I made a small e-commerce fashion business £246,713 richer using email marketing. And here’s how I did it.
Not so long ago, I was working with an online fashion business. Their socials, paid ads and general web traffic was ok, but they weren’t maximising their email marketing opportunities. I know there was a huge potential here to boost revenue. So I got to work
First, I checked the email marketing platform they were using (Klaviyo) was properly set up.
This included:
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Tracking customer activity
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Segments
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Product syncs
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Lifetime data
Next, I started to build essential flows, such as:
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Welcome series
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Nurturing
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Abandoned cart
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Birthday
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Up-sell & cross-sell
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Out of stock
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Customer win-back
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Reviews & testimonials
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Referral + recommendation promos
Once everything was set up, I began A/B testing:
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Lead capture forms
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Pop-ups
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Exit intents
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In-text CTAs
I focused on something a customer may want, such as:
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Free shipping
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Exclusive offers
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First-order deals
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Lookbooks
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Subscribers-only content
This quickly turned into over 1000s of new subscribers, with a conversion rate of 4–7% on some days.
Once everything was in place and we were capturing leads effectively, the next thing to do was to plan and release regular campaigns focusing on:
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Company updates
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New releases
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Related stories
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Customer testimonials
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Giveaways
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Month in review
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Team culture
I started with sending one email per week and scaled it to two or three times after a few months. (depending on if there was a new launch or anything)
After a while of identifying what worked through A/B testing:
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Subject lines
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Preview texts
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Content
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Sending frequency
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Copy
We saw results!
£246,713 worth of added revenue. And you can do the same by focusing more on email marketing and making it a key strategy in your e-commerce business.
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