EMAIL INSTALLATION - NONSHINKU
Nonshinku Went From 11% Of email attributeed revenue to 43% email & SMS revenue.
Year
2024
Client
Arie Hefter
Services
Email Marketing
Project
Complete Revamp
About Noshinku
Noshinku is a New York-based personal care brand founded in 2017 with a singular mission: to completely reinvent hand sanitizer. A sanitizer that actually felt luxurious.
They had seen so much success with this kinda product as they found the gap in market and kicked in just in time. Their formula is built on 70% pharma-grade ethyl alcohol distilled from organic cane sugar, blended with a conditioning mix of Aloe, Rosa Canina, Jojoba, and Argan oils to soothe, moisturize, and protect skin.
The Problem
The problem was same as most other successful DTC brands. they ignored the most unsexy yet the most profitable marketing channel, which is email.
All they had was a bunch of pre-templates as Klaviyo flows and twice a month campaign with simple discount offer. They weren’t earning much through the backend.
The Goal
The goal was to setup a complete backend system for them. The brief was to remain on-brand. So we had to design the backend system in a way that it remains on brand yet converts most of the customer.
Their backend was bringing around 19% of total email attributed revenue. The goal was to push it to 40%.
The Strategy
We needed to do a complete revamp so that’s where we started.
- The strategy was first to audit and the clean up a list little bit.
- Also we decided to re-engage previous buyers and active subscribers a bit.
- We did a few team exercise with the marketing lead on how we can remain on brand.
- Flows are one of the most essential parts of any backend marketing of a brand. so we took most of our time there to figure things out.
- Most previous campaigns were “discount” based so we decided to do regular campaigns that focus on pain points and actual desire of the customers.
- Also we decided to separate the non-engaged part of subscribers to keep the list healthy.
The Execution
Within 2 months, we executed a lot and started seeing results:
- Audited their previous subscribers: Most of them were old so we cleaned up the list first based on hard bounces and some of it even for soft bounces.
- A re-activation campaign: Before setting anything up, we did a re-activation campaign for those who didn’t opened their email in last 12 months.
- Branded elements: We made a pack of elements to sprinkle them on the emails to keep them on brand.
- Flows: We completed deleted the old flow. They were too heavy on design, no comelling copy and wasn’t generating any revenue. Installed 7 core flows with total 33 emails.
- Regular campaigns: We started light. Only 1 email/week. Because we had a cleaned up list, our open rate was high people were actually buying the product so we increased it to 2 emails/week.
- Simple segmentation: We didn’t wanted to complicate anything. Only a few segments with the people who were actually opening and people who were actually clicking.
The Result
Results so far after 6 months of operation:
- Open rates went from 30 to 55% because we suppressed a big chunk of inactive subscribers.
- CTA increased from 0.8% to 2.2%.
- Flows alone brought 45% of their total attributed revenue.
- The regular campaigns started to catch momentum and brought more than 50% email revenue every month.
- Their overall sales attributed to email went from 19% to 41%