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This Email Design Change Delivered Big đ¸
A simple fix in Email #1 of the Browse Abandon flow led to a 2.3x revenue surge. Here's what it looks like...
Danny Zee
August 27, 2024 ⢠You can read this in: 5 minutes
Most brands âset and forgetâ their email flows, bleeding revenue and wasting ad spend. My Email Flow CRO plugs those leaks, drives up revenue, and sharpens your brand. Want to see how much extra you could be adding to your bottom line? Get a free audit today.
Today, weâre diving into Revel Nailâs account. Revel returned to Klaviyo after a stint with Attentive and they took it as an opportunity to refresh their email look and feel, especially in the automation department.
Let me introduce them:
Revel Nail: Started in Jersey with a big dream. đ đ Theyâve blown up from a small team with 25+ years in the beauty game to a global powerhouse, shipping to 50+ countries and winning awards left and right. Theyâre not just in the nail bizâtheyâre reinventing it, one dip at a time.
Alright, letâs get to it!
Browse Abandon Email #1
So! What did we changeâŚ
We changed the hero image to be a close up of both the product and a fine set of nails
We gave the branding and design a refresh with fonts that were more in alignment with where the brand is now
For a lot of brands, email flows are the oldest looking brand representations around. Why? Because flows are the Good Bois of eCommerce. They just work. They donât complain. They deliver ceaselessly. If youâre not looking, theyâre just going about their business, making you money.
The problem is that while youâre engaging on social media, creating ads, updating your homepage and all that sexy top-of-funnel stuff, your email design remains back where you started, and thatâs sometimes very different from where you are now.
We also improved the header Menu and Footer, creating Universal assets that we can deploy across all emails in the account. This means that any updates we want to make in the future are 5 minute jobs instead of several-day jobs for VAs.
We improved the copy, making it more engaging and more legible. The original image was not great for mobile and wasnât even that good for desktop. Quality was poor and font size and weight were way off base.
THE RESULTS
And just like that, we 2.4xâd the revenue of this Good Boi that runs on repeat. Itâs had a clip, a wash, toenails filed and given a brand new collar thatâs on brand and makes people want to spend more money.
AOV improved by 83% đ
Placed Order Rate improved by 32% đ
WHAT YOU CAN DO
Make a map of your automations so you can visually see everything. I do this for all my clients and it looks something like this when itâs fully built out:
Fully built automation map, brought to you by Zee Media.
Spot check all the emails in the account and mark the ones that have obviously old design.
Tackle the main offenders with the most traffic first. Bring them up to speed. Ideally, test them to ensure the changes youâre making arenât hurting the account.
Test one thing at a time to prevent creating infinite variables of the customer journey. (Priming is a thing. People who receive Email #1A can behave differently when they get to Email #2 when compared to Email #1B recipients.
Or, because Iâm sure youâve got a lot on your plate, just ping me. I love what I do because Iâm able to prove how much more money my clients are making as a result of working with me.
If Iâm not making you a solid ROI within the first three months, Iâll fire myself. âď¸
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