I saw a possibility where they saw paralysis when a smmall London retailer came to me with a database containing more than 2,000 gathered email addresses that had been unopened for months. Finding a way to turn passive data into active revenue was a common yet crucial difficulty, but I saw that a newsletter marketing solution was required.
Three unbreakable guidelines were established for our weekly newsletter:
- Content that prioritises value (60% instructional, such as “How to Style Summer Linens,” 30% promotions, and 10% corporate updates).
- Segmentation based on past purchases (individualised product suggestions).
- Unambiguous calls to action (CTAs) (limited-time deals connected to their e-commerce platform).
I oversaw the project team’s creation of aesthetically pleasing, mobile-friendly templates that complemented the design of their shop. Emojis actually raise open rates by 22%, so we A/B tested subject lines and timed it for Thursday mid-morning when interaction is at its highest. Additionally, we implemented an automated campaign called “Birthday Month Discount” that increased the overall redemption rate by 15%.
The customer witnessed a 93% rise in repeat business from email subscribers in just six months.
A 41% average open rate (industry benchmark is 21%).
18% of the recipients visited their web store.
The retailer now sees its email as their best-return marketing tool rather than a duty. This endeavour strengthened my conviction that, when done well, email marketing is a direct source of income rather than only a means of communication.
