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RECENT WORK
Take a look at some of our high converting email designs
Everflow Media - Retention Marketing
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Case Study
Little Cotton Clothes - Traditional Children's Wear
Little Cotton Clothes is a children's clothing brand that focuses on creating simple, timeless collections. Founded by sisters Imogen and Leonie, the brand emphasizes quality and sustainability, offering durable and comfortable garments with a nostalgic, vintage-inspired aesthetic.
Project Overview
You're about to learn the process used to build an email marketing strategy from scratch without relying too heavily on discounts. Adding revenue is good but relying on cutting into margins isn't sustainable. The brand's that are able to generate revenue on full margins are likely to be the ones who will thrive years down the line.
Key Revenue Opportunities
1. Product drops:
Since this is a clothing brand, it's a no-brainer to utilize product drops. There's two main reasons why this can't be overlooked; the exclusivity & scarcity means we can minimize using discounts, and also collect higher volumes of sales in a shorter period of time.2. High-purchase-intent customers:
Offers & discounts are still great tools to use for customers who need that little nudge to buy now. If there's one place to use them it'd be on high-purchase-intent customers. Key areas are; customers who have just signed up, showing enough interest to exchange their details, and customers who have gotten down to checkout but abandoned their items.3. Founders:
One of the superpowers, clothing brands in particular can use, is putting a face to your brand. This is moreso an engagement hack as opposed to the previous two points. Using personal messages from the founder throughout the customer journey is a foolproof way to force customers to remember you, and actually want to open your emails.
Execution Strategy
1. Migration to Klaviyo:
The process began with a full migration of Little Cotton Clothes’ data from Flodesk to Klaviyo. This included setting up lists & segments that we're going to target on our campaign strategy, the product drops. Do not under any circumstances overlook this part. Some cases have went years without messaging 6100+ customers properly (in their engaged segment). Missing out on years worth of sales by relying on the native Klaviyo segments. Below is an example of a modified '90-day engaged segment'.
2. Building out the email flows:
Setting up flows is pretty straightforward, the tricky part is mapping out the customer journey. Correctly placing the right messages, at the right time, and to the right customers. A simple way to figure this out is to draw out each step from the sign up, that way you can visualize
and understand what offers or content to implement and when - and that's exactly what we did. We created an entire flow diagram mapping out the entire email list into the types of customers throughout the journey as it not only makes it clear for us, but also the brand.
3. Launching New Signup Forms & Flows:
Once the email designs were approved, a new signup form was launched, and all flows were activated within Klaviyo, establishing a seamless customer journey from the first interaction to post-purchase.4. Split Testing and Optimization:
To identify and fix bottlenecks where they could be losing engagement, we conducted split tests, particularly focusing on signup forms, which was stuck around 1-3%. This matters because, once we got it to 6%+, that means the revenue attributed to Klaviyo would have 2-3x'd (it was the highest leverage input for them).5. Campaigns and Collection Launch Strategy:
The final steps involved sending out targeted campaigns and preparing a detailed strategy for upcoming collection launches. This strategy ensured that each product drop was supported by a well-timed and engaging email campaign, driving both anticipation and sales.6. Implementing a Holistic Email Marketing Strategy:
Everything was now updated with a focus on retaining customers and improving lifetime spend.
Results and Impact
Throughout this partnership, our goal was to make this brand a lot more profitable by fixing the major bottlenecks in their retention strategy. Executing a solid product launch strategy as well as a complete setup of their flows throughout the entire customer journey. If you want to learn more about some of the strategies we implemented, check out the resources below.
Everflow Media - Retention Marketing
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Case Study
Meminio - Luxury Memory Cases
Meminio is a luxury brand that specialises in crafting personalised leather memory boxes, jewellery boxes, and journals, designed to treasure precious memories for a lifetime. With a strong emphasis on customisation and quality, Meminio has established itself as a unique player in the market, offering products perfect for new babies, birthdays, and special occasions.
