Trooper
+584.15% Email Revenue
55% Increase in Shopify Revenue
Utilizing Klaviyo’s predictive analytics features, we were able to remain top-of-mind for frequent buyers and foster customer advocacy.
We’ve crafted new automations and a campaign structure from scratch.
CLIENT OVERVIEW
Trooper sells outdoor accessories and clothing for both men and women, created for adventures and camping. Their range includes categories such as apparel, flashlights, outdoor gear, tents, and more. As a leading online and retail store in Switzerland, they have established themselves as a top choice in the outdoor niche.
CHALLENGE
Few brands are bold enough to revamp their marketing strategy and bring in a new agency mid-year. However, Trooper recognized they were missing out on significant opportunities. Their email campaigns were severely underutilized, missing the chance to consistently engage buyers, attract new customers, and connect with audience members eager to be part of their community. When used effectively, email campaigns offer brands an invaluable tool for targeted communication, and Trooper knew it was time to maximize this potential. How we achieved 584% increase in email revenue in the first 60 days?
OUR PROCESS
PHASE 1: DEVELOPING CAMPAIGNS
When Mail-Aid steps in to handle a brand’s email marketing, we typically employ a few key strategies. While we can’t reveal all our secrets—unless you bribe us with some really good coffee—we start by developing a foundational list of campaigns designed for testing and engagement. These core campaigns include monthly newsletters, interactive content, FAQs, and educational initiatives, all with the goal of providing customers with deeper insights into the brand and highlighting why it stands out as their top choice.
PHASE 2: PRODUCT FOCUSED CAMPAIGNS
Yes, they work and should definitely be part of your strategy as well no matter of the niche or brand. However, it’s important to maintain a balanced rhythm between product highlights, ensuring that each message is both creative and enjoyable for your audience. During this phase, we also focused on hype campaigns for new product launches, sales, and back-in-stock notifications.
Abandoned Checkout Flow
This Abandoned Checkout Flow Alone generated...
$XXXXXX Placed Order Value
84% Open Rate
8% Click Rate
PHASE 3: SEGMENTATION
Segmentation is a key focus in email marketing and a crucial element of any successful email campaign strategy. But what exactly does it mean? In simple terms, segmentation ensures that the right message reaches the right people based on their stage in the customer journey. This involves sending different messages to buyers versus non-buyers, tailoring communications for newly added profiles compared to those who have been on your list for a while, and customizing messages based on recent interactions with your website, such as abandoned checkouts or items added to the cart.
PHASE 4: CTA OPTIMIZATION
The call-to-action (CTA) in an email is one of the most critical elements for driving revenue. Every brand should regularly A/B test their CTAs to determine what resonates most with their target audience. Key tests and elements to consider include:
Voice: Consider the wording of your CTAs—options like “Shop Now” versus “Learn More” or “Shop Apparel” versus “Gear Up” can significantly impact engagement.
Color: Stick to 1-2 consistent CTA colors that align with your brand for 99% of your email campaigns. This consistency helps train your audience to recognize what is and isn’t a button, which can sometimes be less obvious from the user’s perspective.
Size: CTA size is crucial, particularly for brands with older audiences. However, for all age groups, the size of the CTA can be a key factor in encouraging clicks, bringing them one step closer to making a purchase.
Placement: Every email campaign should include at least one CTA button, especially in image-based emails. For text-based emails, there should be at least one clearly marked line of linked text (hyperlink). In image-based emails, 2-3 CTAs generally perform best, as they offer more opportunities for clicks as the reader scrolls through.
CTA OPTIMIZATION RESULTS
Testing CTAs led to...
7.2% Average Click Rate
2.32% Place Order Rate
PHASE 5: A/B TESTING
Every good marketer understands that A/B testing or the so called split testing can help identify more effective strategies for reaching the target audience. Some may see testing as a potential loss because one version will inevitably perform worse. However, it’s crucial to view it from the opposite perspective. Each test is an opportunity to increase revenue by identifying the winning strategy, which you can then apply to future campaigns to boost long-term profitability.
We’ve tested every imaginable element in campaigns, pop-ups, and flows. For campaigns, we conducted research across ten or more iterations to gather sufficient data for making statistically sound decisions on the winning approach.
Results:
36% in owned revenue in the first 60 days
A consistent Open rate averaging at 74%
A tremendous CTR averaging at 7.2%
An an ongoing attributed revenue of 34-38%
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