Fashion retailer boosts ROI by 117% with Selzy

Industry Fashion, E-Commerce, Online Retail

This success story began a little differently than most. One day, we welcomed a new client — a fashion-focused e-commerce business — with a clear but challenging request: “We need sales, but our budget is pretty tight.”

The client wanted to automate their email marketing campaigns. However, their WordPress setup lacked the necessary functionality. To enable automation, they’d need to hire developers — a cost they couldn’t afford.

Initially, the client launched bulk email campaigns to their 17,000+ audience without warming up the domain, which led to disappointing sales that fell far short of their expectations.

But this was nothing out of the ordinary. Sending emails without warming up the domain often leads to higher spam rates and affects deliverability. Curious about why this happens? Learn more in our blog article on domain warming.

So, it was clear the e-commerce shop needed a more comprehensive and strategic approach.

We recommended using one of our additional services through our trusted partner Maria Zavada. With 30+ successful projects for our clients, Maria specializes in email marketing audits and campaign management. You can learn more about our additional email marketing agency services on this page.

After a quick call, they outlined the following strategy to implement:

Warm up the domain and check the health of the contact list

• Add a subscription form to the website and connect Selzy to their CMS on WordPress via our native built-in integration (no developers required = no extra cost)
• Offer a freebie to new subscribers and launch a dedicated welcome sequence
• Focus on bulk emails to existing customers instead of trigger-based campaigns to save time and money

With the help of our partner, the online store:

• Reactivated their contact list and warmed up the domain by sending small, targeted email blasts
• Cleaned the email list of spam traps, invalid addresses, and other junk that could affect deliverability
• Set up a subscription form on their website to generate new leads
• Integrated Selzy with their CMS on WordPress and launched an automated welcome series offering a freebie to new subscribers

On top of that, our partner curated each of their email campaigns and developed a customizable master email template for use in future brand communications.

After implementing the WordPress integration with Selzy and setting up an automated welcome series, the deliverability, opens, CTRs, and sales increased significantly. Email became the channel that actually generated a huge part of sales, and the company’s overall ROI jumped to an impressive 117.1%.

Plus, after warming up the domain, the store achieved the following averages for their email campaigns:

• Open rate: 11.32%
• Click rate: 1.04%
• Click-to-open rate: 9.2%

But that was not all! The most impressive results were for the automated welcome series:

• Open rate: 64%
• Click rate: 12%
• Click-to-open rate: 19%

With their email marketing completely revamped, the online store now has the tools and strategy to drive consistent sales. Thanks to the Selzy-WordPress integration, an automated welcome sequence, a reactivated contact list, and a fresh visual identity for their emails, they’re ready to scale and grow their business.