Diamond Candles

Diamond Candles Celebrates Successful Email Program with Email Aptitude

Diamond Candles Celebrates Successful Email Program with Email Aptitude

Full-Service Email Management Helps Diamond Candles Streamline and Realize Radical Revenue and Deliverability Lift from Email Channel.

The email channel represents a significant portion of ecommerce revenue, and is a critical focus for any enterprise business. With intense inbox competition and an increasingly complex deliverability and retention landscape, along with a myriad of tools available for email marketers to evaluate, continuing to increase email success requires pristine strategy and effective management.

Understanding the need to scale and improve their email program, Diamond Candles turned to Email Aptitude to help fully manage their program, email vendors, and email channel growth. This partnership has allowed Diamond Candles to realize key scale, efficiency, and channel evolution.

Success Highlights

3X increase in
email revenue
88% decrease in
list attrtion
3X increase in
subscribers
125% increase in
monthly conversion

Background

You've never seen a candle like this: Diamond Candles is on a mission to make home fragrance fun. The Durham, NC company combines the scents of premium hand-made natural soy candles with an exciting and fun RINGREVEAL™ experience.

Inside every deliciously fragrant Ring Candle, you’ll discover a surprise $10 ring packaged with a special code. Enter your code on the RINGREVEAL™ website to reveal if you’ve won another ring worth $100, $1000, or $5000. Lucky winners will choose their ring’s style and size from our exclusive ring collection.

Founded in 2012, within their first year, Diamond Candles reached $1 million in revenue. Within 18 months, the company had a $12 million run rate, with consistent growth ever since.

Email Aptitude is a leading email firm based out of the San Francisco Bay area. They work with some the world's biggest brands as well as fast growth startups. While many typical agencies service multiple channels, Email Aptitude is laser-focused on providing best of breed strategy and management specifically for email. The company is ESP/Vendor agnostic, and partners with brands to provide strategic services, full-service management, and technology licensing.

Centralizing Diamond Candles' email Program with Outsourced Management

Diamond Candles is experiencing extremely fast growth. With the email channel being such a key component to this growth, the candle gurus needed efficient management of email along with email strategy wizardry to ensure continued growth. Email Aptitude handles everything from high level strategy, calendar management, coding, segmentation, tactics, deliverability management, and more. Email Aptitude also helps Diamond Candles evaluate new vendors, and optimize existing ones. The email ecosystem can be vast, and Diamond Candles relies on Email Aptitude to help make sense of these moving parts and to ensure program growth.

Through this partnership, Diamond Candles has been able to focus more time on other critical company growth initiatives, while Email Aptitude focuses on email.

“Email Aptitude is our trusted partner for email - they are the hub of our program." says Justin Winter, CEO and Co-Founder of Diamond Candles. "Besides being brilliant with our email channel, the entire Email Aptitude team exudes the utmost professionalism, integrity, and a empathetic quality I don't often see in a vendor. I couldn't be happier with what they are helping us accomplish."

Justin Winter, CEO and Co-Founder of Diamond Candles

Email Aptitude aligns with brands of different industries and sizes. Regardless if a company has a marketing team of 1 or a fully-staffed team with some email marketing resources, Email Aptitude can augment any team with either full soup-to-nuts management, effectively becoming a brand’s email department; best-of-breed strategic services while a company executes internally, or a hybrid in-between. In Diamond Candle’s case, they have been able to scale their business while keeping their internal marketing team lean.

The Power of Inboxing: Realizing Program Lift with Discipline

Deliverability can encompass many components ranging from proper technical setup, html/content, list health, IP/ESP infrastructure, engagement, complaints, bounces, and more. Internet Service Providers (ISPs), like Gmail have been placing more focus on domain-based reputation assessment, and they are not making it easier to get in the inbox.

Most brands will at some point face deliverability challenges, ranging in slight dips to being completed blocked by an ISP. It's important to note that true inboxing is not what you usually see the ESP report as "Delivery Rate". Most Email Service Providers display the delivery rate as a ratio of emails sent vs. those that bounced from the ISPs. After an email is accepted at the ISP, whether it makes it to the inbox is a different story.

Diamond Candles was experiencing some inboxing issues at Gmail and AOL, reaching as low as 31.6% of emails making it to the inbox. The culprit is not always crystal-clear, but Email Aptitude was able to develop an effective plan of attack. This plan required discipline to reduce the list, isolate certain subscriber groups, segment by ISP, and execute methodically to further isolate and improve inboxing.

Through hand-crafted strategy, Email Aptitude was able to bring Diamond Candles back to pristine deliverability.

"The impact of improved deliverability should not be underestimated," says Christine Watson, Strategist - Email Aptitude. "If you're not getting in the inbox, it doesn't matter how great your email or offer is, as no one will see it."

Christine Watson, Strategist - Email Aptitude

For some brands, just a 10% decrease in inboxing could result in thousands lost in monthly revenue. For larger companies, this could result in six or seven figures of monthly losses.

For Diamond Candles, getting back to pristine deliverability has helped them maximize revenue and hit record results.

Email Aptitude Helps Diamond Candles Hit Record Revenue Numbers

September 2015 was a breakthrough month for Diamond Candles. Through pristine strategic and calendar planning, disciplined deliverability improvement, and efficient execution of their email program, the breakthrough candle e-retailer has achieved one of their highest email revenue months in company history, reaching nearly 3X more revenue per delivered email. The only two previous months with higher revenue up until that time were November and December, 2014 (BlackFriday/CyberMonday months).

September marked the 9th consecutive month this year where email drove the most revenue, of any source, more than Google Paid and Organic search combined. In September, email represented over 33% of all online revenue, up from 20% in August.

"It's fantastic to have a partner like Diamond Candles who understands the importance of email." says Forest Bronzan, CEO of Email Aptitude. " We've had a great year so far, and we're just getting started - I can't wait to see additional roll-out and optimization of their email program in the coming months and years."

Forest Bronzan, CEO of Email Aptitude

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

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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.

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