Case Study: How The Copy Lab Helped Spinoza Triple Email Revenue in 30 Days.
Want to know how you can blow up your email marketing and earn significant revenue for your e-commerce store, month in, month out, with a large percentage coming on auto-pilot? If so, keep reading…
We'll show you how a cocktail of creativity, strategy, and a healthy understanding of consumer behaviour are the key ingredients required to roll out potent emails that drive sales and build lasting customer relationships.
To demonstrate this, we'll show you the SIGNIFICANT return on investment Spinoza saw in just one month—an investment that will pay dividends as long as they're in business.
And because we know you're busy, we'll dive straight into the results, after which we'll share how we did it.
The results:
Within 30 days of implementation, Spinoza saw impressive numbers across key email flows.
The Abandoned Cart Flow:
Open Rate: 56.7%
Click Rate: 7.79%
Click-through Rate: 14.7%
The Welcome Series:
Open Rate: 53.7%
Click Rate: 7.13%
Click-through Rate: 14.3%
The Post-Purchase Flow:
Open Rate: 66.7%
Click Rate: 19%
Click-through Rate: 28.6%
The Post-Purchase blitzing industry averages.
Now, let's look at some of the key metric improvements across the business:
Overall conversion rate increased by 140% in the first quarter
Click-through Rate increased by 80.3%
Click Rate more than doubled across all emails
Average Order Value (AOV) increased by 62.5%
While these numbers significantly outperform industry averages, the beauty of email is that each email drives sales and has a monetary value attached to it. Every percentage point matters. Within Klaviyo, we can dive into the analytics of each individual email, identify areas for improvement, make tweaks, and modify for better results based purely on the data.
Nike Scheurs, CMO at Spinoza, had this to share about the experience:
"We hired Nicky to rewrite the copy for our email flows in Klaviyo and some of the copy on our website. Not only did we see better results and profitability, but we also had a lot of fun working together. Nicky is extremely proactive in sharing ideas, communicating, and getting the work done on time."
Now, let's dive into HOW we achieved these results.
A little background:
Spinoza is a human growth company, primarily in the psychedelic retreat space, with an e-commerce branch selling psilocybin (the compound found in magic mushrooms that makes them magical!) products.
As you may expect, due to the nature of the product, despite all the science to the contrary, they face significant Red Tape from advertising platforms like Meta.
So, how do you grow as a business when many traditional marketing channels are unavailable?
You focus on what you own and what you can control. For Spinoza, this was their email list.
Email is still one of the most underutilized, profitable marketing channels available to e-commerce brands looking to drive sales consistently while also growing a community.
Not only does a great email strategy increase sales and revenue, but when done correctly, it also boosts customer loyalty, retention, and satisfaction.
Spinoza knew that a robust email strategy would be crucial to their success, but they needed a partner with the creativity and expertise to help bring their vision to life.
This is where The Copy Lab entered the picture. We got on a call, chatted, understood precisely what was required, laid out a plan, and got to work.
The solution
We began by conducting thorough research to understand Spinoza's brand, products, and target market. We also studied Spinoza's lead magnets, offerings, and customer insights collated from previous surveys.
This research phase is critical to understanding precisely what the customer desires and how best to present it to them.
Below, you can see some of the most common email flows used in e-commerce. We decided to focus on those highlighted, as they are most crucial for a profitable and effective email marketing strategy.
Each flow meets the customer or prospect at a different stage of their journey, taking into account their various levels of awareness and, therefore, should be crafted with that in mind. For example:
The Welcome Series focuses on education, introducing both the brand and products.
The Post-Purchase Flow welcomes new customers, thanks them, and ensures they DO NOT experience buyer's remorse after the dopamine hit from their purchase wears off. It's about creating a superior customer experience long before their package arrives.
The Repeat Purchase Flow is about letting customers know how special they are in your eyes and rewarding them for their loyalty.
The number of emails in each flow depends on multiple variables unique to every business.
Crucially, not all emails are written with the goal of selling because we want to add value and build lasting relationships.
As safety and education are two of Spinoza's highest values, we reinforced this in their messaging to help build trust. And when necessary, we strategically used the laws of persuasion, psychology, and direct response to convert prospects into customers.
A dream to work with, we had weekly check-ins and an open communication channel via WhatsApp, allowing questions and ideas to flow both ways.
Once the emails were inked and signed off, it was time to head over to Klaviyo, set everything up, test, and launch. And as you saw above, the results speak for themselves.
So, what could this mean for your business?
We aim to help clients achieve 30% + revenue from email. We achieve this through a combination of email flows (all automated) and campaigns (forever changing, moving with the times).
The beauty of email is that the more you do, the more it grows, providing you with incredibly valuable data along the way. This allows you to better understand your customer's needs and desires while increasing retention and profitability.
A good email marketing strategy and execution can return significant reliable revenue for your business, month in, month out. Not only is it extremely profitable, it provides you with breathing room to focus your energy elsewhere.
The reality is new customer acquisition is expensive. And while we don't for a second suggest it's not worth it, email marketing—when done right—is likely the EASIEST money available to your business right now.
You own your email database. It is YOUR asset. Not Meta's, Tik Tok's, or any other social network.
There is no better foundation for driving sales and revenue, building customer relationships, providing an exceptional customer experience, and increasing retention, referrals, and word of mouth than through a sophisticated email marketing strategy.
At The Copy Lab, the objective isn't to beat industry averages—it's to eclipse them. We’ll take care of everything while you focus your energy elsewhere and watch as we turn your email into a highly profitable asset.
Interested to know more?
Fill out the form below, schedule a call, and we cannot wait to meet to discuss all.
