- All of us know that email marketing
is important for eCommerce brand.
Also loyalty program is crucial
for eCommerce brands as well.
But realistic question,
how important it is?
How much return on investment can you get,
and what impact will it do for your brand?
(soaring music)
Hi, this is Andriy from Flowium,
the email marketing agency dedicated
to grow eCommerce business
sustainably via channel data.
In this video, I'll show
you actual results we got
from one project we did,
where we helped eCommerce brand,
D2C, direct-to-consumer brand,
with their email marketing,
as well as their loyalty program.
They had two big challenges.
First of all,
not everybody from their
customers or potential customers
knew that they have a loyalty program.
The second problem was they
had zero email marketing
around loyalty program.
But before we continue,
I want to show you results,
and you decide if you
want to continue watching,
or it's useless video and
you don't need to see it.
I checked, and in the last 30 days,
this brand made an autopilot.
So we set up this loyalty program,
this email marketing strategy
around the loyalty program,
set up on autopilot.
So it's working and they
don't have to touch it again.
In the last 30 days,
they made 15,971 dollars.
Is it a lot or little?
I dunno, it's a decent chunk of money.
If it's on autopilot and you
do not invest anything else,
and it equals to 3 dollar
35 cents per recipient,
which is huge.
Our benchmark in our company in general,
if we send campaign,
our benchmark is eight
cents per recipient.
Sometimes it can be much bigger.
It depends on the segment, but for this,
3 dollar 35 cents is a lot, trust me.
Let's go to my computer,
and I'll show you the exact strategy,
how we plan it,
what we implemented, and how it works.
So you can repeat the same
thing for your business.
Okay, so we use
we use Miro,
Miro, it's a flow diagram tool,
all our strategies.
First we create in the Miro,
then we present to the
client and if they approve,
we move forward.
If not, we have to revise it.
So here's the strategy
they approved, let me--
so it's more natural for me
to put myself on the left.
(laughs) Okay, so,
the first challenge.
Their existing customers,
these are customers or
subscribers, but not customers yet,
did not know that loyalty program exists.
So, the first thing we did,
anybody who's not a member
of the loyalty program,
in this case it's smile.io program.
Smile.io, it's one of the leader
in the eCommerce loyalty program.
There's also Swell by Yotpo,
which is relatively expensive to smile.io,
and there's a line key,
(laughing) sorry, not line key,
reward line or something like that,
we never use that program before.
Okay, anyway, so,
if they are not member
of this loyalty program,
first email they will receive is,
"Hey, we have the loyalty
program, and please join us."
Okay, I missed one email.
So yes, so this is the first...
Okay, so I'm just missed one more email.
So this is B.
Okay.
So we have a split test,
split in our automation in flows.
So first email will go
to the existing customer,
somebody who purchased
already in the past,
and this one, the benefit of joining,
it's to subscribers who never purchased
but they're part of their database.
So in the first email,
the idea here is like,
Hey, like, you're already customers,
and you're just leaving those points,
or those dollar benefits on the table,
like we don't ask you
anything extra, just join.
And you have those money already,
I mean those points, like
they'll benefit already.
So it's very easy sell for them.
Email number 1B was just for subscribers,
but not customers yet.
The idea here is just to like, tell them,
"Hey, we have loyalty program,"
and tell the benefits
of the loyalty program.
So here you just need to do
more selling, to command them.
So in email number two,
in case they did not join,
you want to say like,
"Hey, here's the way you can
earn or spend your points,"
because every loyalty program
have some kind of system,
how to earn, or how to spend dollars,
so you need to educate them.
So this is test, you don't have to do it.
But the idea of 3A email is
to convince them to join,
and join not because of them,
but because of their friend.
Because when they join,
they will get special link
when they share with their friend,
their friend will get
some kind of discount,
and they will have the
same discount as well, but,
in this email we're trying
to persuade them to do it
not because of them but for
the loved ones or the friend.
And email number four, we
just want to understand
why they did not join the loyalty program.
Something's confusing,
something's not clear,
I don't need it, and so forth.
This way, we can refine the
email marketing strategy
around loyalty program better in future.
So if they took step and
join the loyalty program,
next we'll send them member.
They become member and they will,
first email we just want
to congratulate them.
"Hey, thank you very much for
joining our loyalty program"
and so forth,
and tell them about the
program, what it's worth.
Like recap one more time.
Do not assume they know how to use it.
And number two, we want to
share them a referral link
and say like,
Hey, this is the link, a special link,
share it with your friend,
they will get ten dollars or 25 dollars,
or ten percent, or
whatever discount you use.
And you will get the same discount
if they take you up on this offer.
And the last one, I already
recorded a video about this,
monthly points statement.
But it's very simple, actually.
One second, it's A, and,
also we have B, I forgot about that.
Okay, so also we have a B, and...
(typing)
minimum reward.
Okay, so,
every month, we remind them and tell them,
hey, this is your rewards balance.
So go and spend your, like, points.
If they have the minimum reward.
So whatever minimum is, like
500 points, thousand points,
whatever you use,
but they have to have the minimum.
So, in this email, you tell
them, "Hey, go and spend."
If they do not match the minimum,
you just say like,
Hey, this is your balance, but
you didn't meet the minimum.
So here's the ways,
free ways how you can get extra points.
Maybe like, why did I do this?
Because they're in your loyalty program,
I guarantee there are some options like,
share it on Facebook,
share it on Instagram,
share, like, subscribe, do this, do that.
So it's like free way to get
the points, but it's not.
If they already use those things,
they are not able to get
any free points anymore,
so they have to spend,
to get points.
Okay, so those three,
those are three flows,
which added to our client
10,000 dollars per month on autopilot,
which equals three dollars
something per recipient.
Honestly, it excites me.
Why?
Because it's on autopilot.
You make those kind of money.
But don't trust me, let's
use the real numbers.
Okay, so let's go first.
So the smile.io, welcome
to loyalty programs.
This is when we welcome them,
they join the loyalty program
and we send them just two
email, and in this case
it generated seven and
a half thousand dollars
and to 2 dollars 65 cents per recipient.
So it shows you the
value of email marketing
as well as the loyalty program,
because people are more loyal
and more willing to spend
more money with you.
Okay, second, flow is loyalty.
Join a loyalty program.
In this case, we target more people.
That's why you can see only
seven cents per recipient
because we are sending to
everybody who is not a member.
So majority of people are not members.
But, still we generated
4,700 dollars, 47 cents,
which is, I think,
I think it's amazing.
And the last thing which is everything is
3,763 dollars
and 63 cents per recipient.
So this is only one email,
one email that we just send
them the statement, like,
you'll receive bank statement
or credit card statement,
but in this case, it's just
benefits, and telling them,
"Hey, Mr. Client, or Mrs. Client.
"This is how many points you
received for the last 30 days.
"Go and spend them."
So what do you think about this?
Will you do this for your company?
Will you add loyalty program?
Or if you already have it,
do you have email marketing
around your loyalty program?
In any case, feel free
to leave your comments
under this video, ask me questions.
I will be more than happy to answer
or my team will answer them.
Also, if you want to do
the same thing or similar
or even more advanced for your company,
under this video there is link.
Apply for a call, apply for our call.
We schedule a call and talk how we can
improve your email marketing
around loyalty program.
And also, if your first
time on this channel,
please subscribe, like this video,
or don't like it if you
don't like it. (laughs)
And if you want, like you don't like it,
please comment, why.
And yeah, stay tuned for
the next YouTube video
which we release every Thursday.
Thank you, bye.
