Laced Up for Success: How Email Automation Fueled a 500% Revenue Revolution

TESTIMONIAL

“Working with Wolfgang Digital has been a game-changer for our email marketing strategy. Their innovative approach, attention to detail, and commitment to results have significantly enhanced our email campaign and flow performance. The team’s dedication to delivering results is truly commendable. We’ve seen increased engagement and conversions, making Wolfgang Digital an invaluable partner with us in our digital success.“

Richella O’Driscoll, eCommerce Manager, Shoes for Crews Europe

WOLFGANG DIGEST

An automation-focused Email strategy that nurtured, converted and retained customers at every step of their buying journey. The personalised, user-first marketing automation helped the client increase revenue from Email by 504% in 6 months.

CHANNELS

GROWTH

Email Revenue: +504%

Email Automations Revenue: +982%

Subscriber Growth: +24%

THE CHALLENGE

Shoes For Crews designs and produces one of the largest and most comprehensive slip-resistant shoe product lines in the world. In the aftermath of the pandemic in 2022, Shoes For Crews witnessed a 40% YoY decline in email-driven revenue across key European markets: UK, Germany, France, and the Netherlands. Our challenge was to not only offset this decline but to catapult their email revenues by aiming for an ambitious 164% YoY growth in 2023.

OUR STRATEGY

Embracing Email Automation: Recognising the looming obsolescence of third-party cookies, we anchored our strategy in automation to ensure long-term viability. Instead of focusing on short-term spikes in revenue, we wanted to build the foundation for Shoes For Crews that would help them convert and retain their audiences through an automated workflow.

Balancing Scalability with Personalisation: Catering to unique customer journeys while scaling growth through automations was a crucial balancing act for us. By leveraging zero and first-party data, we triggered email automations which were implemented at pivotal touchpoints throughout the customer journey. This approach of scaling came with the understanding that one size doesn’t fit all, especially in diverse European markets. We localised all our our marketing communications - each email was thoughtfully translated and tailored to resonate authentically with its respective audience, ensuring cultural relevancy and enhancing engagement.

INNOVATION USED

Shoes for Crews significantly increased revenue using Klaviyo, a marketing automation platform focused on customer-first strategies. Key innovations included:

Granular Segmentation through Zero & First-Party Data: We utilized user behaviour data, like website interactions and preferences, to deeply understand customer needs. This was enhanced with additional data such as favourite shoe categories, industry, and date of birth.
Behavior-Driven Email Automations: Our email campaigns were tailored based on user actions, not assumptions, including Lead Gen form submissions, product views, and checkout initiations. This approach ensured timely and effective communication with our audience.
Retention Marketing: Beyond acquiring customers, our focus extended to retaining them for long-term loyalty. We implemented post-purchase educational flows, re-engagement, and winback campaigns, all aimed at nurturing customer relationships and promoting brand loyalty.

BUSINESS GROWTH

Our approach led to a remarkable 504% year-over-year (YoY) growth in Shoes for Crews' email revenue over the first six months (February to July 2023). Automated email flows were crucial, contributing to a 982% YoY increase in flow-driven revenue. Additionally, we achieved a 24% growth in our subscriber list during this period, effectively turning new subscribers into customers through personalised automation. Email has now become a vital channel for SFCE, accounting for 8.2% of the overall website revenue.

+504% YOY

EMAIL REVENUE GROWTH

+982% YOY

AUTOMATIONS REVENUE GROWTH

+24%

SUBSCRIBER GROWTH