Challenge
Meminio's in-house email marketing strategy was already performing well, contributing to 20% of their total store revenue. However, the manual effort required for preparing, planning, writing, designing, and scheduling emails was overwhelming. The founders sought to partner with a team that could not only maintain but significantly enhance their email marketing performance without sacrificing their brand voice or customer engagement.
Goals
Our team’s primary objective was to elevate email marketing revenue from 20% to at least 30%, leveraging mainly automated flows. This strategy aimed to free up the founders' time, allowing them to concentrate on other business areas, while making the most out of each and every site visitor.
Strategy & Implementation
Our approach involved a comprehensive audit and overhaul of Meminio's email marketing strategy:Fixing Issues: We pinpointed underperforming aspects of their existing email flows and introduced missing ones, including abandoned cart, upsell, and follow-up sequences.
Campaigns: Increased the campaign frequency - avoiding higher spam rates & lower engagement with proper segmentation, personalisation and a sending schedule.
Email Designs: A complete overhaul of all the flows and campaigns with custom designed email templates that convert.
List Hygiene: Strategies were implemented to maintain a healthy email list, minimising spam rates.
Signup Forms: Improved signup rates to capture more visitors and grow the email list.
Results
After 60 days, we had increased Meminio's revenue from email marketing from 20% to 38%, nearly doubling our initial target. This success was not just in numbers; we saw a notable increase in customer engagement with the brand's emails and overall metrics improved across the board.
Key Achievements:
Revenue Growth: The email marketing contribution to the stores total revenue nearly doubled, significantly impacting the bottom line.
Increased Engagement: Enhanced brand communication led to higher customer interaction with email content.
Operational Efficiency: Automated flows allowed the Meminio team to redirect their focus toward other business growth areas.
Client Testimonial
Our partnership turned out better than expected. Ali & Marie (Meminio’s founders) were particularly impressed by the alignment of our email campaigns with their brand voice, noting increased customer engagement and the seamless integration of email marketing ideas into their broader content strategy. The biggest tell-tale of their satisfaction is that, as per usual, this led to referrals within their network of other brand owners, helping us grow our reach even further. If you want to learn more about some of the strategies we implemented, check out the resources below.
Everflow Media - Retention Marketing
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Case Study
Little Hotdog Watson - Kidswear
Little Hotdog Watson is a pioneering kidswear brand known for its stylish and quality hats for children. Despite their strong branding, engaged audience, and high website traffic, their email marketing strategy was underperforming, contributing to less than 10% of total store revenue - massively underutilising this powerful channel.Our team, at Everflow Media, were tasked with revamping their strategy to retain customers & increase lifetime spend through email marketing.
Challenge
Before meeting with our team, Emma (the founder), was overwhelmed by constant email marketing issues, including basic segmentation, ineffective abandonment emails, and a poorly converting signup form.Our primary objective: to elevate the email marketing contribution to total store revenue from under 10% to at least 30% within 60 days - establishing a robust Klaviyo setup throughout the buying process (on-site, viewed product, added to cart, started checkout, post-purchase & upsells/cross-sells).
Strategy & Execution
The strategy implementation focused on:Automated Email Flows: Setting up behavioural triggers across the customer journey to deliver personalised experiences.
Segmentation and Personalisation: Tailoring messages to match customer behaviours and preferences.
Optimisation: Continuously split testing and refining the strategy for customer engagement and performance metrics.Our approach focused on automating the sales process to handle the majority of front-end sales automatically. Behavioural triggers were set up so that we could track each stage of the buying process, and flows were set up with targeted messaging based on the stage the customer is currently in.
Results
The strategy resulted in an increase in the email marketing revenue contribution from below 10% to around 35%. This success significantly boosted customer retention metrics across the board, including open, click, and placed order rates. Emma, the founder, shared her excitement and satisfaction with our quick and effective solutions on her Instagram, highlighting the ease of overcoming long-standing challenges with our expertise. If you want to learn more about some of the strategies we implemented, check out the resources below.
