If you’re a company offering consumers aftermarket customizations, your marketing should reflect that level of personalization. Especially email marketing, though a direct line of communication, can feel impersonal.
Okay. But how?
Given the nature of the business, one-size-fits-all email campaigns wouldn’t cut it. Customers were looking at specific parts for specific vehicle models. Lethal Performance needed personalized automation to nurture customers through the buyer journey and beyond, focusing on tailored messaging flows by brand to create a top-gear customer experience.
After optimized automations launched in early 2024, the company saw a 26% increase in automation revenue compared to 2023. Better yet, customers enjoyed a shopping experience geared to their interests.
If it ain’t broke, don’t fix it, but you can give it some polish. The email team looked at the automations in place, identifying what did well and what didn’t before streamlining. The series had a strong core, with emails triggered for brand welcome, abandoned cart, and post-purchase. These first needed a design upgrade with text reduction, creating a more visually appealing email with more punch in the messaging. Then, additional emails joined the lineup.
The abandoned cart series had three emails within the automation, but there was an opportunity to add another, as the last had an order placement rate of 1.3%. With engagement not tapering off under 1%, interest was still there. The additional touchpoint succeeded in bringing in more sales.
Open Rate: 47.1%
Click Rate: 4.5%
Placed Order Rate: 2%
Revenue per Recipient: $18.46
To create the needed personalization, a pop-up on the home page collected user information to personalize communications and inform the logic required to tailor and promote a buyer’s journey that fits the customer’s vehicle. When users opt-in via a pop-up, they can pick which vehicle they are shopping for. For instance, if they pick Bronco, everything featured fits Bronco models.
Additionally, users can opt-in to a rewards program, which offers additional and shoppable touchpoints featuring category grids and an additional CTA. Points are given and applied at checkout, equating to a discount. These users get special pricing on certain items/brands offered via email, boosting inbox anticipation. In the last year, Email 1 in this series generated $459k. Had there been no email follow-up, almost half a million additional sales dollars would have been missed.
The program also tracks user wish lists, providing valuable data on the products active users had their eye on and then sending email reminders. The wish list automation contributed $8600 in revenue.
Open Rate: 66%
Click Rate: 12%
Placed Order Rate: 4.7%
Revenue per Recipient: $10.91
While revenue was steadily increasing with SEO and paid search programs, optimizing their email automation helped take more customers across the finish line. This effective multi-channel marketing strategy accelerates discovery and keeps the pedal to the metal with personalized communications featuring users’ desired products.
After a 26% increase in automation revenue compared to 2023, this program proves customers want customized products and buyers’ journeys aligning with those products.
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