocket
Winback flow - bring customers back into the sales cycle
Out of Stock Flow - Don’t overlook the power of this one. Not just revenue but customer experience.
Replenishment flows - Pushing them to subscription also
Phase 2: Throw some gasoline on the fire
Start up those campaign emails - Small list? Do at least 1/week
Make use of FB retargeting by pushing segments from Welcome flow
Continue to progressively profile customers. Enrich data points as deep as you can.
Create a UGC on autopilot flow. Use this for automated content creation for social media and FB ads
Start up review request flows
Focus on list growth through incentive brainstorming and strategic opt-in form placements (IG bio, Swipe Ups, Embeds, show to different segments, FB Ads)
Phase 3: Retention & Optimisation
Aggressive testing and optimization to slowly improve
Use collected customer data to provide personalized experience. Focus on high-value customers who will refer you through word of mouth.
Increase volume of campaigns as long as list is healthy, Unsub:List growth ratio stays healthy and emails are well received
Create referral and loyalty programs
Sunset flow to suppress unengaged customers
Phase 4: Exponential Growth
Use the Gatsby app for nano influencer outreach
Create refund flow
Create subscription winback flows
Cross flows with SMS triggers and in-app such notifications like TapCart
Create co-marketing campaigns - “Hey our food brand just partnered with this wine brand for a Black Friday Bundle Deal!”
Contest, giveaway, sweepstake flows
Email revenue grew by 119% within the first 3 months of engagement.
We are still seeing an average of 35-40% of revenue coming from email marketing after 6 months.
Very engaged and responsive email list with high average open rate of 40.7% and click throughs of 9.13%.
Returning customer base has increased by 91%.
A very happy client who we continue to work with.
Copywriting,Email Marketing
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In 2020 I took on paid media, when I took over we were running traffic campaigns, we had not installed tracking on our menu site and couldn't run conversion campaigns. I first worked to set up proper tracking and pass that data to our facebook account. Next I built out a strategy and ran it past our CEO. In the next 3 months I took our roas from .5x to an average of 6x.
I have worked for Pei Wei since 2018 as a lead creative. Working on every creative touch point for the brand. Including email, website, billboards, campaigns, packaging, menus, in-store signage etc.. Being the sole creative for a mid sized company with 150 stores, I've always had to look for ways to increase efficiency and streamline our processes.
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