Transforming Seasonal Peaks into Year-Round Revenue
How Dispatch's Email Strategies and Creative Increased My Life in a Book's Email Marketing Revenue by 303% in 3 months.
Company: My Life in a Book
Industry: Personalized gifts and publishing
Dispatch Services Retained: Email & SMS & Strategy Consulting, Design, Copywriting
Platforms Used: Klaviyo
Length of Partnership: 3 Months
Key Problems:
Seasonal Business Model:
Reliance on peak seasonal gifting periods led to major revenue fluctuations, with long periods of low revenue coming from email marketing.
Underutilizing Campaigns:
Minimal email campaigns were being sent due to the belief that the brand didn’t have the ability to create consistent content that their subscribers wanted to engage with.
Under Performing Automated Flows:
Only the basics were being covered, with subpar strategy, copy, and design which were not conveying the high quality products and experience the brand was providing.
What Dispatch Did:
Optimization of Core Email Flows: Revitalized their Welcome Series, Abandoned Checkout, Cart, Post-Purchase, and Sunset Flows with enhanced targeting strategies.
Introduction of Evergreen Campaigns: Launched weekly newsletters featuring story prompts to deepen customer relationships, encourage consistent engagement, and organically build a better understanding of benefits the product offered.
Results:
Within just 3 months of partnering with My Life in a Book, email marketing was driving 30% of all store revenue, up from 10% prior to the project, with total store revenue up over 300% compared to the same period last year.
BACKGROUND
My Life in a Book specializes in creating personalized books that capture the unique stories of individuals' lives. Facing challenges with a highly seasonal business model, they needed a full-funnel strategy to drive year-round revenue from email marketing.
The Challenges
An initial comprehensive audit at the start of our partnership with
My Life in a Book revealed several areas needing immediate attention:
Our audit revealed several challenges:
Campaigns:
Campaigns lacked frequency and design quality, failing to engage and convert subscribers effectively and consistently.
Flows:
Existing flows only had basic templates in place, with minimal strategy involved to help nurture new subscribers, help potential customers overcome their objections, and deliver a great post-purchase experience.
KEY OBJECTIVES IDENTIFIED
Develop a content strategy that would allow My Life in a Book to easily send campaigns at a regular cadence in order to generate consistent revenue from their list.
Optimize the Customer Journey by rebuilding existing automated flows and creating new ones that the brand needed to drive incremental revenue.
THE SOLUTION
Strategic Approach
1
Audit & Analysis
Audited existing campaign and flow strategies, mapping out the existing customer journey.
2
Automated Flows Strategy Development:
Once we deeply understood the brand’s customer journey, we identified gaps in messaging along customer journey that could be filled to lead both new subscribers and existing customers lower down the funnel and drive incremental revenue.
Implementation
All Core Flows Rebuilt:
Optimized core automated email flows, such as the Welcome Series, Abandoned Checkout, Post Purchase, Sunset flows. These flows were tailored to meet customers at different stages of their journey, enhancing engagement and driving incremental conversions.
Post Purchase flows were segmented between those purchasing for themselves, and those purchasing as a gift for others, with tailored upsell offers in place to convert each.
Design was elevated to help communicate the brand’s premium quality.
Segmentation
Provided an improved segmentation strategy focused on sending to engaged subscribers to help maintain a high level of deliverability.
Created core segments for Prospects, One-Time Purchasers to understand engagement and conversion data from each.
Campaign Strategy & Templates:
Built easy-to-update templates for the brand to be able to action our new content strategy on a weekly basis.
Built out dynamic logic in Klaviyo in order to display the brand’s welcome offer to prospects only in each campaign send.
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THE RESULTS
Attributed Email Revenue:
303% increase from the previous year
Campaign Revenue:
956% increase from the previous year
Flow Performance:
Open Rate: 1.3% increase
Unique Conversions: 752.9% increase
Conversion Rate: 33.3% increase
Average Order Value: 4.9% increase
Flow Revenue:
697% increase from the previous year
"Dispatch is by far the best service provider of all industries combined I've worked with since I've started running this brand. Hats off!"
Karim
CEO at My Life in a Book
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