Henry Rose Case Study - How We Generated 122% Sales Increase with Segmentation
Henry Rose
Services
Lifecycle Marketing
➚ Email & SMS
➚ Growth Strategy
➚ Lead Capture
The Results
+122%
YOY Revenue Increase for Anniversary Sale
+57%
YOY Campaign Click Rate
+57%
YOY Campaign Open Rate
"We exceeded our wildest expectations!"
- Debi Thesis, President of Henry Rose
Challenges
Henry Rose had an upcoming anniversary sale that was critical for hitting their sales goals for 2023. Leading up to the sale, email deliverability performance was declining and the team was uncertain if extending the sale to a wide audience would be successful.
SOLUTIONS
Fluency Firm helped expand Henry Rose’s campaign sending strategy for their anniversary campaigns, following a similar structure that we had successfully leveraged during BFCM. The strategy focused on conservatively expanding sends as wide as possible, starting with a warming send for the sale kick off, followed by the largest audience a day later. Subsequent sends used a variety of exclusions to avoid inbox fatigue from purchasers and gradually remove deeply unengaged contacts. As a result, all four days of the sale hit their top 10 volume days since the brand launched.
