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Sommer Ray

Sommer Ray Shop's 65% Email Revenue Boost



Increase in total Email Revenue


Increase in Automated Email Revenue


Increase in Email Campaign Revenue

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What started as a simple request to retool their automated email marketing system developed into a harrowing discovery of a deadly case of the “spray and pray” email approach. This approach led to the steady decay of Sommer Ray’s Shop’s open rates and brand reputation.


With the help of Chronos Agency, Sommer Ray’s Shop was able to identify the problem before it was too late. The two then worked together to finally solve the problem using email best practices and a solid data-driven email strategy.


The eCommerce women’s apparel store Sommer Ray’s Shop needed to drive their engagement and revenue. This meant they needed to retool their automated email marketing framework—that’s when they decided to partner with Chronos Agency.

The Problem

After digging around their existing framework at the time, we discovered they were relying on the “spray and pray” approach when it came to their email marketing.

This resulted in low open rates and diminished brand reputation, despite the brand recognition of model and influencer Sommer Ray herself and the store’s high-quality products.

Specifically, their spraying and praying resulted in the following problems:

1. Low Open and Conversion Rates
2. Unidentified Email Strategy
3. No Segmentation or Nurture Strategy


The Solutions


The best remedy for “spray and pray”? We helped Sommer Ray’s Shop implement the best email practices and regularly refined their framework until all the bad dirty oil is washed out of their system.


We did this by curating relevant content and offers that appealed to their email lists—encouraging their customers to engage more with Sommer Ray’s Shop. You can sum this up as improving the customer experience.



The Strategy

Our strategy can be broken down into two major actionables: list segmentation and listening to data.

For the segmentation part, we segmented Sommer Ray’s Shop’s lists into the following segments:

a. Product Type

b. Product Lifecycle

c. Level of Engagement

This way, we’re able to zero in on each segment’s data allowing us to deliver tailored messaging and content to each segment.

To top it all off, we used the Klaviyo predictive analytics tool to help Sommer Ray’s Shop refine the timing of their email sequences to maximize customer interest. This allowed Sommer Ray’s Shop to deliver timely email offers to recipients—making them more likely to convert.

Ready to get started?

We’ve put together a handy-dandy eCommerce marketing calendar to help you forecast all the sale dates you’ll need to watch out for! It’s chock-full of major and minor holidays, perfect for your eCommerce brand!
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The Results

Total email revenue

45% of store revenue, initially 27%

Flow email revenue

31% of store revenue,
initially 23%

Campaign email revenue

14% of store revenue,
initially 4%

List growth

221,055 as of december 2022,
initially 100,335


Calming Blanket wanted to increase their 27% email revenue to 35%. Chronos Agency helped them not only reach but surpass their initial goal through the use of—

Advanced segmentation
Strategically planned content
calendars and campaigns
Consistent A/B testing
Mobile-friendly designs
for campaigns

Key Takeaways

Advanced segmentation is a must-have for any business looking to improve their email revenue.

Frequent A/B testing is key to keep your campaigns updated with customers’ ever-changing needs and preferences.

Mobile-friendly design for your campaigns should be a standard to cater to customers viewing your emails via their smartphones and other mobile devices.

Set up a comprehensive segmentation strategy and follow through with profile criteria when sending specific emails.

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.

Let’s dive into what your customers really want from your brand