Cracking the Code for Olivia Jewelry:
10x SMS / 2x Retention Revenue In a Year
46.85%
Growth in YoY Owned Revenue
3x
Number of raw clickers (unique engaged users) in busiest period of the year (Nov/Dec)
10x
SMS revenue in busiest period of the year (Nov/Dec)
About Olivia Jewelry/Their Journey
Olivia Jewelry is an online retailer specializing in high quality, sentiment driven jewelry – bracelets, rings, and necklaces designed to be gifted with meaning.
When we started working with them during BFCM 2022, they had yet to fully tap into SMS as a revenue driver. Our goal was to grow their SMS subscriber base, improve engagement, and turn it into a high-converting channel.
Since then, we’ve set way more ambitious goals, which led to results SMS revenue 10x-ing (Nov-Dec 24 vs Nov-Dec 23), as well as total retention revenue (email/SMS) doubling year on year.
How? Through better segmentation, stronger BFCM offers, and targeted holiday promotions. This led to a tripling in raw clickers (5 – 15k) per mo.
Additionally, by focusing on the entire customer lifecycle journey, we were able to expand flows to 23 touchpoints, increasing the likelihood of the prospect converting, and thus driving more revenue from lifecycle marketing.
Even (More) Results
- Achieved a 2x increase in Email & SMS revenue (November–December 2023 vs. November–December 2024).
- Realized a 10x increase in SMS revenue (November–December 2023 vs. November–December 2024).
- Tripled the number of raw clickers (unique engaged users) in November and December 2024.
- Successfully met the goal of 25% Email & SMS revenue growth.
- Increased Campaign Revenue percentage from an average of 3–4% to 8% in November and December 2024.
- Achieved a +46.85% growth in Owned Revenue YoY.
- Maintained a high domain reputation and deliverability rates, even while consistently sending to almost 95% of the list throughout November and December.
How We Did It
1. Developing a comprehensive content plan (+ strategic retargeting for non-openers/clickers)
Life gets to everyone.
Sometimes our emails just get sent at the ‘wrong times’, and prospects that were primed and ready to convert slip through the cracks. That’s why it’s so important (during peak periods like BFCM) to go after your non-engagers.
This means segments where profiles have received emails once over all time (not clicked/opened), where campaign name = XYZ, with often a different subject/preview line.
Sounds simple, but we see anywhere from 10 – 30% additional revenue from campaigns like these.
2. Introducing exclusive pricing and discounts for Email and SMS subscribers during the BFCM period.
BFCM is the most competitive and discount-heavy time of the year, so we needed to ensure our offer stood out in a crowded inbox. By crafting exclusive, high-value deals for our email and SMS subscribers, we gave them a compelling reason to join the list and stay engaged.
This also meant completely revamping our pop-ups, email creatives, and SMS messaging to align with BFCM themes, creating a seamless, urgency-driven experience that maximized sign-ups and conversions.
3. Enhanced flow touchpoints ahead of BFCM to boost acquisition and grow the subscriber list.
The more buckets to catch the fish, the better.
We optimized pop-up timings, time delay between flows, and had the discount code show both on the success page of the pop-up, as well as the welcome email.
Banners were added to our top performing flows as well, on top of building new flows like ‘search abandon’, ‘collection abandon’, exit intent pop-ups.etc
4. Implemented advanced segmentation strategies, moving beyond standard engagement metrics from the past 90 – 120 days.
*Redacted* – company secret, sorry 😉
5. Analyzed top-performing emails weekly (& incorporating successful design elements into future campaigns)
It was a never ending iterative process for us, where we tracked engagement metrics religiously to see what creatives worked and what we could implement for our next campaigns.
6. Creating separate promotional campaigns for SMS/Email to provide VIP treatment for SMS subscribers
While SMS is more costly than email, it offers a direct and immediate line to our subscribers. To maximize its impact, we created exclusive SMS-only promotions, giving subscribers a strong incentive to opt in and stay engaged.
By treating SMS subscribers like VIPs – offering early access, special deals, and personalized messaging – we reinforced their decision to share their numbers, increasing both retention and conversion rates.
7. Gradually expanded campaign segmentation before November to maintain high deliverability rates.
With the high volume of sends we were anticipating during BFCM, it was important to start ramping up our sends early, to ensure we do not get flagged by inbox service providers during the busiest time of the year.
This helped us maintain high domain reputation and deliverability rates, even whilst sending to almost 95% of the list throughout November and December.
Ready to get started?
Let’s discuss how we can help your eCommerce business thrive! Book a call today to discover the power of lifecycle and retention marketing for long-term growth.
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