CASE STUDY
How Budai Media Helped a Home Decor Brand Generate $1,500,000 in 3 Months with an Omnichannel Retention Marketing Strategy
Historia y desafíos de la marca
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
Results of January 2023
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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Marketing emails didn’t have branded design and ad hoc email campaign schedule
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No SMS marketing setup
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No push notifications and loyalty program setup
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No resources for AB testing with popups, emails, and SMS
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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10 monthly SMS campaigns were sent out
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Effective loyalty and reviews program set up and promoted
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$760,000+ attributable sales to SMS marketing
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Email open rates increased beyond 50%
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Omnichannel retention marketing strategy: push, email, SMS, loyalty, rewards programs
Cómo ayudamos
Klaviyo email marketing revenue in November of 2022
Klaviyo email flows revenue in January 2023
Once BFCM lapsed, our focus shifted to these important elements of the retention strategy:
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SMS,
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Browser push notifications,
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Mobile app push notifications.
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Loyalty and reviews program
For SMS marketing, we set up Recart and for loyalty and reviews, we use Yotpo.
The SMS marketing consisted of setting crucial flows, including the Welcome Flow, Abandoned Cart, Browse Abandonment, and New Customer Flow.
Additionally, a total of 10 SMS campaigns per month were sent, with an average frequency of two campaigns per week. The campaigns were carefully crafted to achieve a balanced blend of content, promotional (often showcasing new product arrivals), and sale event campaigns. At least 4 of these 10 were exclusive SMS content, either sales or blog posts exclusively promoted through SMS.
SMS marketing was clearly the biggest winner of our strategy, we could attribute $760,000+ sales to SMS marketing in just 3 months (even if a part of it clearly decreased the email revenue numbers because of channel overlap).
SMS automations and campaigns results in January 2023
$ 55,920 ingresos por flujos
$ 16.840 de ingresos de campañas
14% de ingresos mensuales adicionales por correo electrónico
¿Cómo lo hicimos?
Lo normal.
Configuramos los flujos más esenciales para Eugen:
Carro abandonado
Examinar abandono
Flujo de bienvenida (para ventanas emergentes)
Nuevo cliente
Soy Cliente
VIP
Reconquistar
Además de esto, configuramos cuatro ventanas emergentes segmentadas usando Optinmonster y enviamos diez campañas de correo electrónico. Una cosa a tener en cuenta es que, dado que este es un negocio en el nicho del arte, podría pensar que los correos electrónicos eran súper elegantes. La cosa es que no lo fueron. Todavía.
Cuando tiene una tienda que todavía no tiene la infraestructura de marketing por correo electrónico adecuada, lo mejor que puede hacer es emplear el principio 80:20.
Y concéntrese en las cosas más importantes que le harán ganar dinero. Y entonces configuramos los correos electrónicos con los elementos de diseño existentes que el cliente ya tenía, y decidimos optimizar más más adelante.
Entonces, una vez que estuvimos trabajando juntos durante unos meses, decidimos junto con Eugen actualizar el diseño de los correos electrónicos y hacer que se vean así:
The loyalty program included a landing page on the website and setting up related email, SMS, and push flows.
We created all the essential email automation to ensure a robust foundation for the initiative.
The key of a successful loyalty program is to promote them in an omnichannel way. Subscribers also need to be educated on how they can use their points and what goals they can achieve.
Automated emails were triggered and dispatched to customers whenever they interact in any way with our store, either accumulating points, making a purchase, referring someone, submitting a review, etc.
We also sent out a campaign aimed at educating our entire customer base about the launch of our Loyalty and Rewards program.
Additionally, we added a new email to the Welcome Flow, New Customer Flow, and Returning Customer Flow to inform customers of the loyalty program's existence and how to sign up for it during each stage of their customer lifecycle.
Initially, the push notification setup consisted of automated browser notifications intended for customers abandoning their cart, or abandoning a product browsing.
A series of 3 to 5 notifications were designed, featuring a discount ladder that progressively increased to encourage customers to complete their initial purchase.
Later, we developed a Welcome Flow targeted at newly created profiles and a New Customer Flow with exclusive browser notifications aimed at recently acquired customers. These notifications contained valuable content tips on how to maximize the use of their newly acquired lighting products.
Push notification results in March 2023
In the meantime, we also worked out the best sale event strategy. For this brand, 48-72-hour long flash sales worked best two or three weeks apart. Other brands can see a better performance with a longer holiday sales event like this fashion brand.
One example is the Valentine's Day Flash Sale.
Firstly, we implemented a discount ladder with tiered discounts that boosted our average order value (AOV). This ladder consisted of a 10% site-wide discount, a 15% site-wide discount on purchases exceeding $500, and a 20% site-wide discount on purchases surpassing $1000.
Secondly, it was our first short-duration sales event, which generated a sense of urgency among our customers.
The sales event consisted of four emails, two sent in mid-February, and an extension flash sale sent at the end of February. The combined impact of all these emails culminated in our highest-ever revenue record for a sales event, amounting to $93,341, with the first Flash Sale Grand Opening email alone accounting for $43,944 in attributed revenue.
As our work shifted from a setup type of work to the maintenance and optimization stage, we started focusing on AB testing to improve click rates and popup strategies.
We increased the number of email campaigns to 12 emails per month and this gives the opportunity to learn about the audience faster.
One example is that we discovered short call-to-actions (below 10 characters) had a much higher click rate than long CTAs.
Another great example is the Focus Send Time. For the latter, we identified that sending emails at 9PM was not only showing an increment in open rates, but also in revenue (specially for CONTENT emails). As a result, we sent at least 2 of the 10 monthly campaigns at 9PM, and we also tested other times, like 3PM.
When this case study is being written, we are working on a quiz on the website to help customers choose the best lighting for their space and run a contest for user-generated content where the winner’s image is shared and receives loyalty program points. These efforts increase customer engagement and reduce customer support inquiries.
CONCLUSION
Budai Media helped a home decor brand increase revenue by $1.5 million through an omnichannel strategy that included email, SMS, loyalty, and push notifications. Before working with us, the brand had no SMS marketing, loyalty program, or push notifications.
We set up the Black Friday-Cyber Monday campaign, revamped the brand's email designs, and set up a loyalty program. Our team also implemented SMS marketing, which was the most successful aspect of the strategy, generating $760,000 in sales over three months. We also optimized the brand's email campaigns, increasing open rates beyond 50%.
AB testing was used to refine the strategy, and new customer engagement initiatives are just being implemented, including a quiz and a user-generated content contest.