MARKETING & E-COMMERCE

When you hire me to oversee a single marketing channel or manage the entire eco-system of your e-commerce site and CRM strategy, I will bring my persistent curiosity, analytical mindset, and refusal to simply maintain the status quo. Below is a taste of what it looks like to have me behind the wheel of your business’s sales and marketing strategy.

CASE STUDY 1

The CHALLENGE

In the case of Elizabeth Suzann, a bread and butter fabric offering had been unavailable for purchase for four years. Amongst various factors, fabric costs had drastically increased for high-quality 100% silk, and the finicky nature of the fabric limited domestic manufacturing options. But customer demand persisted. If we were to bring a catalog of silk styles back, retail prices would have to increase by a significant margin to support the drastically higher COGS. Would returning customers pay these higher prices for a long-coveted fabric? How could we communicate this product's value to new customers accustomed to the retail prices of our linen and cotton garments?

the Approach

Since its founding in the 2010s, every garment sold by the DTC brand has been garment-washed as an integral part of their unique manufacturing process. This means extensive shrinkage testing by dye lot is completed prior to cutting, and the patterns used in manufacturing are adjusted to accommodate for the expected shrinkage that will occur once the sewn garment is machine-washed and dried. The benefits of this process are multi-fold, as are the financial and production-related challenges. Most advantageous to the customer is the inherent ease of care. Rather than going to the dry-cleaners, you can launder your silk garments from the brand in your home machines.

*To effectively market this returning (and now more expensive) product to new and existing customers and meet or exceed revenue goals for this release, I iterated and implemented a few key components to our strategy.

  • Increase actual and perceived value by releasing the catalog formally known as “Silk Crepe” under a new, SEO-optimized name, “Washable Silk.”

  • Write and produce a product FAQ covering questions we believed would “tip the scales” for new and returning customers debating purchasing. Founder Liz Pape also recorded this FAQ as a Reel to capture a broader, video-first audience.

  • Choose a video-forward approach for e-commerce and marketing assets to communicate the liquid-like movement and drape, as well as the subtle sheen and soft-as-butter hand feel of the fabric.

results

*Revenue from this release exceeded projected sales by 42%, with returning customers accounting for 72.54% of orders.

CASE STUDY 2

The CHALLENGE

When a former, highly-cherished employer reached out with a brand new Klaviyo account and asked if I would be interested in building their email/SMS strategy and content from the ground up, it was an easy yes. Instagram had been the lead generation and retention hub of the brand for the past decade, but as the landscape of social platforms began to change rapidly, the channel could no longer be relied upon to fuel conversions and drive revenue. The 10+ year-old brand had a loyal email following that was largely un-nurtured and very slow to grow.

the Approach

Before proposing a strategy or providing an overview of what could be for the two channels, I started our new chapter with some key questions.

  • Where are we? What is the current email list size? What portion is engaged in the campaigns that are sent out? What is the average percentage of revenue that can be attributed to email? Do you have a text subscriber list? Are there any automations in place? How do you currently generate new email leads? What are your primary traffic sources?

  • What is possible? Once I knew what we were working with, I talked the leadership team through an overview of what I believe are the key components to a successful email/SMS strategy. By leveraging these tools and practices as well as establishing goals for the channels that aligned with the larger sales and marketing KPIs, we could then determine a trackable strategy.

  • What will our tailored approach look like? I then created a recommended scope of work that aligned with the brand’s unique values as well as the goals we had set. As part of the implementation, I created KPI tracking tools to monitor our progress WoW and YoY.

results

% of overall revenue attributed to Email & SMS

Year 1 - 54.93%
YTD Year 2 - 60.34%

% increase of Email subscribers from Year 1 - Year 2

14.28%

% increase of SMS subscribers from Year 1 - Year 2

100%

CASE STUDY 3

The CHALLENGE

When Wirecutter Award winning baby wrap brand, Solly Baby, brought me on as the dedicated Email & SMS Marketing Manager SMS marketing was in its its infancy. Across e-commerce and social channels, the brand thrived as a relatable resource for pregnant and postpartum women. From dozens of dedicated how-to babywearing videos to saved-post-worthy resources and guides, Solly Baby shined as a virtual friend to see new and soon-to-be mom’s through this critical season of life. The question was, how do we bring this high-value, retention-focused content to SMS, a largely transaction-focused channel?

the Approach

Knowing the potential power of engagement via text message communications, as well as wanting to maintain consistent, meaningful communication with new and existing customers, I concepted and executed a SMS automation series using zero-party data (a customer’s pregnancy due date) to send one text message per day to subscribers for the first 40 days postpartum. These messages, written in our distinct brand voice, cultivated community, support, affirmation, and comfort in this often raw and course-changing time of a birthing person’s life. This evergreen activation was promoted via email campaigns, e-commerce pop-ups, and social channels. The detailed logic of the flow checked in with subscribers on their given due date with gentle, periodic prompts to inform us if baby had arrived yet. Once we received a confirmed YES, the flow would start and users could opt-out at anytime.

results

% increase of SMS subscribers over Q4 (flow launch quarter)

154%