Executing Email Marketing Campaigns: Insights Analysis and Reporting for Feels Like Home
I worked as email marketer within the marketing team at Feels Like Home, an upscale furniture retailer that does most of its business offline, but the company has recently started to expand its online base through various marketing campaigns. For the shake of its online presence, the company decided to lunch new line of furniture called "FOR ALL". The "FOR ALL" line features the brand's high level of craftmanship, but at a lower price point then their previous offerings. Feels Like Home’s main business goal for the "FOR ALL" line was to grow their total active customer base by 30% within a year of launch. As a role of email marketer,
I was tasked to set two email marketing goals along with strategic SMART goals that aligns with overall business goal. The two marketing goals that I have established are:
Goal 1: Grow the email subscriber list by the end of September
Goal 2: Increase the monthly email conversion rate
Now, I established SMART goals as follows:
After setting up SMART goals, I was tasked to run many different email series: I have extracted few email series into word document, and it goes like:
Here in the welcome email, I offered discounts with discount coupon for new customers who have recently joined Feels like Home.
Here is introduced FOR ALL line to the customers.
Here in this email , I have promoted some of the products of Feels Like Home
Finally, I was tasked to observe the performance of all email campaigns and prepare report on it, the email campaign performance goes like below:
According to this email campaign performance data, I create many slides in power point presentation with summary and recommendation at the end of each slide. The power point presentation slides go as shown below:
Summary: Before lunch, new subscribers were increasing with the difference of about 200 then that of previous month. After we lunch ‘For all’ line in July, there is increase in subscriber list by 2100 approximately making subscriber difference of 400 than that of previous month June. Subscribers are added at the rate of 2000 per months after July then goal of obtaining 12k subscribers will be obtained around December
Recommendations: Our email marketing effort was good but is not much effective to achieve the goal. Unsubscribe rate of Decor ideas newsletter and referral promo seem higher than other which mean we did some mistakes in those email. So, if we research those mistakes and correct them immediately then it is possible to resolve the problem of losing subscribers
Summary: There is small increase in conversion rate after the lunch of our ‘For All’ line. In July, the conversion rate is 5.25% which increased to 5.50% in August. It seems like conversion rate is going to increase in upcoming months. If the conversion rate continues to grow only by 0.25% then it is expected to meet our goal by the end of January.
Recommendations: For obtaining conversion rate 7% by the end of December then our effort is not enough. It is clear from our dashboard that conversions from ‘For All newsletter’ and ‘decor ideas newsletter’ are not getting well. Making readers curious is important in newsletter so, if we write content in more appealing and interesting way then we can increase conversions. If conversion rate goes steady or gets down then it is better if we change whole strategy of writing in ‘For All’ and ‘decor ideas’ newsletter
Summary: Open rate is performing very well against industry benchmark. It is concerning although open rates are high, click-to-open rates are below industry benchmark,
Recommendations: From these two metrics click-to-open rate is needed to improve. We can change the position of links and perform A/B testing. Raising the click-to-open rate would mean more customers visiting our website, which could also help improve the overall conversion rate.
