Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM

As a kid growing up, I watched cartoons on the weekends. 

One that I watched more than any other?

The Road Runner Show

Wile E. Coyote would try to catch the Road Runner with all these silly tactics. 

Despite numerous attempts, the Coyote has been spectacularly unsuccessful in capturing the Roadrunner. 

His efforts have been nothing short of inventive, employing everything from heavy anvils and massive boulders to rocket-fueled skates and wind-generating tornado seeds, even resorting to tennis balls filled with explosives. 

Yet, so far, all his elaborate schemes have proven futile.

Sometimes, brands can feel like Coyote when trying to scale their revenue. 

No matter what tactic, trick, or hack they try, revenue stagnates, and… 

You’ve hit a wall. 

Your email revenue has plateaued, and no matter what you do, the numbers just won’t budge. 

You’re stuck in a cycle of “stagnant growth,” and it’s frustrating.

You’re not sure what you’re doing wrong. 

Is it the email flows, the copy, or the frequency? 

You’re missing crucial flows like abandoned checkout and post-purchase sequences. 

Plus, you’re barely scratching the surface of your email list, sending fewer than two emails a week, except during sales.

Turning Seasonal Slumps into Summer Profits

One of our clients is in the alternative health space. 

They faced a recurring issue: their revenue would dip significantly during the late Spring and early Summer months. 

Traditionally, they wouldn’t see a pickup until mid-September, just as the holiday season started to loom on the horizon.

Determined to break this cycle, we helped the brand develop a robust strategy for July and August. 

The goal was to not just survive the seasonal lull but to thrive, setting the stage for an even more profitable Q4.

Mastering the Core Four Flows (And More)

Crafting Essential Email Flows

We overhauled their email marketing strategy by implementing what we call the “Core Four” flows: abandoned checkout, abandoned cart, post-purchase, and an evergreen welcome flow that’s currently in the works.

Hyper-Segmentation for Precision Targeting

We segmented their extensive email list based on categories viewed in the last 30 days. This allowed us to send daily, targeted emails to subscribers who were already engaged with the brand’s website. We’re now sending 5 – 6 emails per week (and sometimes, we’ll send 2 per day). 

Re-Engaging the Dormant Subscribers

We also initiated a re-engagement campaign targeting their dormant ~120k subscribers. To protect the brand’s sender reputation, we broke this segment down into smaller lists and began sending tailored emails to one list at a time. This also gave us actionable insights for ongoing sending of a Sunset Flow, which we will build later on this year. This flow helps re-engage non-buyers and get back their attention. 

Focused and Educative Messaging

Our daily emails were designed with a singular focus: to address one problem, offer one solution, and include one CTA. This approach educated the subscribers, built trust, and encouraged them to make purchases. It removed any confusion they had with prior newsletter sends that would focus on 3 – 5 things per email in different categories and concepts. 

For example, a prior newsletter would talk about inflammation, flue season, and going back to school. You could tie those together, somehow, but it caused a bit of confusion when offering adult and children’s products in that one email for various “problems” or “concerns.” 

We simplified it and picked one problem or concept to talk about per email, which helped our subscribers consume our copy and make a decision to click through and shop or buy. 

Overcoming Buyer Objections

We customized the messaging in each of the core four flows to address objections specific to the buyer’s stage in the shopping journey. For instance, the abandoned cart flow tackled skepticism, cynicism, and cost concerns head-on. When someone is “shopping,” they’re thinking a few things: does this work? Is it for me? And is it worth the cost? Addressing these objections in the proper shopping stage increases conversions for the brand. 

Sell More of What They Already Bought

We segmented the list into customers who have placed an order at least for a given product. We did this because we had inventory of items that we wanted to sell more of, since we had extra inventory. So, we used that as a reason to send about 60k customers a few emails the last week of the month about getting a percentage off their order of those given products. 

Why did we do this?

These customers have already purchased this product before. We had more inventory than we wanted on hand. And, we offered an incentive plus a time urgency to get them to take action. It generated sales and helped us capture more revenue near the end of the month. 

The Outcome: $458,172.60 in Extra Email Sales

The result of this comprehensive strategy was nothing short of spectacular. In just 31 days, we helped the brand increase their monthly email revenue by an astounding $458,172.60.

Email marketing isn’t just about sending emails; it’s about sending the right emails to the right people at the right time. 

If you’re interested in transforming your email marketing strategy and boosting your revenue…

Click here to book a call

During this call, we’ll discuss your specific needs and how we can help you achieve your goals.

Ready to turn your seasonal slumps into revenue booms? 

Let’s get started.

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