18X
Revenue increase through email in last 6 months
10X
Placed order rate through email
296%
Increase in website visits from social
505%
Social media conversions
THE CHALLENGE
Gurhan had a beautiful product line and successful traditional marketing strategy. What they didnāt have was targeted, data driven marketing. And, like so many other fashion brands, Gurhan began losing market share during the economic shutdown, since most sales were made in-person at U.S. retailers.
OpenMoves was asked to boost sales and engagement through social media and email marketing automation. Gurhanās in-house marketing team needed an outside agency to assist with ongoing email production and social media management to showcase products and increase engagement with customers and prospects through brand story-telling.
Covid-19 presented an additional challenge, with Gurhanās physical retailers shutting down. Gurhan needed to connect with its audience throughout the pandemic turmoil with meaningful and sensitive communications while enticing consumers to explore their products and shop from the convenience of their homes.
The Solution
Email Marketing
OpenMoves assessed Gurhanās email marketing programs, including email template audits, list management and automated campaigns, and developed an email marketing strategy that included a twelve-month action plan to drive conversions and increase engagement. We quickly saw the need for new template designs, varied automated drip campaigns, landing pages, contests to increase subscription and social connections, sales and discounts, and innovative tactics like custom countdown timers.
We quickly migrated Gurhan onto the Klaviyo email marketing platform, easily integrates with Gurhanās web platform, Shopify, and enables deeper personalization for automated emails and campaigns.
The Klaviyo emails focused on automated welcome letters, browse and cart abandonment, pop up and newsletter sign up forms and weekly touch-points. For most of our clients, automated email campaigns do better than ad hoc emails. In Gurhanās case, automated open rates out-performed ad hocs, but ad hoc emails did better in clicks and revenue.
40% open rates on automated email campaigns
20% open rates on one-off emails
10% click through rate on automated email campaigns
20% click through rate on one-off emails
Another key to our success was the development, testing and optimization of various promotional campaigns. Longer-term promotions like our 30 Days of Hope and Spring Cleaning campaigns outperformed one-off promotions. Personalized campaigns showcasing recommended products based on user views also proved to be very effective. Gurhanās audience showed lots of engagement and interest in the brand story, which we promoted through emails about how products were made and human-interest articles about Gurhan and Fiona.
Continually building Gurhanās email list and improving the data within the list have been high priorities for us. Weāve tested and optimized different email sign-up tactics on the website and are continually building valuable data on each contact. For instance, we started collecting birthdays in exchange for a 10% off promotion, which many users are responding to.
OPENMOVES EMAIL MARKETING TEAM
The Solution
Social Media
After performing a comprehensive audit, we developed an action plan to raise the bar on social media performance and leverage Gurhanās digital footprint to help drive awareness, traffic, and sales. We quickly developed a multi-channel, results-driven strategy custom-designed to the needs of the luxury jewelry consumer.
Goals were set, profiles refreshed, calendars built, campaigns designed, shopping posts tagged, benchmarks tracked and results rolled in. The audience on Facebook and Instagram were activated instantly by the increased post frequency and more refined better branded content strategy.
In just 6 months we saw the following results:
450% increase in followers
233% increase in brand awareness
400% rise in engagement
296% increase in traffic via social
140% lift in conversions via social
When COVID-19 hit, we knew a radical and immediate shift was needed. We took time to listen deeply and understand the impact of the pandemic on the lives of our audience. With retailers on shutdown, the emphasis for social rested heavily on sales and conversions. So we created a direct-to-consumer ā30 Days of Hopeā campaign which paired inspirational messaging with cropped-in, eye-catching images of Gurhan’s favorite stones and gems, coupled with an offering of 30% off. The campaign was so well received, we followed with a similar Spring Cleaning promotion.
As a result, performance on social media amid Coronavirus (April, May, June) for Gurhan has reached record highs with an engement increase of 510% from the previous 3 months and revenue from social grew 5,400% from the previous year.
We are currently working with Gurhan to utilize live streaming, launch and promote a loyalty program, and leverage their active and influential social media following to adapt to the new normal and thrive in a post-pandemic fashion industry.
In times of crisis, meaningful communication is the key to human connection. For brands like Gurhan, itās essential to step back and evaluate how their messaging contributes to the well-being of the community they serve. We needed to help them reposition for continuity and shift gears to ācrisis-sensitiveā digital marketing strategy. The proof is in the numbers
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GARDEN SAVVY
Achieving 200% Growth in Organic Visits Year-Over-Year for Garden Supplies Directory.