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77% owned revenue growth for luxury jewellery retailer

Chupi is a prominent jewelry brand which has carved a distinctive niche in the jewelry market by offering handcrafted, elegant pieces inspired by nature and crafted with love. Chupi’s mission revolves around creating heirlooms that tell stories and unique narratives. As a rapidly expanding eCommerce business, Chupi sought to leverage its digital presence and reach new horizons while continuing to uphold its core values. This case study delves into how Madcraft partnered with Chupi to elevate its email marketing strategy, fostering impressive growth and brand expansion.

The challenge

As an ambitious eCommerce enterprise, Chupi faced the challenge of optimizing its digital presence and expanding its reach while staying true to its core values. Recognizing the critical role of email in achieving these goals, Chupi approached Madcraft with the objective of enhancing its existing email marketing strategy.

The challenge lay in enhancing the performance of the email channel to foster brand growth and deepen customer engagement. The collaboration aimed to transform Chupi’s email channel into a robust revenue-generating tool while aligning with the brand’s ethos of creating meaningful, narrative-driven jewelry.

How Madcraft helped

Madcraft undertook a strategic approach to enhance Chupi’s email marketing using the Klaviyo platform, focusing on key areas that would drive engagement, conversion, and brand loyalty.

Segmentation

Madcraft implemented a refined segmentation strategy, ensuring that Chupi’s diverse audience received tailored and relevant content. By categorizing subscribers based on demographics, behavior, and purchase history, Chupi could deliver personalized messages, promotions, and product recommendations, fostering a deeper connection with each customer segment.

Templated Emails

To ensure brand consistency and visually appealing communication, Madcraft introduced templated emails for Chupi. These templates not only reflected Chupi’s luxury brand aesthetic but also streamlined the email creation process. Consistent branding across newsletters, promotions, and transactional emails contributed to a cohesive and recognizable brand image, enhancing customer trust and loyalty.

Structured Sending Cadence

Madcraft optimized Chupi’s sending cadence, establishing a well-structured and timely email schedule. This approach avoided overwhelming subscribers with excessive emails while maintaining regular communication to keep the brand top-of-mind. The strategic cadence aimed at nurturing customer relationships, promoting relevant products, and maximizing engagement without causing subscriber fatigue.

Abandonment Flows

Addressing the challenge of abandoned carts, Madcraft implemented targeted abandonment flows. Automated emails were designed to re-engage customers who left items in their carts without completing the purchase. These sequences included persuasive messaging, product reminders, and exclusive offers, enticing customers to return and finalize their transactions.

Specific Product Viewing Flows

Recognizing the significance of customer interactions with specific products, Madcraft developed tailored email flows based on individual product views. When customers showed interest in particular items, automated email sequences were triggered to provide additional information, showcase similar products, and encourage conversions. This personalized approach enhanced the customer experience and increased the likelihood of successful transactions.

The Outcome

Madcraft’s strategic enhancements to Chupi’s email marketing have seen improvement in performance, marked by revenue growth and enhanced engagement. Q3 2023 witnessed a significant 77% YoY increase in owned revenue, underscoring the efficacy of the refined email marketing approach. The channel’s pivotal role was evident as it contributed to 30% of Chupi’s total revenue, representing a substantial 119% increase compared to the previous year.

Furthermore, the strategic focus on automation resulted in a 71% YoY increase in revenue, accompanied by a remarkable 204% YoY growth in the average order value from automation sequences. These performance metrics highlighted the tangible impact of Madcraft’s tailored email strategies on elevating Chupi’s brand presence and revenue generation.

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Personalization

Personalized emails have been proven to outperform generic ones, with 91% of customers more willing to interact.

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Catering to the 50%+ email opens on mobile devices shows the importance of mobile optimization for email marketing.

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