In March 2020, Covid-19 disrupted business operations around the world. It was impossible to anticipate changes in user behavior and consumer shopping patterns.
Doubling down on ad spend and building in discounts is a significant risk in uncertain times. It was important for the company to leverage the expertise of partners with proven experience scaling eCommerce brands.
As the digital ad campaigns increased website traffic, capturing new leads with compelling creative and email flows could bring in strong returns and increase brand loyalty.
Savvy use of Klaviyo’s capabilities would help the brand reach more customers consistently, and create the foundation for an effective, revenue-generating loyalty program.
The Facebook ad campaign, spearheaded by Sugatan.io, drove significant traffic to the website. In tandem, KD strategized, designed, and implemented Klaviyo email flows that optimized the ensuing traffic with a creative popup and email flow tactic: a Lottery.
The Lottery experience begins with a popup that offers a “mystery discount” in exchange for the user’s email address. The customer doesn’t learn the value of the mystery discount until they reach checkout, which entices them to follow through with a purchase.
Joining the subscriber list triggers the Lottery email flow and the discount remains eligible for 48 hours after opt-in. The customer only learns the dollar amount of the discount when they enter the unique code (delivered via email) or when they reach checkout.
The entire process creates a sense of urgency, engagement, and fun.
Firstly, KD was successful in building an email list and capitalizing on instant growth during a pandemic.
Lottery lists are typically assessed at a lower value, but this particular effort brought in a strong ROI.
The first email generated a 62% open rate with a 42% click rate, resulting in 11.5% of users placing an order.
The resulting revenue was $4.93M from the Lottery email flow.
It’s not easy to look ahead during uncertain times, but a strong eCommerce email strategy can bring in a significant payoff.
The exponential list growth also stimulated the Loyalty Program with measurable increases in customer retention and brand loyalty.
KD had Loyalty Lion set up and activated prior to launching the Lottery. The company was able to generate even more revenue with return customers who signed up for the loyalty program in addition to the Lottery.
Throughout 2020, 44K new members joined the loyalty program. Loyalty program purchases ended up bringing in an additional $1.2M in revenue.
This study illustrates how sophisticated strategies and implementation can elevate eCommerce brands quickly and sustainably, even in the middle of a global pandemic.