attributed to email revenue
increase in average email open rate
increase in average monthly store revenue in 2021
Bringing effortless charm to premium high-end jewelry, Jan Leslie is an eCommerce brand that specializes in cuff links, tuxedo sets, and 18k gold jewelry. Wanting to branch out from the limited brick-and-mortar options and changes in customer behavior, they started a partnership with Chronos Agency.
Over the years, Chronos Agency has helped them to scale their email marketing channels for increased revenue. Continue reading to find out how we achieved some amazing results during.
Changes in customer behaviour during the pandemic required the Jan Leslie’s marketing strategy to change as well. Even though most jewelery purchases are done face to face, it was also improtant for them to engage new customers and sell products through email marketing.
We focused on VIP customers who are the major contributors to the brand’s revenue. Exclusive VIP-only offer as well as strategies were introduced to ensure high conversion rate.
Chronos implemented several strategies and framework for Jan Leslie so that they could reap the most out of BFCM season. This included about 60% of email attributed revenue which mostly came from the campaigns. We could also see more than 3x increase in average monthly store revenue.
Here’s a super brief rundown of the tactics our team used:
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Up to 60% during BFCM 2021
35% increase
3x increase across 2021
Jan Leslie went into BFCM 2021 needing email to carry more of the load as in-person jewelry buying slowed. Chronos built the season around their VIP segment, and email finished at up to 60% of attributed revenue. The tactics behind it:
In high-AOV categories, a small VIP segment can carry most of a season’s revenue.
When in-person buying slows, email becomes the primary selling channel and should be resourced that way.
Campaigns, not flows, drove the majority of Jan Leslie’s BFCM email revenue.
Social content gives campaigns something to say beyond the offer itself.
Lifecycle marketing is a much larger iceberg than you think. It’s more than just slapping together two different strategies and forgetting about it. It requires a dedicated team who’s learned the language of customer data and in turn translating that into a game plan.
Chronos Agency has dedicated 5 years of its existence decoding the customers’ minds of over 400 brands. And now, we want to share what we’ve learned with you so you too can rack up the 20% to 30% revenue boost our past partners have reaped.
