Email marketing for furniture stores Willow Bath and Vanity

The Willow Bath and Vanity store operates in the USA and is engaged in the manufacture, sale, and installation of bathroom furniture.

In order to complete this project, we had to set up an email mailing service, automate mailings, and create a mailing strategy.

The customer has a certain user base that we intended to use for mailings because the online store has been operating for some time.

Email account warming

For email campaigns, we chose the Klaviyo service, as it is one of the most convenient and flexible options available at the moment. After the basic setup of the service, we uploaded our existing database and conducted validation to filter out inactive and fake email addresses. To warm up the account for the existing database, we created several emails that were sent to the database over two months, with an average of two emails per month. After this, we identified a segment of users who unsubscribed, and we excluded them from future mailings.

Automated flows

In parallel with warming up the account, we worked on creating automatic mailings. We have prepared the main automations: abandoned cart, abandoned view, and welcome series. A pop-up on the website was also created for the Velka series, which offers to subscribe in exchange for a bonus. The main task of pop-up and welcome series is to increase the base of subscribers.

The welcome series includes 3 emails:
email 1 – bonus from pup-up;
email 2 – offer to subscribe to our social networks
email 3 – products from the best sellers category

The abandoned cart series also has several emails.

Email 1 – a reminder about the cart and purchase;

Email 2 – a reminder about the abandoned cart in 6 hrs after 1st email;

Email 3 – purchase reminder in 5 days + discount. This email is sent only if the user has not opened the previous email and has not made purchases before. Since the policy of discounts in the store is very strict, they are sent extremely rarely.

Abandoned cart automation drives a significant number of transactions and helps close sales. The statistics from Google Analytics are given below (unfortunately, the statistics are not complete, since GA4 started working later than we started the automations):

Promo emails

After warming up the account, we began to send promotional emails more actively. For our email campaigns, we selected three main directions:

1. Promoting specific product series or best sellers.
2. Providing tips for bathroom setup.
3. Promoting showrooms for new user audiences.

Promotional emails allow us to advertise specific product categories, increase brand recognition, and strengthen our connection with the audience. Examples of these emails are provided below:

Stat by the sent emails: