Introduction & Context:
Kronos Rings is a fast-growing e-commerce brand specializing in affordable yet high-quality rings. Their flagship offer—100 rings for $50—provides an unmatched deal in the jewelry market, attracting budget-conscious buyers, resellers, and fashion enthusiasts.
Despite their competitive pricing and strong product appeal, Kronos Rings faced challenges in converting website visitors into customers and retaining them for repeat purchases.
Initial Challenges:
– Low Email Engagement: The existing email marketing strategy lacked personalization and automation, leading to high unsubscribe rates.
– High Cart Abandonment Rate: A significant percentage of users added items to their cart but left without completing the purchase.
– Low Repeat Purchase Rate: Customers made one-time purchases without returning for additional orders.
The Challenge (Pain Point & Problem Statement):
Primary Issues:
1. Ineffective Email Campaigns: Generic email blasts were failing to engage customers, leading to a low open rate and minimal conversions.
2. High Cart Abandonment: Over 70% of potential customers abandoned their carts before checkout.
3. Weak Customer Retention: Despite a strong offer, only 8% of customers made a repeat purchase within 60 days.
Quantifiable Data:
– Email Open Rate: 9% (Industry Benchmark: 20%)
– Cart Abandonment Rate: 72%
– Repeat Purchase Rate: 8%
– Email Revenue Contribution: 12% of total revenue
Category
Email Marketing
Clients
Kronos Rings
Location
Athens, Greece
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To tackle these challenges, we developed and executed a data-driven Email Marketing strategy focused on automation, segmentation, and personalization.
Phase 1: Email Segmentation & List Cleaning
– Removed inactive subscribers to improve deliverability rates.
– Segmented customers based on behavior (e.g., first-time visitors, cart abandoners, repeat buyers).
Phase 2: Cart Abandonment Recovery Sequence
– Implemented a 3-step email sequence targeting abandoned carts:
– Email 1 (Reminder – Sent after 1 hour): Highlighted the 100 rings for $50 offer with urgency.
– Email 2 (Social Proof – Sent after 24 hours): Shared testimonials and user-generated content.
– Email 3 (Discount Incentive – Sent after 48 hours): Offered a limited-time 10% discount.
Phase 3: Welcome & Post-Purchase Sequences
– Created an engaging Welcome Series for new subscribers introducing the brand, best-selling rings, and an exclusive 5% off their first purchase.
– Developed a Post-Purchase Email Series encouraging repeat purchases with limited-time deals, style guides, and bundle offers.
Phase 4: Promotional & Loyalty Emails
– Sent personalized product recommendations based on purchase history.
– Launched a VIP Rewards Program, offering early access to sales and loyalty discounts for repeat customers.
The Challenges & Roadblocks:
1. High Initial Unsubscribe Rates: The new automated sequences initially saw a high unsubscribe rate.
– Solution: Adjusted email frequency and refined subject lines to better match customer expectations.
2. Deliverability Issues: Some emails landed in spam due to prior list neglect.
– Solution: Warmed up the sender domain and improved email engagement signals.
3. Discount Code Misuse: Some users repeatedly used first-time purchase discounts.
– Solution: Implemented a single-use coupon system with email verification.
The Results & Impact (Before vs. After Data Comparison):
Key Performance Indicators:
– Email Open Rate:
– Before: 9%
– After: 27% (+200%)
– Cart Abandonment Rate:
– Before: 72%
– After: 48% (-33%)
– Repeat Purchase Rate:
– Before: 8%
– After: 22% (+175%)
– Email Revenue Contribution:
– Before: 12%
– After: 38% (+220%)
– Customer Lifetime Value (LTV):
– Before: $75
– After: $112 (+49%)
Key Takeaways & Lessons Learned:
1. Email Segmentation Drives Engagement: Sending targeted emails based on user behavior significantly improved open and conversion rates.
2. Automated Cart Recovery Boosts Sales: A structured email sequence recovered 24% of abandoned carts.
3. Loyalty & Personalization Increase Retention: Personalized product recommendations and VIP programs improved repeat purchase rates.
4. Deliverability Optimization Matters: Cleaning the email list and warming up the sender domain enhanced email placement in inboxes.
5. Strategic Discounts Create Urgency: Timed discounts converted hesitant buyers without hurting profit margins.
Conclusion & Final Thoughts:
By revamping its Email Marketing strategy, Kronos Rings successfully increased customer engagement, reduced cart abandonment, and boosted repeat purchases. Email marketing is now a core revenue driver for the brand.
Scalability Potential:
– Expand Email Automation: Introduce AI-driven product recommendations based on browsing behavior.
– A/B Test More Subject Lines: Optimize email open rates with continuous testing.
– Leverage SMS Marketing: Combine email and SMS for better engagement and conversions.
This case study demonstrates the power of a well-executed email marketing strategy in maximizing revenue and customer retention for an e-commerce brand.
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