Everflow Media - Retention Marketing
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Case Study
Bundle Beds - Better Family Travel
Bundle Beds is an innovative ecommerce brand redefining family travels. Offering a unique solution to portable bedding, their products merge convenience, comfort, and style, providing the best sleeping experience whether at a festival, a sleepover, or an outdoor adventure.
Bundle Beds launched a new approach to family travel, starting its journey on Kickstarter. In no time, they witnessed a surge in support, raising approximately £75,000 in funds. Since then Bundle Beds has grown it's community with thousands of happy families.
Founder of Bundle Beds - Lucy
The Challenge:
Bundle Beds came to us with a couple unique challenges.They had an underutilised email list. This was a major problem as they were garnering thousands of visits every month, making it essential to make the most out of every visitor.Due to costs associated with the Bundle Beds, the margins were tight, leaving little to no room to invest into paid media; TikTok, Facebook or Google ads. Making their email list that much more valuable to their success. This is where our team, at Everflow Media, comes in.
Upon initial assessment, we identified key areas of improvement:
Lack of Strategy: they were lacking a clear email strategy, which meant visitors weren’t being engaged with according to their stage in the buying journey.Design Disconnect: While the email copy written by the founder was perfectly on brand, the design failed to reflect the brand’s identity, causing a disconnect with their customers.Revenue From Email: Their emails only contributed to 11% of the total store revenue.
Crafting an Email Journey
The primary goal was clear: Increase baseline revenue without any paid media spend while enhancing the brand identity of "fun family adventures" throughout every message.Our approach for delivering Bundle Beds USPs was framed around two core principles:Adventure: Emphasising the fun of traveling and the memories made.Comfort: Highlight the brand's commitment to ensuring a cosy resting place for everyone in the family, young or old.
Results:
After 30-90 days going live with our new strategy for Bundle Beds, they had drastically increased their total monthly revenue. They went from 11% to then hovering around 51% in total revenue from their email list alone - meaning emails were no longer a bottleneck and they could go ahead into more paid media.According to the founder, this meant they could enjoy a sense of relief knowing their resources weren't going to be wasted on acquiring new traffic only to lose them throughout the buying process.After working with our team at Everflow Media. This set them on the path to finally being able to further invest into acquiring more customers through SEO and a more holistic marketing approach.
What's Next for Bundle Beds
Our collaboration with Bundle Beds stands testament to Everflow Media's commitment to driving success without adding financial strain on businesses. By understanding Bundle Beds' unique challenges and brand essence, we were able to transform their email marketing into a powerful revenue-generating tool. With the weight of retention marketing lifted, the Bundle Beds team could refocus on their core strengths, while we ensured they made the most of every visitor. If you want to learn more about some of the strategies we implemented, check out the resources below.
Everflow Media - Retention Marketing
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Email Design Breakdown: The 3-Step Framework for High Conversions
"how can I ensure high click rate on all my emails?"
Here I'll be answering the frequently asked question; "how can I ensure high click rate on all my emails?". So, I took a deep dive into all the emails I’ve ever sent across the various brands I’ve worked with.
Discovery
This analysis revealed common denominators that consistently lead to more clicks. One standout strategy is using GIFs. However, the real secret lies deeper.GIFs work wonders because they provide customers with a quick dopamine hit. Movement and images equate to substantial brain stimulation. This means your emails become associated with positive feelings.Typically, customers expect dull emails, so a GIF catches them pleasantly by surprise. But, GIFs come with two significant drawbacks:
Loading Time: GIFs can take longer to load, potentially making you appear 'tacky' to customers.
Diminished Impact: Reusing the same GIFs repeatedly can lessen their effect.
The ‘LID’ Framework VS the Standard Hero Image + Headline
Our ‘LID’ framework consistently delivers that dopamine hit, making customers feel good with every new email open. The objective is to maximize stimulation upon opening—similar to the effect of a GIF. This can be achieved through three new elements in every email, encapsulated by LID:
Lots to Look At
Interesting Text
Dumbed Down
Let’s break down how each element is implemented in this email.
