In this case study, we want to show how we helped to grow the Email channel and made it the third most profitable marketing channel for eCommerce in the grocery niche.
The company was founded in the late 90s with the opening of a local retail store in Manhattan offering goods and souvenirs from Eastern Europe and CIS countries. In 2006 the company rolled out its own website and started to send grocery across the US and Canada. From 2012 to 2014, driven by opening its own warehouses in NY and launching two more online stores, the business was scaling up continuously. 2017 was the point where RussianFoodUSA became the most visited ecommerce among those offering Russian food products in the US.
Livepage team took our email marketing to an entirely new level. Its effectiveness has significantly increased, and sales increased by 2 times. Our weekly newsletter became informative and with an attractive design, it does not leave customers indifferent. In order for our clients to receive a great email, we only need to outline in a few words the topic and associated promo offer, and the Livepage team does the rest. Superb service! Thanks for your work.
US gourmet food online store growth strategy: from actionable SEO techniques to Email marketing.
Our team has been working with the gourmet eCommerce RussianFoodUSA since March 2018. Before our collaboration, the website moved to a new domain and lost about 1/3 of its traffic.
Thanks to the effective SEO strategy and well-timed correction of all mistakes made during the domain change we could reestablish website ranking and traffic. After 5 months of work, the traffic grew by 175% and the transactions increased by 261%.
But we didn’t want to stop here. We just asked ourselves how we could help this business continue growing and increasing sales?
And we found an answer — Email Marketing Strategy for the gourmet store.
Previously, the client dealt with email marketing on his own. When we got involved, the first thing we did was brainstorming with the business owner.
We decided to refresh this marketing channel by implementing new design and trigger email marketing campaigns.
Our strategy drove this channel to grow from 8% up to 17% of the compounded project revenue. We reached these results just after the first month of cooperation and have been keeping them on this level for several years.
Read further to find out what helped us to succeed.
The success of the Email Marketing channel is closely associated with our main principles of work which we use when dealing with any project:
When starting working on the project we addressed several questions to the business owner:
We found out that his clients are often immigrants who buy Russian gourmet food because they miss their homeland. They’re also Americans who are interested in Russian culture.
More than once, our hypothesis was proved by Google Analytics data. We got the best results when sending emotional and beautifully designed emails featuring local Russian gourmet food. Otherwise, promo codes and coupons didn’t always play an important role in the buying process.
Our client got great results after we had started combining the food cultures of Russia and the US.
The emotion of nostalgia, home-like atmosphere, and good old family traditions are reflected in all our work on this project. The brand got its own remarkable communication style that was warmly received by its audience.
For now, email marketing for a retail store ranks third in the business revenue report and second in the channel conversion rate.