Abbott Case Study

Abbott is a fragrance brand founded in 2015, and is known for creating unique and high-quality fragrances inspired by various locations and experiences. Abbott’s fragrances capture the essence and atmosphere of specific geographic locations in the United States. The brand has gained recognition for its minimalist and stylish approach to both fragrance composition and packaging. Abbott’s products can be found online and at Sephora.

1. A concerning decline in month-over-month email revenue. 
2. The need for a comprehensive audit of their email marketing program to identify areas for improvement and optimize engagement and conversion strategies with email and across all digital channels.
3. Lack of understanding for the complete customer lifecycle program.

To address the challenges, a thorough solution was implemented:

1. A comprehensive audit of the email marketing and mobile marketing programs was conducted, identifying areas for improvement and efficiency. 
2. Flows were updated, including adjustments in timing, eliminating content and email overlap, and refining content and copy to align seamlessly with Abbott's brand guidelines, goals, and overall marketing strategy. 
3. The SMS strategy was optimized by fine-tuning the timing of flows, resolving overlap messaging issues, and adding additional custom flows.
4. Promotional email strategy was optimized to enhance customer engagement and revenue generation. 
5. To augment the understanding of customer lifecycle and maximize results, an in-depth data analysis was undertaken, focusing on critical KPIs such as an in-depth Customer Lifetime Value (CLV) analysis, the repeat purchaser segment, and the non-purchaser subscriber segment. 

This data-driven approach led to the formulation of strategic initiatives for customer acquisition and retention in email marketing, mobile marketing, and social media marketing.

Through these many efforts, Abbott saw a substantial increase in revenue, an increase in customer engagement, and had a targeted strategy on-hand for customer acquisition and retention due to greater understanding of the overall customer lifecycle.

The strategic solutions implemented by Amanda to address Abbott’s challenges generated some remarkable results, including but not limited to:

• 45% increase in average monthly total email revenue, marking a significant turnaround from MoM revenue prior to the engagement.
• Revenue per email (RPE) increased 400%, soaring from $0.01 to $0.04 on average month-over-month. 
• The Welcome Series flow monthly revenue increased by 300%. 
• The revised Browse Abandonment strategy increased average monthly RPE by 138% (for email and SMS combined). 

These achievements show how efficient and effective a comprehensive email marketing and SMS marketing strategy can be, resulting in substantial revenue growth, improved customer engagement, and an overall strong position in the market.