Dumbed Down:
Simplify your message to a straightforward headline like “limited edition” and a clear “shop now” button. This makes the content digestible at a glance—avoiding unnecessary friction that could hinder the click.
Lots to Look At:
Without plenty of visual stimuli, the email won’t be as engaging. The solution is to add a collage of two or more images, giving customers a "visual hit".
Interesting Text:
There’s typically just two ways you’ll need to make text interesting; color and layout. This put together has the same effect as a GIF.
This framework should allow for consistent campaign metrics, allowing for strategies like in the video below.
Everflow Media - Retention Marketing
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Everflow Media - Retention Marketing
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Everflow Media - Retention Marketing
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Everflow Media - Retention Marketing
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Everflow Media - Retention Marketing
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Utilising Data for Effective Email Segmentation and Targeting
Using email correctly is key. It's not just about sending an email; it's about sending the right one to the right person at the right moment. How? By using data smartly. This approach ensures your messages hit the mark. Let’s discuss how to make your email campaigns more effective with data.
1. The What and Why of Email Segmentation
Email segmentation involves categorising your email subscribers into smaller segments based on specific criteria, aiming to send more personalised and relevant content.With inboxes being bombarded by generic mass emails, personalised content stands out, serving information that’s directly relevant to the recipient, thereby enhancing engagement and conversion possibilities.Why It Matters: Segmentation allows for the delivery of content that resonates with the recipient’s preferences, behaviours, and interaction history, thereby significantly increasing the chances of conversion and building a meaningful relationship with the customer.
2. Deciphering Data for Segmentation
Here are different types of data that you may come across.Demographic Data: This includes age, gender, location, and occupation. For instance, sending region-specific offers and information is a basic, yet effective, application of demographic segmentation.Behavioural Data: Dive into user interaction data like purchase history, click-through patterns, and product views. For example, sending targeted emails to users who abandoned their shopping carts.Psychographic Data: Consider attributes like interests, values, and attitudes. A deep dive into psychographic data might involve sending content and offers that align with recipients’ values or interests.
3. Implementing Segmentation for Targeted Strategies
Understanding your data is just the start; the real magic happens when it's strategically implemented in your email campaigns.Creating Buyer Personas: Develop detailed buyer personas by amalgamating different data points, ensuring each persona is a realistic representation of a segment of your target audience.Tailoring Content to Personas: Create content that addresses the specific needs, preferences, and pain points of each persona, thereby enhancing relevancy and engagement.Continuous Optimisation: Remember that segmentation isn’t a set-and-forget strategy. Consistently analyse the performance data of your segmented email campaigns and refine your personas and content accordingly.
4. Real-World Application: Case Scenarios
To illustrate the practical application of segmentation and targeting, let’s explore a few hypothetical scenarios.Scenario 1: A customer purchases maternity wear from your online clothing store. Segmentation allows you to target them with further relevant content, such as baby clothing and accessories, nurturing them through their customer journey.Scenario 2: A segment of your subscribers always opens your newsletters but never makes a purchase. A targeted strategy might involve sending them a special discount code, nudging them towards conversion.
5. Pitfalls and Precautions in Email Segmentation
With great data comes great responsibility. Missteps in segmentation can not only fail to convert but also erode trust in your brand.Over-segmentation: While personalisation is crucial, over-segmentation can lead to inefficiencies and dilute your messaging.Data Privacy: Always ensure your data collection, storage, and processing practices are in strict compliance with data protection regulations like GDPR or CCPA.
Focus on What Matters
Using clear data to group and target your emails makes your email marketing more specific and personal. By sending messages that fit each recipient's needs, you're building trust and increasing sales. So, look closely at your data, choose your email groups wisely, and see your emails become effective, personal messages that help your audience connect with your brand.
Everflow Media - Retention Marketing
