The Brand
TheManCompany, as the name suggests, is a brand selling grooming essentials for men. It targets modern men who are increasingly aware of grooming, skincare, and personal hygiene.
It offers high-quality, natural ingredient-based products.
The Challenge
CEO Hitesh Dhingra came to us in January 2021. He wished to increase the volume of campaigns the brand sent out to its subscribers.
The Man Company had a huge list of 385.5K subscribers, but it lacked segmentation. A segmented list was crucial to strategize campaigns and automation.
Their past campaigns did not perform very well and had a poor conversion rate. They needed professional support to create email campaigns that got higher conversions and increased their revenue.
The Solution
The RetainUp team started with refining the brand’s pre-purchase automation emails, created more automations, took up end-to-end campaign management, and did the RFM analysis to segment their master list.
Automations
For The Man Company, we reworked the pre-purchase automations – welcome, cart abandonment, browse abandonment, and more. It was to improve the performance by optimizing the strategy, design, and copy.
We also created their post-purchase automations series like cross-sell and winback. The emails were designed to grab attention and engage the viewer. The copy was appealing and on-brand.
Campaigns
The brand needed complete support to manage its regular email campaigns. We strategized monthly campaign calendars to cover the top product categories and important days for the brand.
In the campaigns, we kept a confident and friendly tone. The captivating designs kept the audience hooked and got more clicks.
RFM Analysis
We performed the RFM Analysis for the brand, where we segmented the customers into groups based on their buying behavior, and strategized automations for each group.
The Results
In the first quarter of working on The Man Company’s email marketing, we delivered 10.02M emails, 102% more than the past performance. This generated Rs 81.7L in revenue, which was 172% higher than the past performance.
In these three months, the AOV from campaigns was Rs. 607.22, and the automations AOV was Rs. 645.77.
The overall unsubscribe rate was decreased by 48%, dropping to 0.098%. The master list grew by 77.5K subscribers, 20% higher than the count of the previous quarter.