The Solution

First, we’d make the email marketing channel a big revenue and profit contributor. This added cash in the pocket would then allow the brand to reinvest more in advertising, scale its social, and diversify in new channels more effectively. Secondly, we’d do everything in a fully automated way. Not just the core automation like cart and checkout abandonment. But also more advanced journeys, such as passive user research, review collection, and even highly personalized, plain-text “check-up” campaigns (a shockingly underutilized technique to enhance the shopper’s experience and boost deliverability).

A huge buying block for shopping for sunglasses online is the inability to know whether they’d fit your face without trying them on. Working together with the brand, we developed an on-site “quiz-like” experience that allowed the users to select the most appropriate glasses based on their facial bone structure and gender.

It was a campaign that matched the user’s needs perfectly. Even though we hacked it together in a couple of hours using nothing more than WordPress’s Elementor Pro, the results speak for themselves.

The campaign topped at a 38% conversion rate and averaged a 20.5% conversion rate over a 7-month period, But here’s the best part. We used this opportunity to also collect zero-party data from the subscribers. In the future, this means we’d be able to make personalized recommendations based on the user’s gender and facial structure.

We created the core e-commerce flows. This included retargeting automation, such as cart and browse abandonment flows. It included onboarding journeys for new subscribers and post-purchase sequences that ensured the shopper’s expectations were met. The difference is in how we executed this automation.

Online shopping lacks the human touch offered in brick-and-mortar stores. Apart from that, when it comes to eyewear specifically, each subscriber has different needs and styles. Even though the price point is not high, there is anxiety.

The way we alleviated that anxiety was through highly personalized content. The automation pushed new sales, yes, but they also checked how the shopper was doing, whether they were happy with their purchase, what new products the brand ought to develop, and more. The Greek e-commerce market is thriving but years behind in marketing innovation. This was a highly unusual experience for Greek shoppers. They responded in an extremely positive way. First, by shopping. In as little as 90 days, email marketing was contributing 20% to the store’s total revenue. Secondly, by replying to the brand’s emails, giving feedback, reviewing products, and actively engaging with the brand’s content in other channels.