Mazeys
Bringing email into the fore as a leading marketing channel for a fashion retailer.Bringing email into the fore as a leading marketing channel for a fashion retailer.
Background
Mazeys have long been established as one of the leading Mod, Ska, and 2-Tone clothing retailers in the UK, selling shirts, trousers, footwear, and other clothing that their demographic knows and loves them for. We’ve worked together on PPC shopping campaigns for a number of years, and the companies visibility in paid search is as strong as its ever been.
The Challenge
Despite great performance across many of their marketing channels, email marketing has always lagged behind other channels in terms of revenue. Customers have a high opt-in rate, but email only represented a tiny (<5%) amount of overall revenue generated. We set out to increase this, and deliver repeat revenue from satisfied, engaged customers.
The Work
Emails were being sent using the website platforms built-in marketing tool. Additionally, they were being sent out sporadically ‘as and when’ without a strategy or plan. Email content was often geared around new stock being released, or simply reminders in the sense of ‘we’re still here’.
We ported the active subscriber list into Mailchimp and set about creating a content calendar with planned, regular emails to be received by each respective segment.
Mazeys audience is highly engaged around the topic of Mod/Ska/2-Tone music so we created soft content around seasonal events, key dates around live music, bands, musicians and leading figureheads within the scene. These were backed up with less frequent, more promotional emails announcing new product lines, key top sellers, and specific products which were worn by musicians, and persons within the Mod/Ska scene.
These were supplemented with more powerful, on-brand automated emails such as abandoned basket reminders, and an onboarding series to give a flavour of Mazey’s personalities to new customers.
The Results
With new automations firing every day, as well as regular seasonal campaigns, we managed to:
- treble revenue compared to the last quarter
- more than 3x revenue generated during the same period in the previous year
- saw all-time high engagement rates with emails
The Future
While we’ve launched ‘the basics’ for Mazeys, we can’t stop there. Now that email subscribers are warmed up to receiving content-led emails which are less promotional and provide more value, we can build on this to drive more customer lifetime value for each email subscriber. We aim to create a quarterly calendar of seasonal dates and craft campaigns around each of these, as well as drip-feed new product and brand launches. This will help us get towards a healthier percentage of Mazeys online revenue being driven by email.
