The client, running an e-commerce healthcare store, aimed to boost the open rates of their emails from 20% to 40% and generate 30% of their total revenue from email campaigns using Mailchimp. They sought to build an email list of potential clients through lead generation and convert these leads into paying customers. The primary objectives were to increase email open and click rates, achieve higher ROI from email initiatives, determine the optimal timings and frequency for emails, and ultimately, generate 30% of the total revenue from email marketing efforts.
The challenges we faced were;
Steps of Implementation
We began the implementation process by going through the following steps:
• Email automation setup
• Creation and updating of flows
• Modification and testing of frequency; relevance; etc.
• Segmentation 
• List cleaning
• Content strategy re-creation
• Creation of customer personas
• Content creation
• Proper branded designing
• Creation of personalized email campaigns
• Messaging emails for each major segment
Initiation & Testing
After the email marketing strategy was finalized, the campaigns were initiated and targeted content was sent to the potential customers. We planned, executed, analyzed, and optimized the email marketing campaign.
• List gathering: opt-in page; forms; offers or campaigns
• Landing pages: specifically for email-driven clicks
• Newsletter template
• “Blast” template – offer campaign
• Autoresponder or triggered campaigns
• Transactional notices
• Subject line or “from” name test
• Mobile test
• Social test
The Implementation Process
After the testing phase, our efforts were focused on implementing a sales funnel. The steps that we followed were:
Segmentation
We created a separate list for each major audience segment.
Personalization
We crafted personalized content for each major segment.
Feedback
We modified our segments and content according to the response that we were getting.
Testing
We tested various times, frequencies, subject lines, and content types.
Results:
Reach : 107,616 People
Impressions: 228,524 total
Amount spent : $1,134.69
Link Clicks : 1,127 Total