Company: Shop Lily

Industry: Fashion retail

Established: 2009

Challenge: Impressive result with lightweight flows



Shop Lily has two physical stores in Belgium and they are packed with customers. The business is blooming, but Lily’s owners hoped to increase their online conversions by sending out converting and eye-catching emails. Eager to ensure expertise and a touch of care in their email campaigns, they partnered with Elevate Email for assistance with Klaviyo. Read more to learn about this collaboration below.

Lily's success is driven by dedicated fashionistas committed to this flourishing business. As a relatively young business, it requires a great deal of marketing effort to increase brand awareness and retain existing customers. Email marketing takes care of both these tasks delivering relevant and captivating communication. Mindful of budget considerations, they chose to start small without sacrificing the effectiveness of email marketing. We were more than ready to assist.

Wise choices

Email marketing is known to be one of the most cost-effective marketing channels, making it a great choice for smaller businesses to communicate effectively with their customers. However, for those new to email marketing, deciding which flows to implement can be quite a challenge.

In Lily's case, choosing to start with two automated flows, we recommended the Abandoned Cart and Welcome flows. Why these two specifically? Welcome emails are known for their effectiveness as they establish the first step in email communication, rewarding the customer for subscribing (often with a 10% discount) and acknowledging their importance to the business. It’s the first building brick of brand awareness and future customer relationships.

On the other hand, Abandoned Cart emails ensure that these relationships turn into conversions. Different reasons lead customers to abandon their shopping carts, but a good Abandoned Cart email resolves any of the obstacles on the way to conversion. By gently reminding the customers of the forgotten products in the shopping cart, you show them the importance of their purchase, bringing your brand closer and closer to being top-of-mind.

 

 

On-point Campaigns

While Lily has two basic automated flows, their conversions mostly depend on regularly sent campaigns. Their campaigns have a clear design, attractive high-quality images, and engaging messages that comply with Lily’s branding. Thanks to these emails, they can notify subscribers about sales and promotions, send wishes, or simply encourage them to warm up with Lily’s cozy pieces.

 

“We wanted to send out appealing campaign that will translate Lily’s welcoming positive spirit and encourage customers to become a part of their warm family”

 

Lily’s preferred communication language is English, which is not uncommon for Belgian brands. This ensures simple analytics and helps avoid confusion in the messaging. There’s nothing more annoying than receiving a message in a language you don’t speak, and using English minimizes the risk.

 

Results

Shop Lily slowly but surely went from sending zero emails to receiving impressive results with their creative campaigns and conversion-oriented flows. Right now Lily’s analytics dashboard proudly shows performance better than the industry benchmarks. Not only is the attributed revenue impressive but both flow and campaign open and click rates perform exceptionally.