Coin Supply Express is an e-commerce retailer that sells collectible supplies.
Role: Designer/Writer
Goal: Create an e-mail marketing schedule to increase customer retention, website traffic and sales.
Results: Saw a 15% increase in website traffic and a 7% monthly increase in sales. Increased customer retention rate by 10%.
Here is how this was accomplished:
Step one was to create an email and website header that matched the Coin Supply Express brand. The website had an American Flag background that the owner was unhappy with (unfortunately I did not take a before image). After grabbing colors from the logo and taking some time to think about what to do, I decided to go with the simple two color header that included our taglines. The owner was thrilled with how the design came out and had me reach out to our developer to make it happen.
The next step was to tackle an email header. Using the same colors to keep the branding consistent, I went with a floating logo and the angled break to separate the brand statement and tagline from the company info. This header has been used in every email campaign since its creation.
Now that we have something to work with, it was time to plan an email schedule. We spent a lot of time leveraging user analytics, sales reports, ad performance and customer service phone call notes to create a year long plan of marketing and sales emails. Once the plan was made, it was time to make some emails! Check them out below.
These are just a few examples of the e-mails created. With all the different products that the site offers, I created a map of the necessary information in each email:
Informational - The e-mails must contain relevant information about the products to entice the customer to visit the website and check out our products. It was very important to follow our brand’s tone and keep the emails professional, informative and enthusiastic. The goal is to get customers hyped about solutions for storing their collectibles while building trust that our site is going to have the solution they need.
Images - Leveraging sales analytics, I was able to create a list of popular products and include images for those products. The goal was to show off products and brands that people are familiar with. That familiarity builds trust and drives traffic to the site.
Call to Action - Creating a call to action that is clear, concise, and lands on the correct page was crucial. Whether the e-mail was about an entire product category or specific items, the call to action buttons created were the most clicked link on the e-mails. With over 50% of clicks coming from the call to action button, it was very important to not overlook this very important part to any e-mail.
This strategy worked! The plan has been successful and has increased traffic to the website, sales, customer retention and customer satisfaction. It has been 9 months and we expect to see even more growth over the next few months. Every month we review data and brainstorm for any improvements that can be made, make the improvements and continuously watch the sales and traffic numbers climb.