The Challenge: Launching & Scaling a Retention Marketing Strategy
7879 was a newly launched luxury jewellery brand that needed a strong retention marketing strategy from the outset. With no existing email infrastructure, we built their email and SMS marketing from the ground up, ensuring every interaction reinforced their brand identity. The challenge was not just about engagement but also about creating a high-end customer experience that encouraged repeat purchases and strengthened brand loyalty.
We worked to establish a sophisticated email ecosystem that aligned with 7879’s luxury positioning. Every email, from transactional notifications to promotional campaigns, had to reflect the premium nature of the brand while effectively driving conversions.
- Total revenue increased by 171%
- Email consistently accounted for over 40% of total monthly revenue, making it one of the most reliable revenue channels for 7879.
- Campaign revenue grew by 35%, driving key promotional efforts
- Flow revenue saw a substantial 93% increase, maximising repeat purchases
- SMS became a strong secondary channel, complementing email performance and further engaging customers at key touchpoints.
How We Solved It: A Data-Driven Approach
Building the Foundation
Before launching any campaigns, we designed a fully branded email marketing infrastructure that would serve as the backbone of 7879’s retention strategy. This included:
- A seamless integration between email and SMS to provide a multi-channel experience.
- A structured, on-brand template system that ensured consistency across all communications.
- A fully optimised sign-up pop-up that maximised lead capture without disrupting the user experience.
Automated Customer Journeys
Once the foundations were in place, we developed a series of advanced automation flows tailored to every stage of the customer lifecycle:
- Welcome Series: A structured sequence that introduced new subscribers to 7879’s brand story, showcased best-selling products, and provided incentives to encourage first purchases.
- Abandoned Cart Recovery: A dynamic, multi-step flow designed to recover lost sales by featuring urgency-driven messaging and personalised product recommendations.
- Post-Purchase Flow: A key driver of repeat purchases, this flow provided aftercare guidance for jewellery, tips on maintaining its quality, and tailored product recommendations based on past purchases.
- VIP & Loyalty Journeys: High-value customers received exclusive offers, early access to collections, and tailored messaging to enhance retention and increase customer lifetime value.
Strategic Campaign Execution
In addition to automated journeys, we built a structured campaign calendar that ensured continuous engagement with customers. These included:
- Product launches and collection highlights.
- Seasonal promotions tailored to shopping trends.
- Educational content around jewellery craftsmanship and styling guides.
- Exclusive early-access events for high-value customers.
Personalisation & Dynamic Content
To enhance engagement, we implemented advanced personalisation techniques:
- Gender-Specific Hero Imagery: Emails dynamically adjusted visuals based on the customer’s shopping preferences.
- Personalised Product Recommendations: Customers received tailored product suggestions based on browsing history and purchase patterns.
- Location-Based Messaging: Promotions and content adapted based on regional trends and shipping availability.
Transactional Email Optimisation
We didn’t just focus on marketing emails. Transactional emails, such as order confirmations, shipping updates, and post-purchase follow-ups were redesigned to align with 7879’s brand identity, ensuring a premium experience at every touchpoint.
The Results: Transforming 7879’s Retention Marketing
By implementing these strategies, 7879 experienced significant growth in email driven revenue and customer engagement. Comparing August 2024 to January 2022, the results speak for themselves:
- Total revenue increased by 171%
- Email consistently accounted for over 40% of total monthly revenue, making it one of the most reliable revenue channels for 7879.
- Campaign revenue grew by 35%, driving key promotional efforts
- Flow revenue saw a substantial 93% increase, maximising repeat purchases
- SMS became a strong secondary channel, complementing email performance and further engaging customers at key touchpoints.
Lasting Impact & Continued Growth
Even after our engagement ended, the automation, segmentation, and personalised content we implemented continued to generate substantial revenue for 7879. The strong foundation we built ensures their retention marketing strategy remains a key revenue driver.
If you’re looking to scale revenue through retention marketing, get in touch today.
