Sommer Ray’s Shop is an e-commerce store founded and curated by Instagram superstar Sommer Ray. Launched in November 2018, the shop is focused on providing top-quality women’s fitness clothing and promoting body positivity, wellness, and healthy lifestyles. In 2019, the shop partnered with Chronos Agency to retool its automated email marketing strategy with the goal of driving engagement and revenue.
After an initial discovery period, Chronos Agency completed a thorough audit of all the email sends then running at Sommer Ray’s Shop. Despite the brand-recognition of model and influencer Sommer Ray, as well as high-quality products and well-produced digital marketing assets, Sommer Ray’s Shop revenue was stagnating. Existing email sequences were set up with a “spray and pray” strategy, triggering to all available recipients on every existing campaign. The result was very low open rates across the board and diminished email reputation for the store overall.
With the help of Chronos Agency, Sommer Ray’s Shop was able to quickly identify the problem. To begin with, the shop did not have any dedicated email sequences in place, at least none that mapped to specific business objectives. For example, the abandoned cart flow on the shop was only converting at 4.8%, representing a significant opportunity for improvement. The shop also did not have any list segmentation. This absence of basic sending best practices across the board was hindering the shop’s success and, most importantly, degrading the customer experience.
After the initial audit of email sends then running on Sommer Ray’s Shop, Chronos Agency decided to implement proper sending best practices across the board. The first step was to segment the email list. With these various segments in place, we could then curate relevant content and offers to appeal to those lists and encourage them to engage with Sommer Ray’s Shop.
Improving the user experience was a good starting point for many aspects of the email strategy. Inactive recipients, for example, such as those who had received numerous emails without opening one, or inactive email addresses that had bounced two times or more, no longer received emails. Promotional emails were only sent after a customer had received their products from the shop. Finally, Chronos Agency designed new ways to deliver relevant content in between pre-purchase flows to add value, which we refined by performing A/B on certain design elements such as the CTA placement for specific items.
The first step was to segment the email list for Sommer Ray’s Shop. Chronos Agency segmented by product type, product lifecycle, and the level of engagement with past emails. With these segments defined, we were able to deliver tailored messaging and content to each segment, which we optimized by performing A/B testing. In one A/B test, for example, one of the email layouts nearly quadrupled revenue/per recipient. In another A/B test, the Chronos Agency layout increase revenue more than 1000%.
Finally, using the Klaviyo predictive analytics tool, Chronos and Sommer Ray’s Shop were able to refine the timing of email sequences to maximize interest. This allowed Sommer Ray’s Shop to deliver more timely email offers to recipients more likely to convert.
After partnering with Chronos Agency and launching a revamped email marketing strategy, Sommer Ray’s Shop has seen the arrow turn upward for a number of key performance indicators. To begin with, more people are opening emails from Sommer Ray’s Shop and seeing the content: since relaunching its new email strategy, the shop has seen average open rate jump from just 6% to 25%. And open rate matters: 73% of all revenue for the shop now comes from email marketing, with 64% attributed to new automated flows and 10% to manual campaigns.
Sommer Ray’s Shop now has a solid email marketing strategy in place that is well optimized to continue generating revenue. As this case study reveals, customers tend not to engage with content that is untimely or irrelevant to their buying journey. Proper segmentation and informed content optimization based on reliable data, including close attention to key metrics, has translated into powerful results.