Increase revenue from email while standing out in the inbox with relatable messaging, and beautiful and attention grabbing design that builds brand equity. The mission from Vessi was simple: increase revenue from email while maintaining and growing brand equity.
We started out by dialing in advanced segmentation. This allowed us to send campaigns more frequently without burning the list by customizing which groups of people received messages at various frequencies. Next we dug into the flows. We implemented:
- Advanced flows (these aren’t your basic abandon cart and welcome sequence)
- Flow extensions (extending flows out where it makes sense to drive more incremental revenue)
- Split tests
Over the past 3 years, we have implemented over 100 of these small improvements in Vessi’s flows. That has added up to big gains.
Results by Year Since 2019:
In 2019 we increase email revenue nearly 4,000% while also increasing the Percentage of revenue coming from email by over 200%.
These strategies combined with solid copywriting and design geared toward driving sales while building brand set us up for long term success.
But we weren’t stopping there. In 2020 and 2021 we kept rolling. Increasing email revenue by another 108% in 2020 and increasing email attributed revenue by over 50% in 2021.
Our team knew that focusing on this was one of the biggest opportunities for growth in 2021, and they were right.
As of the end of 2021, email accounts for around 30% of all of Vessi’s revenue.
Considering the rapid revenue growth Vessi has achieved overall, improving the growth of the email program at an even faster rate is one of the biggest email marketing wins in the apparel and footwear industry.