Niche: Health
Business Model: eCommerce
Period Analyzed: September 2024 – January 2025
Context
Our client, a Romanian brand in the health industry, was struggling with underperforming email marketing campaigns. Although the open rate was within expected parameters, both the click rate and conversions were low, significantly below the business’s real potential. The content and offers lacked diversity, failing to generate consistent engagement and sales.
Our Strategy
To increase the impact of email marketing, we implemented a data-driven strategy focused on continuous optimization. The first step was a comprehensive audit of their email marketing channel.
The initial analysis highlighted several key issues:
- Lack of content diversity, which led to low subscriber engagement.
- Generic offers that failed to capture attention and drive purchases.
- Poor database segmentation, reducing message relevance.
- Lack of ongoing testing, preventing performance improvement.
Actions Implemented
1. Monthly Email Marketing Campaign Planning
- Sales Emails – promoting products and special offers with stronger, more persuasive CTAs.
- Educational & Content Emails – focusing on product benefits and brand authority to educate and inspire subscribers.
- Hybrid Emails (Content + Offer) – blending storytelling with exclusive offers to boost engagement.
2. A/B Testing
- Subject line variations to optimize open rates – testing emotional, informative, and urgency-driven messages to see what performs best.
- Testing different sending days and times – analyzing performance based on optimal timing.
- Content format testing – comparing visually rich emails versus text-based formats to identify what drives more conversions.
3. Subscriber List Cleaning
- Removing inactive users to maintain a healthy database and improve deliverability and open rates.
- Advanced segmentation to personalize content, increase click rates, and boost conversions.
4. Ongoing Monitoring & Optimization
- Monthly performance reports to track and analyze results.
- Implementing actionable recommendations to improve click and conversion rates.
- Adjusting segmentation strategies to enhance the relevance of email content.
Challenges
- Maintaining and increasing open rates, while increasing the volume of monthly emails.
- Managing unsubscribe rates, ensuring higher email frequency doesn’t negatively affect the subscriber base.
Results (September 2024 – January 2025)
- 312,380.65 RON in sales generated via newsletters.
- Consistent monthly sales growth, from:
- 10,936.52 RON from 71 orders in September 2024, when newsletters accounted for 16% of total email revenue (with automations generating the remaining 84%),
- to 122,907.91 RON from 745 orders in January 2025, with newsletters now contributing 32% of the channel’s revenue.
- 28.71% average open rate (up 12.06% from the previous period).
- 1.35% average click rate (up 39.56% from the previous period).
- 1.07% conversion rate (up 80.37% from the previous period).
Conclusion
Optimizing the email marketing strategy had a significant impact, turning this channel into a consistent source of sales and engagement. Through more diverse content, better segmentation, and continuous testing, we achieved substantial increases in both click rates and conversions. Personalizing messages and cleaning the subscriber list also made emails more relevant and effective.
Next Steps
Looking ahead, we aim to elevate this strategy further by implementing advanced behavior-based automations, integrating with other marketing channels, and conducting ongoing testing to refine messaging. We also plan to explore interactive formats and dynamic personalization to maintain high engagement and make email marketing an even stronger channel for conversion and customer loyalty.
Special Thanks
We want to thank our colleagues involved in this project:
- Bianca Bota – Email Marketing & Copywriting Specialist
- Delia Boțan – Project Manager
💬 Want to work together and achieve similar results for your business?
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