Dewha is a Singaporean skincare brand dedicated to delivering premium skincare products that focus on a simple skincare routine to easily achieve healthy, glowing skin.
The Challenge
- Email flow revenue was only 5%, which is below average.
- The store faces a big challenge because it has a custom product page and a different checkout page using Woocommerce.
- Five current flows are causing problems because they have bad content and errors, which is hurting revenue.
The Solution
- Strategically set up 08 flows, including 04 core flows and 04 advanced flows, fully tailored to customer interests and insights.
Review integration, develop a unified solution, conduct user testing, maintain regularly, implement data backup, and stay updated with platform developments.
- Using the API, create custom metrics such as 'Viewed Product,' 'Added to Cart,' and 'Active on Site' when users log in.
- Create a custom product feed to add to the Catalog for use in emails instead of using the Catalog integrated from Woocommerce
- Enhance the design of all emails and transition away from text-based content.
Results
- Email Attributed Revenue: 5% -> 29%
- PHP3,263,000 ~ US$58,941 Generated from email flows in 30 days
What we do
Problem Discovery
- Audit existing email marketing system.
Understand Client’s Business
- Business Model and Products/Services
- Target Audience: customers’ demographics, psychographics, and buying behaviors.
- Current Marketing Strategies: Review existing marketing efforts, channels used, and their effectiveness.
- Email Marketing History: Analyze past email campaigns, including design, content, frequency, open rates, click-through rates, and conversion rates.
- Customer Feedback and Reviews: Look into customer feedback, reviews, and testimonials to gauge customer satisfaction and common pain points.
- Competitor: Research competitors' email marketing strategies and performance for benchmarking.
- Tools: used for email marketing and related ones.
- Expectations in email marketing.
Strategy Design: Resolve the Problem
1. Collect subscribers’ data
- Apply on-site quizzes to track the audience’s skill level and interests
- Segment sign-up forms to collect more data
- Add custom properties for subscribers based on their behaviors on emails.
2. Build detailed segmentations based on data collected: by Category and by Concerns / Age group / Location
3. Set up 08 email flows: pre-purchase, post-purchase, and advanced.
WELCOME SERIES FLOW
a. Collect subscribers’ emails:
- Opt-in and list growth strategy should be regarded as one of the most important strategies .
This step is the foundation for a successful email marketing journey. In addition to collecting emails from customers who have placed orders or abandoned their checkout, we will take all avenues to expand our email list:
- Popup form:pffer free ebook
- Newsletter subscription (footer): secret gift
- Blog
- Social media
b. Implementation:
- Send automated emails to customers who actively subscribe to the store.
- The flow includes 32 emails, running over 8 days, to educate and convert subscribers into customers.
- Emails are personalized based on customer's browsing history, tailoring content to their specific interests in products like Masks, Toners, or Eye Creams.
ABANDONED CHECKOUT FLOW
- For customers who have started checkout but haven't completed it yet.
- 12-email flow with A/B testing: one set of 4 emails over 2 days, and another set of 4 emails over 3 days.
- The flow is triggered by cart value for customized content: segments for cart value >PHP 899 and ≤PHP 899.
ADDED TO CART ABANDONMENT FLOW
- For subscribers who have added items to their cart but haven't checked out yet.
- The flow includes 18 emails, each segmented and personalized based on 18 different customer concerns such as blackheads, moisturizing, anti-aging, etc.
BROWSE ABANDONMENT FLOW
- For subscribers who have viewed products but haven't added them to the cart
- 24 emails across 4 days, each addressing unique customer concerns such as blackheads, moisturizing, anti-aging, and more.
SITE ABANDONMENT FLOW
- For subscribers who are active on the site but haven't viewed products.
- A series of 4 emails, each rigorously filtered to avoid sending the same email to a customer within 14 days.
POST-PURCHASE FLOW
- For customers who have recently made a purchase
A series of 51 emails, each triggered based on the customer's purchase history: first purchase, second purchase, and beyond.
- Each email is tailored to the product purchased, providing detailed instructions and practical tips and tricks related to the specific item.
- Personalize nội dung email dựa theo product type khách đã mua hàng, chia sẻ hướng dẫn sử dụng và tip/trick liên quan trực tiếp đến sản phẩm khách đã mua.
WINBACK FLOW
- For customers who have exceeded their Buying Cycle Time but haven't made a purchase yet.
- 3 emails over 6 days, with the sending time based on the buying cycle.
BIRTHDAY FLOW
- 3 emails (one coming 10 days before the birthday and the others right on the birthday), offering a massive birthday gift.
CUSTOMER REVIEW FLOW
- 4 emails, requesting reviews from customers XX days after their order.
4. Data Feed & Tags
- Create custom catalog feed based on categories and concerns.
- Add tags related to product preferences and customer concerns to personalize content and calls-to-action (CTAs) in each email.
Onboard: Delivering The Solution
- Getting Started with Klaviyo: Foundation for Growth
- Building Lists and Segments
- Designing Emails that Convert
- Creating First 5 Automated Flows
- Creating 3 Advanced Flows
Optimize
- Review the AB test results to optimize our email flows and campaigns monthly and quarterly to find the winning formula for our email marketing strategy.
Results
- Email Attributed Revenue: from 5% to 29%
- Increase in Email Revenue: 19x
Office 1: Bien Hoa PT Plaza, 528/33 Ha Noi Highway, Quarter 4, Tan Hiep Ward, Bien Hoa City, Dong Nai, Vietnam.
Office 2: 132 Phung Hung, TDP6, Phuc La, Ha Dong, Ha Noi, Vietnam.