Email Marketing Earned our Client’s Fashion Site $350,000 on Black Friday

Business Type: B2C
Website Type: eCommerce
Service: Content Marketing, Conversion Rate Optimisation, Design, Email Marketing, PPC, SEO, Social Media Marketing

What You Need to Know

  • $350,000 generated from 3,859 sales from email marketing over the Black Friday period.
  • Site visitors from email converted at 8.59%.
  • 124.4% increase in users on the site from search engines in three months.

The Business

Our client sells gorgeous upmarket baby clothes in New Zealand. They have a dedicated following in New Zealand and Australia. Still, those dedicated followers could be critical of releases that didn’t meet their expectations, as customers have every right to be and so the branding, tone and marketing messages are highly important for their business.

Our Objective

Our client’s main objective is to break into the UK and US markets whilst maintaining their decent growth rate in New Zealand and Australia. As fashion moves so quickly, they needed a fast and responsive marketing agency that could keep up with a continuously changing landscape. They also needed an agency that could understand the precise positioning of their brand, something that’s always important in marketing but crucial in fashion.

How We Achieved It

The Package

Our client is an established, seizable business with international ambitions. That means they need a large, multichannel marketing campaign to stay ahead of the competition. We started on a large-scale marketing campaign that included SEO, Content Marketing, Influencer Marketing, Email Marketing, PPC, Paid Social, and Web Development and Design. One key advantage of getting all these services through a single agency like Exposure Ninja is that you can be sure the different channels are working together towards a shared goal.

The Strategy

To start with, we scoured our client’s site for easy SEO, and Website Development wins. We focused on fixing technical errors and identifying any poor experiences for the users that might block a sale. Potential buyers have high standards. If it’s not easy to buy through your website, users will hit that back button and jump over to competitor websites in the blink of an eye.

With the site cleaned up, we moved onto the Content Marketing and Influencer Marketing phase. We wanted the client’s website to be a place that readers would enjoy even when not shopping for new clothes. We created a content hub packed with information and fun articles that our target audience would enjoy with that in mind. The content we create is themed to match new releases. To break into the UK and US market, we worked hard to build up a list of influencers who would share images and videos of the clothes being worn on their platform.

Last but not least, we worked tirelessly on an Email Marketing campaign to promote key marketing events such as Black Friday and Christmas. As is best practice, we divided our email readers into distinct groups or segments and wrote emails specifically for their needs. This is a great way to improve the open rate and ensure that emails don’t end up in the dreaded spam folder. We also went hard on marking sure that our emails were visually appealing, given the importance of strong visuals in this market.

The Results

As a result of our work, our client had an exceptionally strong Black Friday and Christmas season. Over Black Friday and Cyber Monday, our client earned $350,000 from 3,859 email marketing sales. In fact, email readers were converting at a super high rate of 8.59%. This ended up beating the previous year’s Black Friday email marketing campaign by an impressive 375%.

In the image, you can see our email marketing campaign (blue) compared to the previous year’s (orange).

In the image above, you can see our email marketing campaign (blue) compared to the previous year’s (orange).

Over the same period, we also saw a vast improvement in site visitors through search engines. We saw a stunning 124.4% increase in organic traffic in just the first three months of our campaign. At the same time, our influencer campaigns helped drive referral traffic and traffic through social media.

At the same time that we were bringing more people to our client’s site, we also managed to improve the rate at which people on the site made purchases. Our client’s site was already converting at a respectable 4.48% when we started work. However, thanks to the hard work of our Dev Team, we were able to spot a few places where we could improve the user’s experience. This resulted in an 8.67% improvement in conversion rate, which is more significant when you consider the extra people on the website.

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"Exposure Ninja is fantastic! No matter which member of the team I deal with, I am always talking to a true expert. They are passionate about their field, fun to work with and are brilliant at what they do."
Sarah Willingham
Sarah Willingham, Entrepreneur and "Dragon" on Dragon's Den