SmartMail

How Finest Cuban Cigars increased

their monthly revenue through Lifecycle Emails.

22% Revenue Increase

Finest Cuban Cigars are a world leading

online retailer for Cuban Cigars.

The Problem? Despite their loyal customer base and a

heavy emphasis on email marketing, their marketing

team knew that their overall email strategy was under

performing but were not quite sure why.

The SolutioThe Solution? We went with three simple techniques.

Behavioural overlays to grow their list

Targeting windowshoppers every step of the way

Post purchase campaigns

1

2

3

2

TECHNIQUE #1

Behavioural overlays to grow their list

Let’s face it, old fashioned popups that appear every time

for every person can seem spammy.

As part of our options we helped Finest Cuban Cigars run As part of our options we helped Finest Cuban Cigars run

“behavioural overlays” that appear based on the specific

filtering capabilities.

Only display the pop up two times ever.

Only display to new visitors

Only display to vistiors who haven’t made a purchase

Exclude any affiliate traffic

TECHNIQUE #2

Targeting “windowshoppers”

every step of the way

Many companies already have cart abandonment

campaigns but what about visitors who browsed the site

but didn’t even add anything to their basket?

As a result, we also implemented a sequence of As a result, we also implemented a sequence of

additional “browse” campaigns that have proven to be

just as successful as abandon cart emails.

These email campaigns not only target the right people

at the right time, but they also contain related

information from the pages they were browsing in the

actual emails themselves.

These windoshopper campaigns included:

Product Browse Campaigns

Visitors who viewed a product page but didn’t

add anything to their cart.

Category Browse Campaigns

Visitors who viewed the same category page

multiple times but never clicmultiple times but never clicked deeper into the site.

Site Search Browse Campaigns

Visitors who used the site search box, looking for

something specific but never arrived at a product page.

Brand Page Browse

Visitors who viewed a specific brand page but

didn’t add anything to their cart.

5

TECHNIQUE #3

Post purchase campaigns

Every eCommerce company will always require different Every eCommerce company will always require different

post purchase lifecycle campaigns that suits their

specific product and customer purchasing cycle. It’s

always better to spend more effort selling more to

existing customers than spending more on constantly

acquiring new ones.

As a result, we worAs a result, we worked on creating some post purchase

campaigns that made sense for their offering.

The post purchase campaigns we created:

Replenishment Campaign

Sent 8 weeks after a customer’s previous order and hasn’t

been back to make another purchase. Each email contains

their previous order details along with a message related

to “time for a top up”

WWe Miss You Campaign

Sent 4 months after a previous purchase and customer

has not visited or browsed the site since.

Customer Feedback Campaign

Sent 6 months after no activity since previous order with

a request to answer a short survey asking where the company

may have gone wrong.

The results speak for themselves

After the first 30 days of going live, the SmartMail

campaigns achieved the following:

+360%in total email revenue

+22%in total site wide monthly sales

+44%in email list size

+27%in average order value

Within 30 days of going live,

SmartMail became our highest

converting marketing channel

and increased our total monthly

revenue by 22%

Bill Levy

CEO, Finest Cuban Cigars

“

Open and click through rates of each campaign

Campaign

Cart abandonment

Product Browse

Search Browse

Category browsers

Welcome series

Brand BrowseBrand Browse

Replenishment Series

We Miss You Series

Open rate

52%

44%

49%

38%

65%

58%58%

46%

19%

Conversion

14%

16%

5%

8%

15%

22%22%

16%

22%

Revenue Uplift

5%

4%

1%

.5%

4%

3.5%3.5%

2%

2%

SmartMail