Email Becomes Jewel in the Marketing Crown for Bryan Anthonys; Email Revenues Jump 8x as Brand Partners with Email Aptitude for Professional Marketing Services and ESP Migration Expertise
When romantic partners turned entrepreneurial adventurers launched a wildly successful line of fashionable jewelry layered with meaningful messages, they needed to ramp up their email marketing program quickly. Working with Email Aptitude, they transitioned to professional-grade technology, stepped up email cadence and enriched campaign content to see an eight-fold increase in email revenues – all within the space of a single quarter.
Bryan Anthonys was inspired and named after co-founder Amber Reynolds brother, whose young life was tragically taken. The brand was created in honor of Bryan, with the hopes that they could encourage others to make life meaningful. Their dedication to this purpose is demonstrated in all of their products - every piece is thoughtfully created to be fashionable and significant.
Meet Bryan. His life was tragically taken at the young age of 1 due to a severe case of bacterial meningitis. Although Bryan didn't get to show the world all of the amazing things he could have accomplished, he will forever be remembered through this endeavor and will hopefully be able inspire others to make their own life meaningful.
In 2015, a young passionate couple (Amber Reynolds and Edward Glassman) quit their full time jobs and moved across the country (from New Jersey to Texas) with the dream of turning fashion into something significant. With their entrepreneurial spirit and desire to honor Amber's Brother, the duo set out to create fashionable designs layered with meaning. Through their amazing support of their customers the couple transformed their company from an idea run out of their one bedroom apartment into a global lifestyle brand that has won over the hearts of women and media alike. Their main focus remains on their customers and the importance of providing them fashion forward pieces that cultivate empowerment and positivity.
The business has taken off since launch, with sales skyrocketing and the brand acquiring a social media following of more than 100,000. When Reynolds and Glassman realized they had a hit on their hands, they sought an agency to help with email marketing. They partnered with Email Aptitude, and got the assistance they sought – and so much more. Thanks to Email Aptitude, Bryan Anthonys transitioned from a mom-and-pop operation to a professional-grade email program within three months.
Bryan Anthonys is more than just another fashion label - it is a lifestyle. It represents empowerment and positivity. It is an indication of life's fragility and the importance of self expression. It's about living life like you want it to mean something and making every moment you are given count.
Replatforming Yields Professional-Grade Results
When the Email Aptitude team began working with Bryan Anthonys in mid-April of 2017, they discovered that not only had a small team attempted to do it all, but when it came to technology, they'd been doing it on a shoestring.
Not only were email campaigns launched infrequently, with content in boilerplate templates, but the email platform lacked the capability to adequately measure results or integrate with third-party tools for running specialized campaigns. Abandoned cart alerts and other triggered emails were being sent directly from the eCommerce platform and were all but untrackable.
The Email Aptitude team leapt into action, and helped Bryan Anthonys move to a new platform within eight weeks. Drawing on Email Aptitude's deliverability expertise, the team built in time to test extensively and ramp up campaigns on the new platform to prevent a dip in email performance through the transition.
The team also worked to install a universal analytics tool that would track email performance and revenue across tools and platforms using standardized metrics, so that successes and opportunities for further development could be quickly identified.
Thanks to these new capabilities, in mid-June Bryan Anthonys was able to test its email acquisition form across desktop, tablet, and mobile users to see whether additional information beyond the email address could be collected on signup. Differentiated designs for those with and without access to keyboard input will result, giving site visitors tailored experiences that are seamless and inviting.
“We now have a full-powered platform that we anticipate will handle growth of our email programs for years to come. Email Aptitude's replatforming experience and technical know-how helped us avoid mistakes and make the transition flawlessly, with minimal interruption of service to our customers,”
Revamped Email Campaigns Drive Boost in Sales
With a solid email platform as a foundation, Bryan Anthonys and Email Aptitude collaborated to remake the email program. Email Aptitude's marketing specialists helped establish a regular calendar that boosted sending cadence significantly. Compared with the first quarter of the year, by June of 2017, the number of emails delivered jumped eight-fold, while the opt-out rate remained below 0.5%; the number of monthly net new subscribers grew by 66%.
To fuel the increased cadence, Email Aptitude devised an marketing calendar featuring an expanded array of campaign content. Whereas previously emails tended to focus on sitewide promotional offers, now content includes visual storytelling, such as "behind the scenes" peeks at artisanal jewelry-making. And the founders have supplied a rich storyline of their own as they prepare to get married and share wedding preparation pictures, suggestions for bridesmaid jewelry gifts, and more.
Before Email Aptitude
After Email Aptitude
In addition, Bryan Anthony's new analytics capabilities revealed that links to product categories, rather than to individual items alone, gave email recipients flexibility to browse and connect with the most relevant products on the site. As a result, email content was fine-tuned to include category-level links as well as individual items. New promotions encouraging purchase of rings, earrings, and bracelets to complement the company's signature necklaces are targeted at the category level as well, versus offering blanket sitewide discounts.
Using high-quality imagery provided by the Bryan Anthonys team as a starting point, the Email Aptitude team also revamped the email design, building in mobile-friendly best practices to render content legible on small screens and creating a visual aesthetic that remains consistent across different message types.. Email Aptitude continues to design and produce campaigns, ensuring consistency of design and tone, with collaborative input from Bryan Anthonys.
The design and content improvements have resulted in rich, engaging campaigns that drive sales. From the first quarter of 2017 to the second quarter, when Email Aptitude and Bryan Anthonys joined forces, email revenues have jumped 797%.
“Thanks to Email Aptitudes resources and expertise, we're giving our subscribers more opportunities to engage with more types of content, and the response has been overwhelming,”
Triggered Email Program Takes Shape
Now that a robust cadence has been established for calendared emails, Email Aptitude and Bryan Anthonys are working on revamping triggered emails. Instituting accurate analytics was just the first step; now the teams are transforming one-time notifications into engaging series of messages, and launching new event-based triggers to maximize relevance for shoppers.
Applying its knowledge of best practices for engagement, Email Aptitude has redesigned Bryan Anthonys' welcome email messaging and launched a welcome series that gives new subscribers a comprehensive introduction to the brand over a series of emails. Similarly, cart abandonment messaging is transitioning from a single follow-up alert to a multi-touch series offering a variety of enticements to return to the Bryan Anthonys site and complete purchases.
Additionally, an all-new triggered series is also in the works, targeted at those list subscribers who haven't recently engaged with email content. Given the continuing growth of the subscriber list and the stepped-up delivery cadence, such a series is essential to ensure that list hygiene remains impeccable and delivery rates stay above 99%.
Old and New Cart Abandon Emails
Old and New Welcome Emails
About Email Aptitude
Email Aptitude is an ESP-Agnostic and award-winning Agency focused on full-service email program management and advanced email strategy. Based in San Francisco, CA, Email Aptitude was recently named to the Inc. 5000 as the #1 fastest growing email agency in the country; the Bay Area Fast 100; and honored by the prestigious AdAge Top 50 Best Places to Work in the US. The Email Aptitude team is made up of top industry veterans and the new bright minds of email who grow and manage email programs for some of the world's hottest fast-growth startups and global enterprise brands. To learn more about Email Aptitude and view current job openings please visit our website: https://goo.gl/ExKz39