EMAIL INSTALLATION - STYLETREAD
Styletread saw 15% lift in email revenue in just 2 months.
Year
2026
Client
Mark Rowland
Services
Email Marketing
Project
Lifting Existing Email Revenue.
About Styletread
Styletread is one of Australia’s famous footwear brand, founded in November 2010.
They serve all categories in footwear including men, women, kids and the range of shoes is wide from sneakears to casuals, heels, sandals, loafers and what not.
They were basically trying to complete with other all-in-one shoe brands in Australia to get the majority market share.
The Problem
The problem wasn’t as severe. They already had a bit of backend marketing going on.
They had flows setup and once a week campaigns were going on. The majority problem is conversion. it wasn’t converting as much as they wanted or as much as their competitors were doing. They wanted to improve.
The Goal
So, the goal was to improve pure conversion 10-20% depending upon what’s possible.
We roughly estimated around 3 months of execution it would require to achieve the goal.
Also, there was no SMS marketing going on so that was a part of the goal too as we sensed that would definately help in boosting the revenue.
The Strategy
We didn’t wanted to do a “deep clean” as there were things that were already working. So all our strategy was to fix what’s broken and give the “magic touch”.
- The deliverability part was there to improve at there was too many bounces. Maybe they had old contacts but never checked if they exist now or not.
- The pop-up for them was a full-page “good” pop-up with decent conversion. We wanted to make it better by adding quiz type or a wheel type form.
- Their existing welcome emails were a bit discount pushy and only had 4 of them. So we needed to change that.
- We planned to increase the campaign frequency as there wasn’t much complaint and the spam rate was below 0.01%.
- They had multiple products so we planned to create different segmentations for different product so we could customize the experience.
The Execution
So it took around 2 months to see the results of what we executed:
- We fixed the DKIM here. That was causing some deliverability issues since SPF and DMARC were on point.
- We installed a mystery gift pop-up. And capped it till 20%. We saw a 70% increase in pop-up opt-in rate and people actually used the coupon.
- Installed 8 emails as a sequence to welcome emails instead of 4. that went on to elaborate the brand, the difference, who we are, how is it safe and how is it better and so on. We also fixed few other flows which were converting okayish but made them better.
- We doubled the campaign frequency. 2x a week. But we didn’t see any dip in open rate or in readership. That helped to stay top of the mind.
- Created 3 major segments of list with active buyers, previous buyers, and buyers of 90 days and beyond. That simplified the sequence for future sending.
The Result
Here’s the results we got.
- Because of the deliverability fixes, the open rate went from 42 to 48%.
- The pop-up conversion lifted to 8% as compared to 6% previously.
- Welcome flows contributed 41% email attributed revenue as compared to 35% before.
- Total email sales lifted 15% in that 2 months.