How Peepers Grew Email Revenue by 83% with Email Aptitude
E-commerce brands are invested in reaching, converting, and engaging customers. That’s why top companies consistently rank email to be among their best channels for revenue growth. A robust email marketing strategy can lead directly to more sales, especially with the prioritization of advanced triggers and segmentation.
Consider Peepers.com, a leading retailer of prescription eyewear, as an example. Navigating a period of growth, the company knew that a high-performing email marketing program would be essential. Rather than building a team internally, the company sought out a vendor that could bring new, end-to-end expertise to the table. Not to mention, this partner needed a track record of building processes and driving results. It was this need that led Peepers to Email Aptitude in late 2014.
Partnering with Email Aptitude has yielded key successes for Peepers:
Peepers’ glasses offer cutting-edge technology, aspheric lenses, fresh designs, and spring hinges for added comfort. The glasses are sold in thousands of retail outlets across the country and have made Oprah’s “list of favorite things” twice.
In 2013, Lindsay Sammann-VanPutten, Creative Director, and Alec Sammann, CEO & President, decided that it was time to build upon this organic growth and expand their email marketing program.
“We knew there was a smarter way to target our customers,” said Lindsay. “We just needed some outside help. We have a lot of good ideas inside the office, and we welcome an outside perspective from those who know more about a given subject than we do.”
So when Alec learned of Email Aptitude through another vendor, he knew that he had found the perfect partner.
“I found Email Aptitude through my obsession with several top brands,” said Alec. “Email Aptitude was handling the entire email program, soup to nuts, for some of the brands I respect the most. They were handling all the creative, as well as the strategy, cadence, and deployment. I was impressed by what Email Aptitude had done for others, and believed they could help Peepers too.”
Building a Refined Email Strategy
Peepers had been leveraging email for a while and knew the channel could grow with expert help. “Before we began work with Email Aptitude, we didn’t have a strategy in place. We used email, but mostly we used a blast strategy where we sent one email to our entire list,” said Lindsay.
“Email Aptitude helped us understand how to segment our customers in a smarter way, and also helped overhaul our email calendar and internal process.”
Email Aptitude worked with Peepers to segment smarter and better target customers.
Email Aptitude helped implement a cart abandonment series, which drove significant revenue growth. They implemented a new welcome series, winback triggers, birthday triggers, review triggers, subscriber anniversary triggers, and more.
Additionally, Email Aptitude helped Peepers build out a stronger calendar and creative. Using Rival Explorer, Email Aptitude’s Competitive Intelligence Engine, Peepers has been able to access millions of emails for inspiration and competitive intel.
Additional initiatives that have contributed to the success of Peepers’ email program include:
- An expanded non-customer series that included additional touches
- Winback triggers to target previous customers who had not made purchases at certain junctures
- Birthday triggers that include reminders for non-converters
- Review triggers to encourage product feedback
“Email Aptitude really helped us hone how we wanted to communicate with our customers, and gave us a smarter, better way to organize email,” said Lindsay. “We knew we needed an abandoned cart email series, but it was difficult for us to get that off the ground. We couldn’t have done it without Email Aptitude.”
Results That Tie to Revenue
The partnership is built on a foundation of trust, as the team at Peepers believes that Email Aptitude understands email, as well as the Peepers brand. “Email Aptitude sees what works for their clients, and suggests best practices to us,” said Lindsay. “They take the time to explain ideas to us, and we follow their lead on what they think makes sense for our brand.”
Peepers’ partnership with Email Aptitude has led to strong performance and growth, most notably an 83% year-over-year lift in email revenue, which brought revenue from email marketing into the millions.
Results also came from holiday promotions, such as Peepers’ Black Friday campaigns. Email Aptitude helped Peepers simplify the promotion, optimize the creative to have less copy and clearer CTAs, and use a smarter cadence. Year-over-year, Peepers saw a 22% email revenue lift, a 43% lift in click through rate, and a 27% lift in conversion rate from email.
To Lindsay and Alec, Email Aptitude is not an outsourced service, but a member of their team. “We work very closely with them on all things email,” said Lindsay. “We consider them like a team member-- they have an amazing holistic approach that’s done wonders for Peepers.”
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