Kiln Street Ceramics
A pottery studio and shop that sells online: email went from 4% to 21% of online sales in six months (sample).
The October newsletter link, read part by part:
kilnstreet.example.com/
?utm_source=
newsletter
Where the click came from: the shop’s October email
&utm_medium=
Which channel carried it
&utm_campaign=
autumn-kiln-sale
Which push it belongs to
&utm_content=
mug-photo
Which version of the email: the one with the mug photo
412 visits
38 orders
$2,960 in sales
from this one link in October (sample)
What we did
The studio had 1,800 email addresses from the shop till and had never sent a newsletter. We set up a welcome series, then one monthly email with a single story from the studio and a single offer.
Every link carried a tag, so the report could split sales by email and by version: the photo of a mug in use beat the product shot every month.
Email share of online sales
4% to 21%
List size
1,800 to 3,400
Average open rate
48%
Figures (sample).
“We finally know which emails pay for themselves. It is the stories, not the discounts.”
Sample customer, studio owner
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