The Problem
Crafty by Numbers is a creative company that offers regular and custom-photo paint-by-number kits, allowing customers to create art at their own pace with pre-provided brushes and paint.
When Crafty by Numbers approached ASPEKT, they had a basic email flow setup that was generating modest revenue. Recognizing the potential for substantial improvement, they sought our expertise to enhance their email marketing strategy and increase revenue.
The Solution
1. Audit and Strategy Development:
- Conducted a thorough audit of existing email campaigns and flows.
- Developed a comprehensive action plan tailored to the brand’s style and marketing goals.
2. Flow Optimization:
- Revamped all existing flows to align with the brand’s current style, replacing basic templates with customized ones.
- Implemented essential flows, including:
- Welcome
- Abandoned Cart
- Abandoned Browse
- Abandoned Site
- Post Purchase
- Winback
- Cross Sell
3. Advanced Customer Engagement:
- Introduced customer nurture based flows:
- Review Requests
- Shipment Updates
- First Purchase
- Anniversary
- Predictive Purchase Timing
4. Deliverability Improvement:
- Addressed a significant drop in deliverability caused by new sender requirements from email service providers like Google and Yahoo.
- Installed tools like Google’s Postmaster to monitor and improve domain reputation.
- Implemented strategic segmentation to engage with active users while gradually reintroducing broader list segments.
Conclusion
Through strategic overhauls and targeted customer engagement efforts, ASPEKT transformed Crafty by Numbers’ email marketing into a robust, highly profitable channel. Email open rates increased dramatically from 12% to highs of 70%, and flow revenue soared to $25,000-$35,000 per month — a figure previously unseen by the client. This not only enhanced customer engagement, but also solidified email marketing as a dependable revenue stream for the brand.