Increasing a clothing brand's email flow revenue by 30%

Olivers is a premium men’s performance apparel brand creating high-quality, classic activewear for the modern man. Their All Over Short won the GQ Fitness Award for the best all-purpose shorts and their designs have been featured in Gear Patrol, Outside, Highsnobiety, Cool Hunting & more. 

Olivers reached out to Longplay in October 2021 looking for support in growing their email marketing performance for Q4 and turning it into a long-term sustainable, scalable channel that they could rely on for revenue through a focus on flows. However, it was also incredibly important for them to look for a partner that could uphold the brand, visual design, and voice of Olivers that had gained them such a loyal fanbase. 

The Results:

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Olivers already had basic flows set up, but they had not been optimized or revisited in a long time. Many also were not built to be aligned with Olivers business goals going into Q4 and the new year. 

Through our onboarding process, we learned that two of the key business goals Oliver’s wanted support in was:

1. Improving conversion rate of non-purchasers
2. Improving repeat purchase rate and customer lifetime value 

Post-Purchase Nurture & Post-Purchase Upsell

Prior to Longplay, Olivers did not have any post-purchase upsell flow and no significant Post-Purchase Nurture Flow. Since Olivers’ products were designed to pair well together to create a wardrobe, the Longplay team built a Post-Purchase Nurture journey focused on cross-selling customers on products that were complementary to the ones they had already purchased to get them bought into having Olivers as their go-to brand for high performance apparel. 

Since one of Olivers’ key goals was to increase their repeat purchase rate, the team first started with a Post-Purchase Upsell flow designed to shorten the time to second purchase by incentivizing customers to make their second purchase within 5-7 days of their first purchase. 

Through personalization strategies, one email focused on cross-selling customers on bundles complementary to the product they purchased. The second email focused on cross-selling customers on the product they purchase in different colors, as well as recommending specific selections that paired well with their previous purchase. 

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Next, the Longplay team focused on extending the post-purchase customer journey to 30 days, for extended cross-selling once customers received their order and could experience the Olivers quality.

1. One email that customers receive prior to receiving their order educates them on the fabric of their products, personalized to show specifically for the items they ordered. The quality of fabric is one of the key elements that makes Olivers products unique – so the hypothesis from the Longplay team was that the more customers could truly understand and see the quality of their apparel, the  more likely they would be to return.
   
   
2. Another email customers received after they purchased were introducing them to best selling products that everyone should have in their closet, such as the All Over Short. These were personalized to only show products they have never purchased.  

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‍Results: The new Post-Purchase Nurture & Post-Purchase Upsell emails increased the average monthly revenue of the post-purchase nurture flows by 243.03%. 

Abandoned Cart

Prior to working with Longplay, Olivers had an Abandoned Cart but it was heavily reliant on discounting to convert the customer. 

The goal of Longplay’s optimization of the flow was to both increase conversion rates while also reducing the number of customers who only converted with a discount.

A few of the key strategic changes the Longplay team made in optimizing the Abandoned Cart flow was:

• Personalizing the email to remind non-purchasers ONLY of their welcome pop-up offer as a way to incentivize them to convert without additional discounting
• Ensuring CTA buttons were above to fold to optimize for click rate 
• Leveraging testimonials and social proof to optimize for conversion 
• Reminding customers of the free shipping threshold to encourage a higher average order value

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‍Results: The optimized Abandoned Cart increased the revenue per recipient by 7.9% 

‍Browse Abandonment & Add To Cart

Prior to working with Longplay, Olivers did not have a Browse Abandonment or Add To Cart flow. 

The Browse Abandonment flow targets customers who view a product but didn’t add the product to cart to encourage them to make a purchase. The Add To Cart flow targets customers who add a product to cart but don’t start checkout. 

Based on Longplay’s experience & testing, these two flows are especially critical to fashion & apparel brands since often customers spend a lot more time browsing across different styles and also using their cart as a “wishlist”.

A few of the key strategic elements the Longplay team included in the Browse Abandonment & Add To Cart flows were: 

• Personalizing the email to remind non-purchasers ONLY of their welcome pop-up offer as a way to incentivize them to convert without additional discounting
• Providing additional information on the quality of the fabric since that could be a deciding factor for the customer between Olivers and other apparel brands
• Providing personalized product recommendations based on their interest

Results: The addition of the Browse Abandonment and Add To Cart flows increased the revenue coming from flows targeting the buyer intent portion of the customer journey by 20.57%

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