commerce

How We Increased
Mad About Specs
Revenue By 57%
With Just 8 Emails

£0.67 68%
112%
Revenue / Recipient Of Total Revenue
Increase Increase in Email From Email
Revenue

“I’ve worked with marketers that promised the world but

didn’t deliver. Marcus is not one of those people.”

Ravi Virdee
MAD ABOUT SPECS
 The Challenge
Most of the glasses that leave the Mad About Specs’ warehouse make no money for
the company at all. ‘Try-at-home’ orders allow customers to try on frames in their
own home (for free) before returning them. But the email flow tied into this offer
was performing poorly.

Vast amounts of time and resources were spent sending out try-at-home orders
that weren’t converting into sales.
Mad About Specs is
an online opticians The Solution
run by highly
experienced I dug straight into Ravi’s 20+ years of experience as an optometrist. The plan was to
optometrist, Ravi make the try-at-home journey as personal as the highstreet opticians, with emails
Virdee. focusing on three main areas:

They’ve been in the 1. Educating.

prescription eyewear 2. Building anticipation.
business for 2 years. 3. Making targeted offers.

Segmenting recipients meant that we could send highly targeted messages.

Presenting the same emails and offers to every customer wasn’t cutting it.
We needed:
Industry:
• Relevant social proof.
eCommerce • Relevant offers.
eyewear
The discounted offers, shown only to those who weren’t likely to buy, were paired
Location: with educational emails promoting upsells.
London (Global)
The Results
Deliverables: Despite the increase in discounts, the revenue per recipient actually increased by
• 8 Emails £0.67. The new try-at-home flow brought in 7x more revenue than the old flow.
• 6 Variants
• 5 Split Tests With this, revenue from email increased from 32% to 68%, bringing the total
revenue up by 57%.

Services If any other company were receiving 68% of revenue from email (and a 57%
Provided: revenue increase from 8 emails), I’d suggest there was something wrong with other
‘Try-At-Home’ areas of their marketing.
Post-Order Flow
within Klaviyo Because Mad About Secs is focused on one core offer, driven almost exlusively by
email, we‘ll be working on optimising this flow to bring that number up even higher.
Including: Now, Ravi has more breathing room and revenue to focus on other areas of life and
• Research business.
• Strategy
• Copywriting Head to YetiCommerce.com to see if I can help your store too.
• Design
• Optimizations

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