94% yearly revenue growth through
email marketing
Activate Email Program
LimeLight Marketing partnered with KEY Apparel, a retail apparel company, to launch their DTC presence. The brand was 110 years old and had a lot of brand fans. But the product was historically only sold through retail chains and wholesale. This was their first strategic venture into direct to consumer ecommerce. Based on the volume of brand fans on social media, activating this DTC buyer path had the potential to be impactful to the client’s bottom line. The goal was to change buyer behavior to purchase direct which drove higher margins and additional customer accessibility for the brand.
Maximize the value of the list while minimizing attrition
We launched email using Klaviyo, starting with core flows and campaigns. Outside of transactional emails, this was the first email marketing initiative from the brand.
The initial list of subscribers had purchased directly in past years. The list rapidly adapted to digital purchase behavior, driven by the email strategy.
The client experienced a growth in baseline revenue of 0% to 20% of total ecommerce revenue attributed to email marketing over the course of the first month by activating a strategic email program.
We calculated the revenue value of every email subscriber and the ROI on this channel. The objective became clear: strategically increase list size through opt-in conversions to create a snowball effect on revenue.
Activate Klaviyo’s suite of flows, SMS and ramp up send volume
As the list size grew, so did the sophistication of the email channel. Audience acquisition efforts were paying dividends in revenue attributed to email marketing. We saw an opportunity to begin segmenting in addition to expanding flows.
Immediately, we initiated list segmentation of the following:
- Product category
- Purchase history
- Engagement history
In addition, we expanded ecommerce flows and used segmentation to deliver personalized email experiences.
