Thread by @SantiagoCruz02

CASE STUDY: How I Took Boomba From $50,670 Per Month To $197,914 Per Month In 25 Days

[Still much more room for improvement]

//Thread//

Supp guys

For context:

Boomba is an eCommerce brand that sells Invisible Bras.

"They’re the world’s thinnest sticky bra"

Before I started managing their email marketing, they had a couple of problems.

Holding them back from scaling

In 3 areas of their strategy:

- Contact capture
- Flow Structure and messaging
- Segmentation

In this thread, I will share with you how I unfuck their email marketing.

And 3x their revenue with just a couple of tweaks.

CONTACT CAPTURE

The “lowest-hanging fruit” on every Klaviyo account is the contact capture; this account was no different, so I started from there.

Boomba only had one un-optimized popup with a weak offer collecting about 3% of their visitors into subs.

I saw an ample opportunity here.

Cause I knew that simply by increasing the conversion rate in the signup form, I would increase the rev on the welcome flow.

- The more people subscribing, the more people going through the welcome flow, and more people buying as a result of that -

So we created four new pop-ups:

1 for page load on mobile
1 for exit intent on mobile
1 for page load on desktop
1 for on exit intent for desktop

The sign-ups that popped based on page load had an A/B test:

% OFF VS $ OFF

The signup forms that popped up based on exit intent had robust messaging and a better offer.

Here as well, we tested % OFF VS $ OFF

We let them run for about a week.

And when we had enough statistical significance.

We cut the losers and keep the winners of the A/B tests.

At the end of the experiment, we were able to go from a 3% CR to 12% CR on every mobile pop up .and on desktop pop-ups, we went from 1% CR to a 6% CR

Also, we 3x the rev on the welcome flow as I had already predicted.

(if your daily traffic is under 1k visitors, I wouldn’t recommend having so many pop-ups, just 1 for mobile and 1 for desktop should work)

FLOW STRUCTURE

Before my management, they had four flows with a disorganized structure.

- The welcome flow had emails whose content belonged more to a win backflow

- The post-purchase flow had email whose content belonged to a sunset flow

- The abandoned cart flow had like 20 emails ( 97% of the emails had a less than a 1% order placed rate)

- Etc

So I set up some flows with an organized messaging structure; what flows did I set up?

Welcome flow
Abandoned cart
Post-purchase
Browse Abandonment
Win-back
Bounce back
VIP
Sunset
And more

Each flow had between 3 and 7 emails.

Every email had its specific messaging goal with relation to the flow purpose...

My value-based copywriting approach and my team’s designing skills gave these flows a 180º change, leading to better metrics and more rev.

SEGMENTATION

Before I took over the email marketing of BOOMBA they were sending email campaigns to the whole list

This un-optimized way of doing things led to poor engagement metrics and low revenue per camàign

So I crafted a monthly campaign calendar in which every week we were sending about 4-5 campaigns 80% of the campaigns were value-based, and the other 20% entirely promotional to specific segments.

I came up with 12 segments.

Two engaged segments
Six segments based on purchase behavior (core marketing segment)
Two win-back segments
Two experimental segments

75% of the time, we were sending emails to either the engaged segment or the core marketing segment

20% of the time, we sent campaigns to the win-back segments

and we spent the remaining 5% of the time playing around with the experimental segments

After setting up a better campaign and segmentation strategy with tailored content specifically targeted, we 2x the campaign rev in just a couple of weeks...

And yeah,

Basically, these 3 major tweaks allowed me to 3x this brand’s email rev in such a short period of time!

There's for sure a lot of room for improvement

We are only attributing 25% of the total brand rev to email

However, for 25 days of management, a 3x boost in rev is not that bad...

My plan is to attribute at least 35% of their brand revenue to my email strategy and I will achieve that in a matter of weeks with my proven-to-work strategy

More:

Do you think what I achieved with this brand is crazy?

Do you want to achieve something similar or bigger?

Let's talk!

Use this link to have a FREE of charge strategy session 👇 calendly.com/fourthplanetme…

If you got value out of this thread please RT 👇

https://twitter.com/SantiagoCruz02/status/1436021008226570242?s=20