We Took Corrective Culture From 10% to 52% Attributed Revenue From Email

I was part of the Corrective Culture team for about 2 years before I stepped into the email marketing role. Previously, the brand focus had been oriented around organic social, and product development. As a result, the guys had a strong audience, a great product range, and a regular podcast. The one piece that hadn't caught up yet was email. 

See Before & After Below

The Challenge

At Corrective Culture, we had all the ingredients to make email into a major channel, but this was before we knew much about it at all. A previous agency had set up two flows, Welcome and Abandoned Cart, but once that relationship ended, nothing further was implemented. Email had been started, but never properly built. I started learning more - this was my first time working with email, so there was a lot of trial and error, but after a period of experimentation, we implemented a whole new strategy. 

The Strategy

Step 1: High Converting Site Pop Up

We added a new pop up designed to convert, growing the list to feed into the new flows and campaigns.

Step 2: Full Flow Suite

Two flows wasn't enough to cover the customer journey. We built out a full suite of seven flows, filling the gaps left behind and making sure every stage, from first subscriber to repeat customer, had a purpose built automation behind it.

Step 3: Bi Weekly Campaigns

Instead of sporadic sends whenever there was time, we implemented a consistent bi weekly campaign schedule, so the list was hearing from the brand regularly, building trust and authority.

The Results

After implementing our complete email strategy, we were able to see revenue sitting at over 50%, up from 10% in the same period, the previous year. 

This brand was a huge learning opportunity from me, and was really the start of my email journey. I realised the role that email could play for businesses, and was stoked to see these results after implementing our strategy. 

If email isn't yet a key part of your marketing strategy, we'd love to help. Contact us today at hq@ranamedia.au and we'll see what we can do for you!