138x Email Revenue Growth with a Custom Tailored Sending Strategy
ESP Migration and Email Channel Growth
FilterBuy is a leading air filter replacement brand, shipping to homes and businesses across the US.
After two years with SendGrid, FilterBuy were moving to the Klaviyo Email Service Provider (ESP) with no engagement data, only a handful of automated emails and no campaigns.
FilterBuy's email marketing wasn't as effective as it can be and they needed help to migrate the email list to Klaviyo, warm it up, and start sending out campaigns to a wide audience, with the ultimate goal of email revenue growth.
Custom Tailored Sending Strategy
After a smooth migration to Klaviyo, we created a custom tailored content strategy for FilterBuy.
Our expert team of account managers and strategists developed short-term and long-term email strategies to drive the email marketing program forward.
The tactical focus was on segmenting the FilterBuy email list by recency, pushing the highest engagement flows first, and developing a whole set of automated emails.
The idea behind this was to ensure great engagement numbers, good warm-up of the list, and to provide the needed engagement numbers as a base for developing a target audience for the first campaigns. — Dejan Georgiev, Senior Account Manager, Essence of Email
138x Email Revenue Growth
While it may sound incredible, with the new email strategy, by April 2019 FilterBuy was earning 138 times the revenue compared to December 2018.
This chart depicts the email revenue growth by month, using December as the baseline.
Building an Engaged List
Here's how Klaviyo describes the impact of engagement on the spam rates:
When you continue to send to people who haven't engaged in months, inbox providers penalize you by placing more of your email into the spam folder. They assume you are "blasting" email to people who no longer want to receive it. When people stop opening your email, it's an implicit sign that they are no longer interested.
FilterBuy's spam rate was above what is considered critical and this was resolved by creating engaged segments to ensure that we are sending mail to people who want it.
In the first 4 months of the engagement, we decreased the spam rate from 0.24% in December 2018 to 0.06 in April 2019. The spam rate continued to drop although the volume of emails sent increased 61 times.
“We always knew that email was an important channel for us, but never prioritized it internally. Within months of hiring Essence of Email, they had brought a process and consistency to our email sending strategy. My only regret is that we should have hired them much sooner.”
David Heacock, Founder and Chief Executive Officer, FilterBuy