New England Trading Co. has been in business for nearly 15 years, spurred by a mission to keep plastic out of the ocean by repurposing lobster rope into beautiful, functional doormats.
Co-founder Karen Marsh has innovated their product line over the years, and she wanted to do the same with their marketing tactics. But, with limited bandwidth, innovation kept taking a backseat to other business priorities.
THE PROBLEM
New England Trading Co.’s welcome series had a respectable open rate and click rate, but when Karen saw her products mocked up in Grid & Pixel graphics, she instantly knew they could drive more welcome series revenue.
Karen was eager to try them out, but her bandwidth was limited — a common refrain among online store owners. Though she suspected the graphics could be a game-changer, testing them in her flows kept falling in her priority list.
THE SOLUTION
Seeing the potential for her store, we offered to audit her Klaviyo account and implement our recommendations completely for free so she could start seeing results faster. Immediately, we saw an opportunity to boost revenue in her welcome series, which was her most lucrative flow.
We made one simple but impactful change to the New England Trading Co. welcome series. We replaced the hero graphic at the top of the first email with a Grid & Pixel graphic, keeping everything else in the email exactly the same. Then, we A/B tested our graphic over a two-week period.
Here’s what the Grid & Pixel graphic added:
- Prominent and automatic discount: This is one of the most important elements of any successful welcome email. Most subscribers are joining an ecommerce newsletter list to get a discount on their first purchase. That discount needs to be the star of the show to win them over.
Though New England Trading Co. always offered a welcome discount, it was written in small font below the email graphic. Making that discount more prominent ensures subscribers will click and take advantage, and embedding it into the graphic so that it’s automatically applied at checkout makes for a smoother consumer experience. - Personalization: Our graphic featured each subscriber’s name prominently, so they instantly felt special upon seeing the email.
- Product imagery: In addition to a discount, seeing products motivates prospective purchasers to click more than generic or stock imagery. We selected a template that features three different products, which differed from the more lifestyle-focused hero image of the original email.
- Animation: Emails with animation can see up to 26% more clicks. To that end, we chose a template that had a little bit of movement as well.
THE RESULTS
Karen said it best:
“I am blown away by the clickthrough rate on the A/B test on the welcome flow.”
After just 17 days, Karen declared our variant the winner. The click rate on the Grid & Pixel variant was 31% — that’s 2.5X higher than the control. This trickled down to the order revenue from the welcome email as well, which increased by 2.3X.
Want to see similar results for your marketing campaigns? Click here to download Grid & Pixel’s Shopify app and start improving your campaigns and flows today.
