The Dirt was looking for an email marketing partner that would take over their account - from start to finish - that would improve their communication with customers and maximize their email revenue potential.
From 25% of Shopify revenue to 40% in 4 weeks
How we took The Dirt’s Klaviyo account from 25% of Shopify revenue to 40% in 4 weeks
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About the brand
The Dirt is an all natural line of oral care including: toothpowder, flossing with silk, tongue scrapers and oil pulling.
The Challenge
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This allowed us to devote ourselves to our projects like product development, roadmaps, research and other big picture projects. This year our Online Store revenue is up 30% - and we've only been working with BSCO for a third of it! Couldn't recommend them highly enough.
Our Work
Campaigns
We started from the ground up with revamping their email designs and core subscriber segments. We worked to build a consistent email calendar centered around building engagement. Our aim was to re-engage with as many subscribers as possible and grow the core audience of 45 day engaged subscribers to 25%+ open rates.
This allowed us to increase the engagement time frame from 45 days to 60, to 75, all the way up to 90 days. Within the first weeks, we were able to recover deliverability rates rapidly. Previously, The Dirt was sending emails 1-3 times per month with 8-10% open rates. This lack of consistent sending to an unengaged list actually helped speed up the recovery time for deliverability opposed to brands that send 15-20 emails per month to their entire list with 5-8% open rates.
Flows
While the engagement campaigns were being developed and delivered, we went back to the drawing board for flows for them. It’s not uncommon to find antiquated flows that haven’t been touched since they were first set up, and this is exactly what we found.
There is a huge opportunity to strengthen relationships with subscribers at each stage of their customer journey. The flows that were set up were heavily centered around discounts - an effective way to drive a single purchase, but relatively ineffective at building brand equity.
B. S. & Co. rebuilt the three must-have flows to capitalize on the most frequent opportunities to build relationships with customers - the welcome, abandoned cart and post-purchase series. Getting these up and launched allowed us to build and strengthen relationships with customers and subscribers at the three most common (and most profitable) touch points in their journey.
The Results
In the first month, we increased revenue from email to 40% of Shopify revenue and increased flow revenue to 19% of that. This created a healthy and consistent flow of revenue coming in. By building stronger relationships through flows, we increased their flow revenue by 200% in 120 days.
Strengthening relationships leads to more engaged and profitable subscribers - and flows lay the groundwork for this. The average open rate and click through rates for our updated flows are 36% and 11% respectively, illustrating just how engaging those flows are.
For campaigns, within the first 30 days of working together, The Dirt saw an increase of 250% in revenue generated from campaigns, accounting for a total of 33% of online store revenue.
As campaigns became more and more consistent, we were able to lift their open and click through rates from ~8% and 0.4% to 22% and 1%+ respectively.
Our Work
Before
After
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We went with BSCO because they handle everything - from writing the calendars to optimizing flows. As a results, we were able to step away from the day to day knowing our email marketing was in good hands, and only going to get better.