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 campaign overlap, and refining content and copy to align seamlessly with 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 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 yielded remarkable results. 

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

These achievements show how efficient a comprehensive email marketing strategy can be, which results in revenue growth, improved engagement, and an overall strong position in the market.