The Results Behind Our Client's 90 Day Email Marketing Strategy
Back in November, we restructured our client's Instagram package. Not because there were major issues, it just wasn't hitting the KPIs we had planned and generating the amount of leads that we predicted.
While we will always listen to what our clients' preferences are when it comes to what platforms you'd like us to manage, we also won't be the type of agency that lights your money on fire, aka, lets you live with mediocre results. If things aren't working, count on us to pivot, re-strategize, or even restructure if we have to.
In this case, we decided to restructure from Instagram management to a fuller approach, which led to 90-day email results to be proud of. Let's break down everything we did to launch this client's email marketing and how it went.
The Background
We'd have been working with this Interior Design client for 9 months, and we did truly hit big milestones on Instagram. Yet, when it came to our re-strategizing sessions, we noticed that it was falling flat and remaining stagnant over time.
Restructuring The Package
We realized that it was the number of Instagram posts leading to our issues. We were exhausting her current audience. And, even with location tags and keyword-heavy captions, we weren't quite tapping into the local SEO that we'd hoped.
For this industry, especially, SEO is huge. When you're looking for this large a project, you're likely searching on Google and searching locally. Secondly, we needed a better place to prioritize current clients and warm leads beyond Instagram. So, we knew exactly what we had to do.
We decided to challenge the scope, without changing their monthly rate. Meaning, we needed to make shifts, but also stay at the client's same rate without scope creep and losing profitability. So, we shifted from IG-only to an ecosystem. This is exactly what we needed to create less pressure on Instagram to “do everything.” We decreased the number of Instagram posts and stories for the client and added email and blogs to the scope instead.
This way, we had all our bases covered,
Instagram supported discoverability
Email supported client retention and leads management
Blogs supported authority and website traffic
And, wow, was that a great move! This client ended up having over 100 emails on their email list that signed up over time, but weren't getting sent anything.
The Strategy
Each piece of our new package needed to work together to not only attract attention and reach, but also establish authority and nurture leads.
Authority-Driven Blog Content
We focused on an educational approach to the blogs, with SEO that aligned with the local area and luxury interior design. And, we wanted this to not only be something clickable, but readable, too. That's why we made sure to lead into storytelling and behind-the-scenes content, on a consistent monthly cadence (Google LOVES consistency!). Our client's design portfolio spoke for itself, and the blog was the perfect complement to drive traffic and do the heavy lifting on the Google ranking side to get found.
Strategic Emails
We created a consistent email cadence designed to nurture warm leads, diversify the audience, drive blog and web traffic, and reinforce brand authority.
Each email was designed to be a personal note from the founder. That means centered around storytelling, being intentional, and connecting on a more personal level. And, in the luxury market specifically, this is super important to create an experience with the brand that hits on a personal level with the audience.
Reframing Socials
Social content became centered around driving traffic to these resources (the blog + newsletter) to funnel leads, and continuing to nurture the current community there. Again, it wasn't doing all the heavy lifting alone. It wasn't the only pipeline we had to leverage. Now, we project to see even more of a tight-knit community and leads that aren't overwhelmed by posts but instead ready to engage.
Every platform worked together to ultimately get local traffic to their website, nurture leads, and drive results.
The Results
In 90 days, these are the results received.
November:
71.7% Open Rate
19.8% Click Rate
December:
72.5% Open Rate
10.8% Click Rate
January:
61.6% Open Rate
17.2% Click Rate
What This Means
For context, the average email open rate across industries is ~20–30%, and the average click rate typically falls between 2–5%. While these are benchmark numbers and we outline our own KPIs per client, we are super happy with how our email strategy integrated into an email list that could have been very cold.
This brand consistently achieved between 60–72% open rates and 10% and 10–20% click rates.
That tells us that it isn't just good engagement and getting to inboxes, but subscribers are excited to get these emails and are clicking all the way through. On a deeper level, that can also mean engaging content, powerful subject lines, and strong CTAs — which we believe are the heart of good email marketing strategies.
While we started off Q4 with a need to restructure, we ended it with a powerful email list, 3 high-ticket leads, and amazing results.
Want Results Like This? Book a call with us and let's chat about all things email marketing.
