We focused on 3 main areas of improvement:

  1. Cleaning the email list of unengaged contacts
  2. Implementing our unique “Non Purchasers” Strategy.
  3. Automated Flow Expansion
Blue Horizon Blood Tests

Focus #1: Cleaning the email list of unengaged contacts

Almost 90% of their email list was unengaged, meaning they haven’t opened or clicked an email in 90 days. So they could get rid of these people and reduce their email marketing bill, without impacting their revenue whatsoever.

 

Because of this, their open rates were as low as 21.92%, and click rates at 2.54%.

After we cleaned their email list, we managed to re-engage a whopping 60% of their email list! We had to build their deliverability score from the ground up, and we saw consistent deliverability improvements each month until we hit 80 in April 2024. Open and click rates surged to as high as 66% and 7.25% respectively.

Focus #2: Implementing Our Non Purchasers Strategy

This client had tens of thousands of subscribers who have never purchased before. So they had a huge opportunity cost by not having a dedicated strategy in place to convert them into customers.

 

To work out the untapped revenue, we multiplied their AOV by just 1% of the people who were on their list but had never ordered – the numbers were staggering!

 

We implemented our unique Non-Purchasers strategy to help us hit 30% revenue within the first 3 months.

Focus #3: Automated Flow Expansion

With only 2 initial flows in place, we set up almost a dozen more. We provided more targeted offers on these flows, in particular the Welcome, Post Purchase and Checkout flows.

 

We segmented emails depending on purchasing behavior, and engagement of the subscriber, so every email was sent at the right time, with the very well targeted message.

 

With a full automation setup, we developed a much more robust email marketing system, and these were the results, starting from £0/ month…

Month 1 Performance:

Primary Focus: Deliverability Improvements

Month 2 Performance:

Primary Focus: Development of Manual Content Strategy (Manual Campaigns)

Month 3 Performance:

Primary Focus: Aggressive Outward Expansion of Flow Emails