The Goal
Engineering a holistic re-engagement strategy that would help Cove reach audiences that had been disengaged for a long while. Whether these contacts were previous purchasers who failed to keep up with the brand's latest product releases or non-purchasers, we used all the tools in our full-service email marketing arsenal to drive impressive engagement through campaigns and automations. But we didn't stop there; we also created an SMS marketing program for Cove to further enhance their email marketing efforts, generate more revenue, and increase that all-important engagement.
Highlights
- We increased revenue by +127% in Q1 2024 compared to Q4 2023, igniting growth during a typically slower sales cycle.
- After building a new welcome series, we generated over $50k in revenue in just one month.
- We strategized and implemented an SMS welcome flow that delivered $4k in revenue in record time and impressive engagement rates.
- Thanks to the proficiency of our deliverability team, our early 2023 Black Friday Sale generated a record-breaking 93% open rate (compared to 0.45% during Cove’s 2022 Black Friday Sale pre-CodeCrew).
What Is Cove?
Cove sells affordable DIY home security systems customized to suit each recipient's unique needs. They're also very easy to install. With thousands of satisfied purchasers throughout the United States, Cove is the #1 customer-rated home security system on the market, and with good reason. Their flexible, customer-centric offering includes a 60-day money-back guarantee and 24/7 customer service without lengthy, complex contracts.
We were massively impressed with the way Cove put their customers first and made home security accessible to everyone. Needless to say, we connected with the Cove team from day one.
Back to the Challenge At Hand
Cove had a strong customer base, but this wasn't reflected in the performance of their email marketing program. Some of the brand's issues included:
- A huge list of contacts who weren’t engaging with the brand and didn’t know about the benefits Cove offered.
- An abundance of site visitors who were clearly interested in the brand, but hadn’t been converted into customers.
- The lack of an effective SMS program that would work in tandem with Cove’s email marketing program to help skyrocket engagement and revenue.
So, we did what we always do – we rolled up our sleeves and got to work. And that’s how we achieved those exceptional numbers we mentioned earlier. By revamping every aspect of Cove’s existing automations, implementing effective SMS marketing, and using a data-driven approach to refine their email marketing program, we helped the brand gain the impressive engagement and revenue numbers it needed to thrive. As mind-boggling as these results may seem, they’re not at all unachievable. In fact, we’ve achieved similar (and even more impressive) results for many of our other clients in the home service industry.
Our full-service email marketing solutions fit home services companies so well that we’re able to identify key components for growth relatively quickly.
Cracking the Safe on Browse Abandonment
As we mentioned earlier, Cove had a big problem with subscribers who had browsed their site but hadn't purchased anything. To address this, we created a new browse abandonment flow that achieved:
- A 10,500% increase in unique clicks (not a typo).
- A 400% increase in placed orders (again, not a typo).
- And $98,801 generated for order placed value.
- 0% spam complaint. Yup, pure perfection.
- 0.59% decrease in bounce rates.
You wouldn't trust just anyone to install your home security system, so why would you let anyone but professionals handle your email marketing program? Only years of experience, a dedicated team of professionals, full-service email marketing services, and data-driven strategies can achieve stellar results like these.
Locking In Cove's SMS Program
When we joined forces with Cove, they hadn’t yet integrated SMS into their marketing strategy. So, we had an opportunity to build their SMS marketing program from the ground up.
Check out these initial numbers from our SMS welcome flow:
- 24% click rates right out of the gate - over 2x the industry average for an SMS welcome flow.
- A 0.53% increase in (total, company-wide) placed orders. While it may not sound like a lot, consider that Cove sells many, many packages per day.
- An average order value of >$400.
By using a tailored approach (as we do for each client), we optimized Cove’s SMS welcome flow and overall SMS program to successfully transform leads into customers.
And, speaking of welcome flows, here’s what we achieved by rebuilding Cove’s welcome emails:
- 43% average open rates throughout the flow.
- 228 Placed orders in just one month.
- Over $65,000 worth of placed orders generated in record time.
The welcome flow was just the first step in an elaborate strategy that included cross-flow integrations between email and SMS, SMS-only campaigns, and MMS sends. Full-service email marketing at its best.
From A To B – Securing Some Excellent Results
Email marketing without A/B testing is like a door without a lock. As with all our clients, we tested all variables relevant to Cove’s KPIs, analyzed the results, and applied our findings to all campaigns and automations. Then, we did it all over again to improve engagement even more.
It’s incredible how much your audience will tell you if you just listen!
The Takeaways
Here are just some of the valuable insights we gained through A/B testing every one of Cove's email campaigns and automations.
- Personalized campaigns weren’t as effective as we thought.
- 3 PM was an excellent time to send emails.
- Sundays were the best send day, and Tuesdays were a close second.
- This audience didn’t love emojis.
- Including the brand name in the subject line worked best.
- Product-focused imagery was more impactful than lifestyle photography.
No two brands are the same, even if they inhabit a similar space or industry. Each brand has unique data, KPIs, goals, and strategies that run through the veins of its email program and other marketing channels.
What’s more, no two audiences are the same either. That's why A/B testing is essential, allowing us to build email marketing programs that truly speak to each unique subscriber base.
Like everything we do, our comprehensive A/B testing is made possible by our incredibly strong technical team who helps us achieve the greatest possible results for our clients. After all, email marketing without technical know-how is like a lock without a key.
At CodeCrew, we know we only make money if and when you do. Your business is quite literally our business, and it’s our job to arm you with an email marketing program that will drive the results you’re looking for.
You're in Safe Hands
Listen, we get it! We know you’re tired of being sold to by a top 1% expert in their niche, only to get handed down to a marketer who has all of 5-6 hours worth of YouTube videos backing their expertise.
That’s why we invest massively in our team’s happiness and make sure that the very best of them are here to stay. It’s also why every single client account is assigned two experienced account managers, and why every account is worked on by at least 15 of our experts in any given month, ensuring that your brand gets constant attention from individuals who are simply the best in the world at email marketing.
Secure Your ROI
So, what do you do if your alarm system keeps breaking down? Simple, you get a new one. If you’re struggling to drive actual ROI from your email program, it’s because you need a team of experts by your side - and not just any experts, but those with deep experience in your exact industry. You can stop searching; you’ve found your email partner: CodeCrew.
Contact us here and let’s discuss how we can skyrocket the retention and ROI from your email and SMS marketing programs.
