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How a content and email marketing strategy can increase your online revenue by 105%

DIGITAL MARKETING CASE STUDY

Quality content backed by consistent email marketing campaigns can dramatically drive your online revenue

The importance of content & email

When it comes to growing an ecommerce, ensuring you have a strategy for acquisition is a given. However, having a strategy to drive lifetime value is something a lot of businesses miss. Although content can drive awareness and acquisition organically, you can use this same content in partnership with email marketing campaigns to curate customers and keep your brand at the forefront of their minds, and inbox.

Experiencing low conversion rates and low lifetime value?

It’s a common problem, and one that is very fixable. It just requires some hard graft to get your website and marketing thinking differently: how can we create a fantastic buying experience from start to finish?

Use case example

After seeing its online performance plateauing, this UK-based online pharmacy contacted me to re-energise its digital strategy. Their service focused on delivering products and treatments directly to their customers’ homes, yet their website failed to generate any significant return. My brief was to get innovative and boost their bottom line.

Multi-channel marketing strategy

01 / Breathing new life in conversion rates
There were numerous obstacles facing my client that needed to be fixed quickly in order to move forward. In particular, their return on an increasing ad spend was low, and they were losing faith in their marketing. Their online conversion rates were also poor, and they had almost non-existent customer relationships. From the start, it was obvious that multiple marketing channels were going to be needed if I was to resolve these issues.
02 / A prescription for optimisation
As an ecommerce business, my client’s main goal was to significantly improve sales via organic and paid search. The plan was not only to increase website traffic, but to improve the customer experience, generating an increase in revenue both in the short and long term. This all pointed to where my efforts needed to lie – conversion rate optimisation.
03 / Boosting Google Ads performance
I started with an in-depth analysis of the client’s Google Ads account and soon realised it had not been set up correctly. As a result, it was missing many of the best practices which help overall performance. I also identified that every campaign on the account sat at just over 1 ROAS, so were underperforming.
04 / An organic diagnosis
Next, I undertook further research to assess just how my client’s website was performing organically. This research included a technical audit to identify any underlying issues that were impacting on the site. Keyword Bank to discover and track keywords to fuel content and linking. Content Gap Analysis to flag opportunities present in the current content. Backlink Audit to benchmark link building and make competitor comparisons.
05 / Focusing on the user experience
The website had not been refreshed since 2013 and looked tired and outdated, especially compared to the client’s competition. After conducting a CRO audit and heatmap recordings, I was able to pinpoint the key issues users faced when on the website. This intelligence proved vital as it enabled me to update the site to a seamless design focused on improving the user experience (and conversion rates) via mobile as well as desktop.
05 / Prioritising customer emails
Although devices such as basket abandonment reminders and transactional emails were in place, the website offered no further ways to re-engage with existing users. With new products coming online as well as the option for seasonal promotions, this was a huge opportunity that had been missed.
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Results

Taking a multi-angle approach to the marketing strategy meant I could totally revitalise the client’s website. As a result, the client’s reputation as one of the UK’s top online pharmacies has been reinforced. They also experienced a 105% rise in revenue as well as an increase of 14% in their mobile conversion rate.

When it comes to creative content, the strategy also increased organic users by 62%, while the focused email campaign saw a 109% increase in email revenue. And the underperforming ads account has now produced a 3.88 increase in ROAS, which all leads to a very healthy diagnosis for my client.

  • 105% increase in revenue
  • 3.88 increase in ROAS
  • 61% increase in transactions
  • 62% increase in organic users
  • 14% increase in mobile conversion rate
  • 109% increase in email revenue
105% increase in revenue
105% increase in revenue
3.88 increase in ROAS
3.88 increase in ROAS
61% increase in transactions
61% increase in transactions
62% increase in organic users
62% increase in organic users
14% increase in mobile conversion rate
14% increase in mobile conversion rate
109% increase in email revenue
109% increase in email revenue
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