Tripled Email Marketing Revenue Growth for Electronics Retailer

NIX tripled email marketing revenue in 3 quarters. Increased email list by 2.3x, active subscribers by 35%, and website sessions by 17%, boosting customer retention significantly.

Business Domain

Electronics, Retail & eCommerce
Service

Digital Marketing
Technologies

Email Marketing Automation, Web Push Notifications, SMS

Business Overview

The client is a leading retailer of electronics and household appliances in Eastern Europe with an assortment of 350k+ items on their website and in branded brick-and-mortar stores.

The company turned to NIX as an experienced digital marketing vendor in ecommerce to increase customer retention and grow revenue generated through email marketing.

Project Scope

NIX’s goal was to double revenue from the email channel. For this, we needed to do the following:

Banking app promotion comprised the following stages:

Audit the current state of the channel and email contact base

Launch engaging email campaigns and grow contact base

Automate email campaigns and implement omni channel communication

Solution

Email Marketing Audit

We conducted an audit of the current email strategy and revealed a number of underperforming activities leading to poor campaign effectiveness and low ROI:

Only 23% of subscribers were active contacts, thus, emails were flagged as spam for the remaining users.
The subscriber base lacked updates and segmentation.
There was no policy for removing subscribers from the base.
The email campaigns lacked structure, personalization, and interaction features.

Email Database Activities

Email addresses were collected solely through orders and registration on the website. To extend the base, we added widgets offering discounts for subscribing. NIX segmented the target audience, resulting in an email marketing revenue growth of 115%.

To prevent scammers and phishers from sending emails from the client’s domain, our experts set up SPF, DKIM, and DMARC authentication. This decreased the likelihood of inbox providers blocking emails and sending them to spam.

New Campaigns Development

Our experts designed a style guide containing a tone of voice, color palette, logos, etc. to increase brand awareness and make email campaigns consistent. At the same time, we created a master template with different designs for specific audience segments and needs—some emphasized informativeness, while others focused on interactivity with games, polls, and quizzes. To choose the most efficient email marketing hypotheses, NIX ran regular A/B tests to choose the most efficient email marketing hypotheses.

01 Welcome Email Series
02 Re-engagement Email Series
03 Promotional Emails
04 Gamified Emails

01
Welcome Email Series

We developed a sequence of emails sent automatically to people after they sign up to introduce the client and give them extra perks like limited-time first purchase coupons. The welcome email series increased the retailer’s email marketing revenue by 140%.
02
Re-engagement Email Series

As 77% of subscribers in the base were inactive, NIX experts launched a series of re-engagement emails containing a discount code for purchases. Through this, we recaptured 6% of inactive subscribers and cleaned the contact base to keep the list healthy and up to date.
03
Promotional Emails

We updated the email structure, added more visuals, and increased email frequency up to 10 times per month, getting the word out about special offers, holiday promotions, new arrivals, giveaways, etc. This step allowed revenue from promotional emails to grow by 86%.
04
Gamified Emails
We added game elements to emails, making them more enjoyable, captivating, and rewarding. The following emails were intended to pique subscribers’ curiosity:
- Lead magnet roulette email
- Rebus email
- Holiday season emails
As a result, website transactions grew by 16%, revenue from roulette increased by 30%, and revenue from the holiday season rose by 405% in comparison with the previous year.

Email Marketing Automation

We opted for email automation to increase customer lifetime spending, improve personalization to prospects, and enhance reporting on campaign results by following these steps:

01 Triggered Emails
02 Recommendation System
03 Multichannel Approach

01
Triggered Emails
Triggered emails were prompted when subscribers took particular actions on the website or when it was needed to notify subscribers about certain changes. We sent the following emails:
- Abandoned cart and abandoned view emails
- Pre-sale and cross-sale emails
- Product catalog emails
- Unsubscription emails
Triggered emails led to a revenue increase of 230% and a 20% decrease in unsubscribes. 3% of subscribers who started to unsubscribe made purchases instead.
02
Recommendation System

We developed an automated recommendation system based on key parameters about subscribers and their interactions with the online store.
03
Multichannel Approach

The brand interacted with customers using a combination of communication channels—website, email, mobile via SMS, messaging apps, and push notifications 2-3, times per month each. The multichannel approach expanded outreach and generated an additional 11% of email marketing revenue.

Outcome

Within three quarters the NIX team managed to satisfy all the client’s requests. We significantly improved customer retention through high email engagement, which resulted in the following outcomes for the brand: