SlideShare a Scribd company logo

Email Strategy Teardown: Fab.com

•
•
Klaviyo
Klaviyo

The document analyzes the email strategy of the website Fab.com by creating two test accounts and observing the different emails received over 21 days. It finds that Fab sends a multi-touch welcome series and daily newsletter but could improve by adding abandoned cart and browse abandonment email series to better target users. The email strategy is off to a solid start visually branding emails like the site, but missing opportunities with abandonment series that could significantly increase revenue.

Marketing
1 of 34
Download to read offline
Email Strategy Teardown Featuring fab.com
Email strategy teardown?
Great marketing is successful because it treats users as individuals.
I setup two test accounts on Fab.com. Took different actions. Watched how they treated individuals.
What I did vs. what they did Account 1 • Subscribe to the newsletter • Abandon a cart • Purchased after the abandoned cart Account 2 • Subscribe to the newsletter • Browse abandon • Never purchased What they did They prompted us to create an account, offered lots of discounts, and even targeted us to win a free trip!
Email deep dive Email strategy deep dive Overview 1 2 3 Breakdown of teardown
Email strategy timeline
Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
Step 1: Email deep dive
Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
Welcome email #1. It’s huge!
Welcome email #1
Welcome email #1
Welcome email #1
Welcome email #1
Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
Survey email
Survey email
Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
Post-purchase: order confirmation
Post-purchase: order confirmation
Step 2: Email strategy
Let’s look at their 21 day email strategy Each week I’ll take a different action. • Week 1: Sign up for newsletter • Week 2: Abandon a cart & browse abandon • Week 3: Purchase & not purchase
Week 1 Sign up for newsletter
Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 Double Opt in Welcome 1 Welcome 2 Double Opt in Welcome 1 Welcome 2 Welcome 3
Week 2 Abandon a cart & browse abandon
Account 1 Account 2 Day 8 9 10 11 12 13 14 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter
While the newsletter was not segmented, they did send one of my accounts a geo location based contest to win a trip. I would be curious to see if they run other contests in different regions of the country.
Week 3 Purchase and not purchase
Ta-da! Our new vases, that we promptly filled with candy.
Account 1: Purchase Account 2: No Purchase Day 15 16 17 18 19 20 21 22 Action: Purchase Newsletter Order Confirm NewsletterNewsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
Step 3: Overview
What they did well Fab is off to a solid start with their emails. They have built a great daily newsletter and a multi-touch welcome series. Visually the emails are well branded to match the look and feel of Fab’s site.
What they can improve on Abandoned cart emails Adding a series of abandon cart emails would be a game changer for Fab. With over half of all shopping carts abandoned, a well timed series of abandon cart emails could create a huge increase in revenue. Browse abandon emails While Fab is already using dynamic recommendations in their welcome series, they could go a step further and set up a browse abandonment series to target users after they’ve left Fab.

Recommended

Email strategy teardown - Society6
Email strategy teardown - Society6Email strategy teardown - Society6
Email strategy teardown - Society6Klaviyo
 
Sephora- Email Strategy Teardown
Sephora- Email Strategy TeardownSephora- Email Strategy Teardown
Sephora- Email Strategy TeardownKlaviyo
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfIdzwan Yacob
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Starbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyStarbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyTalia Pate
 
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
 
Monthly Digital Marketing Planning Template – Plan your monthly digital campaign
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignMonthly Digital Marketing Planning Template – Plan your monthly digital campaign
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
 
Lakon.pdf
Lakon.pdfLakon.pdf
Lakon.pdfMartino Nino
 

Recommended

Email strategy teardown - Society6
Email strategy teardown - Society6Email strategy teardown - Society6
Email strategy teardown - Society6Klaviyo
 
Sephora- Email Strategy Teardown
Sephora- Email Strategy TeardownSephora- Email Strategy Teardown
Sephora- Email Strategy TeardownKlaviyo
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfIdzwan Yacob
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Starbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyStarbucks 2017 Social Media Strategy
Starbucks 2017 Social Media StrategyTalia Pate
 
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
 
Monthly Digital Marketing Planning Template – Plan your monthly digital campaign
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignMonthly Digital Marketing Planning Template – Plan your monthly digital campaign
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
 
Lakon.pdf
Lakon.pdfLakon.pdf
Lakon.pdfMartino Nino
 
Sparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentationSparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentationWei Koon GOH, MBA
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Knowcrunch
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateTruong Bang - Mr.
 
The Drift Brand Book
The Drift Brand BookThe Drift Brand Book
The Drift Brand BookDrift
 
Vioale digital marketing proposal 2
Vioale digital marketing proposal 2Vioale digital marketing proposal 2
Vioale digital marketing proposal 2Fahdly Saputra
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing PlanAshley Egan
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyÖzge Duman
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy Sabareesan A
 
Social media strategy
Social media strategySocial media strategy
Social media strategyCaraline Harwood
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategydletwin
 
Brand Glossary
Brand GlossaryBrand Glossary
Brand GlossaryLeticia Xavier
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan Vanessa Baires
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateC.Y Wong
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking TacticsJon Yongfook
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
 
Cafetino Pitch Deck 2020
Cafetino Pitch Deck 2020Cafetino Pitch Deck 2020
Cafetino Pitch Deck 2020Andrei Alexandru Marica
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
Digital marketing plan argane oil
Digital marketing plan argane oilDigital marketing plan argane oil
Digital marketing plan argane oilIlias Alouani
 
Starbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika GarciaStarbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika GarciaMika Garcia
 
Email strategy teardown: Target
Email strategy teardown: TargetEmail strategy teardown: Target
Email strategy teardown: TargetKlaviyo
 
Abandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendationsAbandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendationsWiTH Collective
 

More Related Content

What's hot

Sparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentationSparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentationWei Koon GOH, MBA
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Knowcrunch
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateTruong Bang - Mr.
 
The Drift Brand Book
The Drift Brand BookThe Drift Brand Book
The Drift Brand BookDrift
 
Vioale digital marketing proposal 2
Vioale digital marketing proposal 2Vioale digital marketing proposal 2
Vioale digital marketing proposal 2Fahdly Saputra
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing PlanAshley Egan
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyÖzge Duman
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy Sabareesan A
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategydletwin
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan Vanessa Baires
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan TemplateC.Y Wong
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking TacticsJon Yongfook
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
Digital marketing plan argane oil
Digital marketing plan argane oilDigital marketing plan argane oil
Digital marketing plan argane oilIlias Alouani
 
Starbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika GarciaStarbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika GarciaMika Garcia
 

What's hot (20)

Sparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentationSparkline digital marketing plan pitch presentation
Sparkline digital marketing plan pitch presentation
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan Template
 
The Drift Brand Book
The Drift Brand BookThe Drift Brand Book
The Drift Brand Book
 
Vioale digital marketing proposal 2
Vioale digital marketing proposal 2Vioale digital marketing proposal 2
Vioale digital marketing proposal 2
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing Plan
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Brand Glossary
Brand GlossaryBrand Glossary
Brand Glossary
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan Template
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023
 
Cafetino Pitch Deck 2020
Cafetino Pitch Deck 2020Cafetino Pitch Deck 2020
Cafetino Pitch Deck 2020
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Digital marketing plan argane oil
Digital marketing plan argane oilDigital marketing plan argane oil
Digital marketing plan argane oil
 
Starbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika GarciaStarbucks Social Media Strategy Plan by Mika Garcia
Starbucks Social Media Strategy Plan by Mika Garcia
 

Similar to Email Strategy Teardown: Fab.com

Email strategy teardown: Target
Email strategy teardown: TargetEmail strategy teardown: Target
Email strategy teardown: TargetKlaviyo
 
Abandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendationsAbandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendationsWiTH Collective
 
netCORE's Webinar - Triggered email marketing webinar
netCORE's Webinar - Triggered email marketing webinarnetCORE's Webinar - Triggered email marketing webinar
netCORE's Webinar - Triggered email marketing webinarNetcore Solutions
 
Email Strategy Teardown: West Elm vs Wayfair
Email Strategy Teardown: West Elm vs WayfairEmail Strategy Teardown: West Elm vs Wayfair
Email Strategy Teardown: West Elm vs WayfairKlaviyo
 
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...Divvit
 
Email Strategy Teardown: Munchpak vs. graze
Email Strategy Teardown: Munchpak vs. graze Email Strategy Teardown: Munchpak vs. graze
Email Strategy Teardown: Munchpak vs. graze Klaviyo
 
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2Zach Kamphuis
 
Zach Kamphuis - How to Sell More Wine DTC
Zach Kamphuis - How to Sell More Wine DTCZach Kamphuis - How to Sell More Wine DTC
Zach Kamphuis - How to Sell More Wine DTCZach Kamphuis
 
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?User Engagement Teardown: Which Coffee Is The Cream Of The Crop?
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?Iterable
 
Canada Post/ UniteU/ FreshAddress Webinar
Canada Post/ UniteU/ FreshAddress WebinarCanada Post/ UniteU/ FreshAddress Webinar
Canada Post/ UniteU/ FreshAddress WebinarKatherine Boyarsky
 
6 eCommerce Micro Campaigns That Drive Macro Revenue
6 eCommerce Micro Campaigns That Drive Macro Revenue6 eCommerce Micro Campaigns That Drive Macro Revenue
6 eCommerce Micro Campaigns That Drive Macro RevenueGroove Commerce
 
Holiday retail email marketing tips silverpop
Holiday retail email marketing tips silverpopHoliday retail email marketing tips silverpop
Holiday retail email marketing tips silverpopSilverpop
 
0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database
0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database
0 Trends in Point of Sale: Maximizing the Usefulness of your Member DatabaseNFCACoops
 
Abandoned cart email comparison of 14 biggest indian e commerce companies
Abandoned cart email comparison of 14 biggest indian e commerce companiesAbandoned cart email comparison of 14 biggest indian e commerce companies
Abandoned cart email comparison of 14 biggest indian e commerce companiesAkash Chauhan
 
Holiday retail email marketing tips aima silverpop fabric.com silverpop
Holiday retail email marketing tips aima silverpop fabric.com silverpopHoliday retail email marketing tips aima silverpop fabric.com silverpop
Holiday retail email marketing tips aima silverpop fabric.com silverpopSilverpop
 
Friend, Foe or Frenemy: Unpacking Online Shopping
Friend, Foe or Frenemy: Unpacking Online ShoppingFriend, Foe or Frenemy: Unpacking Online Shopping
Friend, Foe or Frenemy: Unpacking Online ShoppingNumerator
 
Email strategy teardown: Converse vs. TOMS
Email strategy teardown: Converse vs. TOMSEmail strategy teardown: Converse vs. TOMS
Email strategy teardown: Converse vs. TOMSKlaviyo
 
8 mistakes retailers make in their returns process
8 mistakes retailers make in their returns process8 mistakes retailers make in their returns process
8 mistakes retailers make in their returns processPitney Bowes
 

Similar to Email Strategy Teardown: Fab.com (20)

Email strategy teardown: Target
Email strategy teardown: TargetEmail strategy teardown: Target
Email strategy teardown: Target
 
Abandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendationsAbandoned cart follow-up strategy best practice & recommendations
Abandoned cart follow-up strategy best practice & recommendations
 
netCORE's Webinar - Triggered email marketing webinar
netCORE's Webinar - Triggered email marketing webinarnetCORE's Webinar - Triggered email marketing webinar
netCORE's Webinar - Triggered email marketing webinar
 
Email Strategy Teardown: West Elm vs Wayfair
Email Strategy Teardown: West Elm vs WayfairEmail Strategy Teardown: West Elm vs Wayfair
Email Strategy Teardown: West Elm vs Wayfair
 
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...
 
Email Strategy Teardown: Munchpak vs. graze
Email Strategy Teardown: Munchpak vs. graze Email Strategy Teardown: Munchpak vs. graze
Email Strategy Teardown: Munchpak vs. graze
 
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2
Zach Kamphuis, Commerce7 - How to Sell More Wine DTC V2
 
Tfm.15.5.13
Tfm.15.5.13Tfm.15.5.13
Tfm.15.5.13
 
Zach Kamphuis - How to Sell More Wine DTC
Zach Kamphuis - How to Sell More Wine DTCZach Kamphuis - How to Sell More Wine DTC
Zach Kamphuis - How to Sell More Wine DTC
 
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?User Engagement Teardown: Which Coffee Is The Cream Of The Crop?
User Engagement Teardown: Which Coffee Is The Cream Of The Crop?
 
Canada Post/ UniteU/ FreshAddress Webinar
Canada Post/ UniteU/ FreshAddress WebinarCanada Post/ UniteU/ FreshAddress Webinar
Canada Post/ UniteU/ FreshAddress Webinar
 
6 eCommerce Micro Campaigns That Drive Macro Revenue
6 eCommerce Micro Campaigns That Drive Macro Revenue6 eCommerce Micro Campaigns That Drive Macro Revenue
6 eCommerce Micro Campaigns That Drive Macro Revenue
 
Holiday retail email marketing tips silverpop
Holiday retail email marketing tips silverpopHoliday retail email marketing tips silverpop
Holiday retail email marketing tips silverpop
 
0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database
0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database
0 Trends in Point of Sale: Maximizing the Usefulness of your Member Database
 
Abandoned cart email comparison of 14 biggest indian e commerce companies
Abandoned cart email comparison of 14 biggest indian e commerce companiesAbandoned cart email comparison of 14 biggest indian e commerce companies
Abandoned cart email comparison of 14 biggest indian e commerce companies
 
Holiday retail email marketing tips aima silverpop fabric.com silverpop
Holiday retail email marketing tips aima silverpop fabric.com silverpopHoliday retail email marketing tips aima silverpop fabric.com silverpop
Holiday retail email marketing tips aima silverpop fabric.com silverpop
 
Friend, Foe or Frenemy: Unpacking Online Shopping
Friend, Foe or Frenemy: Unpacking Online ShoppingFriend, Foe or Frenemy: Unpacking Online Shopping
Friend, Foe or Frenemy: Unpacking Online Shopping
 
Email strategy teardown: Converse vs. TOMS
Email strategy teardown: Converse vs. TOMSEmail strategy teardown: Converse vs. TOMS
Email strategy teardown: Converse vs. TOMS
 
8 mistakes retailers make in their returns process
8 mistakes retailers make in their returns process8 mistakes retailers make in their returns process
8 mistakes retailers make in their returns process
 
Retail test
Retail testRetail test
Retail test
 

More from Klaviyo

Holiday Bundle: How to Grow Faster with Klaviyo and Shopify
Holiday Bundle: How to Grow Faster with Klaviyo and ShopifyHoliday Bundle: How to Grow Faster with Klaviyo and Shopify
Holiday Bundle: How to Grow Faster with Klaviyo and ShopifyKlaviyo
 
How to Market to Different Generations of Holiday Shoppers
How to Market to Different Generations of Holiday ShoppersHow to Market to Different Generations of Holiday Shoppers
How to Market to Different Generations of Holiday ShoppersKlaviyo
 
Enough With The Anxiety: How to Survive Cyber Weekend 2020
Enough With The Anxiety: How to Survive Cyber Weekend 2020Enough With The Anxiety: How to Survive Cyber Weekend 2020
Enough With The Anxiety: How to Survive Cyber Weekend 2020Klaviyo
 
Cyber Weekend 2020: What to Expect & How to Prepare
Cyber Weekend 2020: What to Expect & How to PrepareCyber Weekend 2020: What to Expect & How to Prepare
Cyber Weekend 2020: What to Expect & How to PrepareKlaviyo
 
Nine by Nine: 81 Brands Changing Modern Ecommerce
Nine by Nine: 81 Brands Changing Modern EcommerceNine by Nine: 81 Brands Changing Modern Ecommerce
Nine by Nine: 81 Brands Changing Modern EcommerceKlaviyo
 
Igniting Summer Sales: Marketing Strategies for a Successful Season
Igniting Summer Sales: Marketing Strategies for a Successful SeasonIgniting Summer Sales: Marketing Strategies for a Successful Season
Igniting Summer Sales: Marketing Strategies for a Successful SeasonKlaviyo
 
From Acquisition to Retention: Optimizing Your DTC Customer Journey
From Acquisition to Retention: Optimizing Your DTC Customer JourneyFrom Acquisition to Retention: Optimizing Your DTC Customer Journey
From Acquisition to Retention: Optimizing Your DTC Customer JourneyKlaviyo
 
Ecommerce Insights Amid COVID-19
Ecommerce Insights Amid COVID-19 Ecommerce Insights Amid COVID-19
Ecommerce Insights Amid COVID-19 Klaviyo
 
6 Sophisticated Marketing Experiences Top Brands Swear By
6 Sophisticated Marketing Experiences Top Brands Swear By6 Sophisticated Marketing Experiences Top Brands Swear By
6 Sophisticated Marketing Experiences Top Brands Swear ByKlaviyo
 
Memorial Day 2017 email teardown
Memorial Day 2017 email teardownMemorial Day 2017 email teardown
Memorial Day 2017 email teardownKlaviyo
 

More from Klaviyo (10)

Holiday Bundle: How to Grow Faster with Klaviyo and Shopify
Holiday Bundle: How to Grow Faster with Klaviyo and ShopifyHoliday Bundle: How to Grow Faster with Klaviyo and Shopify
Holiday Bundle: How to Grow Faster with Klaviyo and Shopify
 
How to Market to Different Generations of Holiday Shoppers
How to Market to Different Generations of Holiday ShoppersHow to Market to Different Generations of Holiday Shoppers
How to Market to Different Generations of Holiday Shoppers
 
Enough With The Anxiety: How to Survive Cyber Weekend 2020
Enough With The Anxiety: How to Survive Cyber Weekend 2020Enough With The Anxiety: How to Survive Cyber Weekend 2020
Enough With The Anxiety: How to Survive Cyber Weekend 2020
 
Cyber Weekend 2020: What to Expect & How to Prepare
Cyber Weekend 2020: What to Expect & How to PrepareCyber Weekend 2020: What to Expect & How to Prepare
Cyber Weekend 2020: What to Expect & How to Prepare
 
Nine by Nine: 81 Brands Changing Modern Ecommerce
Nine by Nine: 81 Brands Changing Modern EcommerceNine by Nine: 81 Brands Changing Modern Ecommerce
Nine by Nine: 81 Brands Changing Modern Ecommerce
 
Igniting Summer Sales: Marketing Strategies for a Successful Season
Igniting Summer Sales: Marketing Strategies for a Successful SeasonIgniting Summer Sales: Marketing Strategies for a Successful Season
Igniting Summer Sales: Marketing Strategies for a Successful Season
 
From Acquisition to Retention: Optimizing Your DTC Customer Journey
From Acquisition to Retention: Optimizing Your DTC Customer JourneyFrom Acquisition to Retention: Optimizing Your DTC Customer Journey
From Acquisition to Retention: Optimizing Your DTC Customer Journey
 
Ecommerce Insights Amid COVID-19
Ecommerce Insights Amid COVID-19 Ecommerce Insights Amid COVID-19
Ecommerce Insights Amid COVID-19
 
6 Sophisticated Marketing Experiences Top Brands Swear By
6 Sophisticated Marketing Experiences Top Brands Swear By6 Sophisticated Marketing Experiences Top Brands Swear By
6 Sophisticated Marketing Experiences Top Brands Swear By
 
Memorial Day 2017 email teardown
Memorial Day 2017 email teardownMemorial Day 2017 email teardown
Memorial Day 2017 email teardown
 

Recently uploaded

Resumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistResumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistKarina Perez
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...mikehavy0
 
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdfMicro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdfPiyush Kumar
 
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptxIranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptxelizabethella096
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generationvidhyalakshmiveerapp
 
The Impact Of Social Media Advertising.pdf
The Impact Of Social Media Advertising.pdfThe Impact Of Social Media Advertising.pdf
The Impact Of Social Media Advertising.pdfishikajaiswal116
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendayMaharshBenday
 
The Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptxThe Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptxelizabethella096
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earningsabdullahspz0428
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsVbout.com
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMaiizennxqc
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.Bharathi sakthi
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessAbdulsamad Lukman
 
The 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxThe 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxelizabethella096
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesMathuraa
 
2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.comnmislamchannal
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxIngridSelk
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap - Digital - membership areaCrypto Quantum Leap - Digital - membership area
Crypto Quantum Leap - Digital - membership areajaynee G
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 

Recently uploaded (20)

Resumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistResumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital Strategist
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
 
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdfMicro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
 
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptxIranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
The Impact Of Social Media Advertising.pdf
The Impact Of Social Media Advertising.pdfThe Impact Of Social Media Advertising.pdf
The Impact Of Social Media Advertising.pdf
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
The Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptxThe Essence of Mothers Celebrating the Heart of the Family.pptx
The Essence of Mothers Celebrating the Heart of the Family.pptx
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMM
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
The 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxThe 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptx
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their lives
 
2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap - Digital - membership areaCrypto Quantum Leap - Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 

Email Strategy Teardown: Fab.com

  • 3. Great marketing is successful because it treats users as individuals.
  • 4. I setup two test accounts on Fab.com. Took different actions. Watched how they treated individuals.
  • 5. What I did vs. what they did Account 1 • Subscribe to the newsletter • Abandon a cart • Purchased after the abandoned cart Account 2 • Subscribe to the newsletter • Browse abandon • Never purchased What they did They prompted us to create an account, offered lots of discounts, and even targeted us to win a free trip!
  • 6. Email deep dive Email strategy deep dive Overview 1 2 3 Breakdown of teardown
  • 8. Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
  • 9. Step 1: Email deep dive
  • 10. Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
  • 11. Welcome email #1. It’s huge!
  • 16. Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
  • 19. Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Double Opt in Welcome 1 Welcome 2 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Purchase Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Order Confirm Newsletter Newsletter NewsletterNewsletter Newsletter Newsletter Newsletter Double Opt in Welcome 1 Welcome 2 Welcome 3 Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
  • 22. Step 2: Email strategy
  • 23. Let’s look at their 21 day email strategy Each week I’ll take a different action. • Week 1: Sign up for newsletter • Week 2: Abandon a cart & browse abandon • Week 3: Purchase & not purchase
  • 24. Week 1 Sign up for newsletter
  • 25. Account 1: Purchase Account 2: No Purchase Day 1 2 3 4 5 6 7 Double Opt in Welcome 1 Welcome 2 Double Opt in Welcome 1 Welcome 2 Welcome 3
  • 26. Week 2 Abandon a cart & browse abandon
  • 27. Account 1 Account 2 Day 8 9 10 11 12 13 14 Welcome 3 Action: Browse 20min. Cart Abandoned Action: Browse Abandoned Welcome 4 Survey Newsletter Newsletter Welcome 4 Survey Newsletter Newsletter Contest Newsletter Newsletter
  • 28. While the newsletter was not segmented, they did send one of my accounts a geo location based contest to win a trip. I would be curious to see if they run other contests in different regions of the country.
  • 29. Week 3 Purchase and not purchase
  • 30. Ta-da! Our new vases, that we promptly filled with candy.
  • 31. Account 1: Purchase Account 2: No Purchase Day 15 16 17 18 19 20 21 22 Action: Purchase Newsletter Order Confirm NewsletterNewsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter Newsletter
  • 33. What they did well Fab is off to a solid start with their emails. They have built a great daily newsletter and a multi-touch welcome series. Visually the emails are well branded to match the look and feel of Fab’s site.
  • 34. What they can improve on Abandoned cart emails Adding a series of abandon cart emails would be a game changer for Fab. With over half of all shopping carts abandoned, a well timed series of abandon cart emails could create a huge increase in revenue. Browse abandon emails While Fab is already using dynamic recommendations in their welcome series, they could go a step further and set up a browse abandonment series to target users after they’ve left Fab.