Company: Ray & Jules
Industry: Coffee
Established: 2019
Challenge: Brand personality reflection in the emails
Ray & Jules is one of those brands whose personality radiates through all their communications, defining the brand and making it one-of-a-kind. They are positive, bright, and have an important mission: making the coffee industry more sustainable. While working with Ray & Jules, we reflected this unique personality in their emails to increase brand awareness and drive conversions. Here’s how we did it.
Ray & Jules is a quite young brand of sustainable coffee. However, thanks to their unique product and attractive branding, they have already found a place in the hearts of Belgian coffee drinkers. While the Radikal team built a Shopify site, Elevate Email set up a Klaviyo account for Ray & Jules. For them, the top priority of email marketing was brand awareness, leading to conversions, and especially upsells to coffee subscriptions.
We aimed for the Ray and Jules emails to captivate customers, fostering a love for the brand and its mission and ultimately converting recipients into loyal subscribers. Achieving this through email marketing is entirely possible and here's how we accomplished it.
“With the new website, we wanted to finally scale up our email marketing, too. Elevate Email guided us through every step of the process and now we’re all set for success” - Seppe Vanhellemont
Sunny emails for sunny people
For Ray & Jules, their mission goes beyond sales to promoting a sustainable and fair industry. They organize various sustainable initiatives, consistently spreading positivity and hope for a batter future. Branding is crucial for them to reflect their sunny personality and engage like-minded coffee drinkers. We ensured that the email design and copy aligned with their branding and engaged even more people.
We used 'sunshine' in greetings and maintained a friendly, positive, and inviting tone. The design incorporated website colors and provided teasers that encouraged readers to click through to the website.
To avoid overwhelming customers, we recommended a relevant sending schedule, using Klaviyo Smart Sending and optimal timing. Personalization was key, fostering lasting relationships and encouraging repeat customers who embrace Ray & Jules' sustainable lifestyle. With the same goal in mind, we also set up thank-you emails, birthday emails with coupons, and post-purchase emails requesting reviews.
For consistency, all transactional emails were sent through Klaviyo, ensuring a sunny and recognizable tone across all communications.
Subscription challenge
A key goal for Ray & Jules is converting one-time purchasers into repeat customers. Email marketing is ideal for building this loyalty. While it may seem only product lovers would buy a coffee subscription, Ray & Jules' unique focus on sustainability and locality is enough to drive subscriptions.
Through email marketing, we strengthened brand recognition and positioned Ray & Jules as a brand worth supporting. Emails facilitated faster and easier subscription sign-ups by effectively communicating Ray & Jules' uniqueness to a wider audience, expanding the customer base, and encouraging longer customer journeys. Additionally, in the extensive post-purchase flow, we also asked customers if their colleagues drink coffee, promoting subscriptions for office use.
“Elevate Email helped us find our way in Klaviyo” - Seppe Vanhellemont
For fast-moving consumer goods (FMCG) establishing customer loyalty is crucial to encourage repeat purchases. Positive experience with the brand promotes loyalty and extends the customer journey, and hence the customer lifetime value (CLV). That’s why we also set up Judge.me emails for review requests. This would not only be beneficial for the company but also will ensure customer satisfaction with the brand.
Results
It’s easy to work with a client whose product and mission you truly appreciate, as was the case with Ray & Jules. We aimed to spread the word about this great sustainable initiative, and we believe our emails made that possible. Email marketing for brand awareness and loyalty is a powerful tool that doesn't require a huge budget, making it perfect for emerging brands. Just a couple of months after setting the flows live, we saw impressive results with excellent metrics.
Results in detail: After just two months of launching the Ray & Jules emails, we achieved remarkable results: 47% of revenue was attributed to email marketing, with a 5.1% click rate and a 1.43% placed order rate (where the average is 0.18%) for campaigns. The flow emails had an impressive 73% open rate. Additionally, by setting up a branded sending domain, we maintained an excellent unsubscribe rate, further solidifying customer loyalty and engagement. 