Thinking
One of our Email Marketing Specialists at Public Nectar, Rad, recently took over an e-commerce client's email account that was failing to engage their audience and drive sales, resulting in a significant loss of potential revenue.
In just three months, he increased their email revenue by a staggering 175%, now accounting for over 47% of their total business revenue.
Here's a step-by-step breakdown of how he did it.
1 → Optimising for List Growth
The client's website only had a basic embedded form that didn't incentivise sign-ups. Rad knew this was a major missed opportunity.
He implemented a pop-up offering a 10% discount on the customer's first purchase, a compelling incentive for this raffle-style competition brand.
We personalised the pop-up because we want to send targeted and personal emails to all of our recipients. We also utilised a teaser, which is a great conversion booster for sign-up forms."
Rad, Email Marketing Specialist at Public Nectar
By optimising the sign-up process and offering a clear incentive, Public Nectar increased the client's email list by 5,000 subscribers in just two months.
2 → Revamping Email Templates and Flows
Previously, the client was using basic default templates with minimal branding. Rad and his team completely reworked these to mirror the look and feel of the website, creating a seamless customer journey from email to landing page.
They also optimised the copy, personalising subject lines and preview text to boost open rates. Beyond the welcome series, they set up three core abandoned cart flows and a post-purchase nurture series.
These enhancements laid the groundwork for the explosive campaign performance to come.
3 → Granular Segmentation for Campaign Success
With the foundational improvements in place, Rad turned his attention to optimising the client's extensive campaign schedule, often sending 3 campaigns and 1 SMS per day.
Because the emails were promoting time-sensitive raffles and competitions, “smart sending” settings that send campaigns slowly rather than all at once would have hurt profitability.
The key to maintaining engagement with such high send frequency was granular segmentation.
By excluding unengaged segments and recent purchasers, Public Nectar was able to achieve an impressive 55% open rate and 1.6% click rate despite the frequent sends.
By closely monitoring deliverability metrics like unsubscribes (0.21%) and spam complaints (0.04%), they were able to maintain this aggressive but profitable rhythm.
These strategies have put the client on track to generate over £1 million in email-attributed revenue this year.
That’s what expert-run and optimised email marketing can do.
If you're ready to see this kind of growth from your email channel, book a free audit with Public Nectar today. We have the key to unlock the full potential of your subscriber list.
Strategy Insights
→ Incentivise Sign-ups:
A small discount or compelling offer can dramatically boost email capture rates. Make sure your incentive aligns with your brand and products.
→ Seamless Design:
Your emails should look and feel like a natural extension of your website. Consistent branding builds trust and makes for a smooth customer journey.
→ Segment and Conquer:
Granular segmentation is key to maintaining high engagement and conversion rates, especially if you're sending at high frequencies. Exclude unengaged and recently converted segments.
→ Monitor Deliverability:
When sending at high volumes, closely watch key metrics like unsubscribes and spam complaints. This allows you to maintain an aggressive but sustainable cadence.
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