Interlight

Dive into how a highly specialized B2B lighting and power solutions business increases revenue from $0 to $59k using personalized and automated email flows.

SERVICES

Email Marketing

Industry

Energy & Electrical Equipment (B2B & B2C)

CLIENT WEBSITE

www.interlightus.com

Interlight

Dive into how a highly specialized B2B lighting and power solutions business increases revenue from $0 to $59k using personalized and automated email flows.

SERVICES

Email Marketing

Industry

Energy & Electrical Equipment (B2B & B2C)

CLIENT WEBSITE

www.interlightus.com

3 x

Blended ROAS

+ 5 %

Increase in revenue

$ 25 k

Total revenue

1 %

CVR across all email flows

Brief

Interlight, a prominent online retailer specializing in bulbs and batteries, operates within a fiercely competitive market where customer retention is as vital as acquisition.

Facing a plateau in sales growth, Interlight embarked with the help of Noetic on a strategic initiative to invigorate its marketing approach through targeted email campaigns.

Our strategy employed A/B testing to refine email messaging and CTAs, optimizing for higher engagement and conversions. Then by leveraging detailed customer behavior analysis to identify upsell and cross-sell opportunities, while implementing highly-personalized and automated email flows we were able to deliver targeted content and enhance customer interaction efficiency.

Strategy

01 A/B Testing

Deployed rigorous A/B testing to identify and refine the most effective email messaging and CTAs.

02 Customer Behavior Analysis

Leveraged comprehensive analysis of customer engagement and seasonal sales data to uncover opportunities for upselling and cross-selling depending on the season.

03 Personalization and Hyper Segmentation

Developed sophisticated, automated and segmented email marketing flows to deliver personalized content based on customer preferences, behavior, demographics and purchase history.

01 A/B Testing

Interlight utilized A/B testing extensively to refine their email messaging and calls-to-action. By systematically testing these elements on segments of their email list, Interlight could identify which variations resonated best with their audience. This data-driven approach enabled them to optimize their emails for higher open rates, click-through rates, and ultimately, conversions.

Challenge

The biggest challenge was uncertainty over which email content and CTAs would resonate the most with Interlight’s target audience. Extensive and rigorous A/B methodology will allow us to unfold a clearer vision and direction within the industry.

Method

Conducted rigorous A/B testing with variations in subject lines, content, and CTAs to determine the most effective combinations.

Through methodical testing across different segments of their email list, Interlight determined the most effective variations that connected best with their audience. This analytical approach allowed them to enhance their emails, achieving increased open rates, click-through rates, and ultimately, conversions. 

Outcome

All in all, we were able to identify high-performing email elements that significantly improved open rates and click-through rates, leading to enhanced engagement and conversions.

Open Rate: consistently above 50%

Click Rate: exceeding 2% for campaigns and over 6% for all automations

Unsubscribe Rate: consistently below 0.5%

Deploying email as a new revenue driving channel was new to us. Noetic's team did not disappoint and kept us engaged in the process without letting it become deadweight or compromise results.

02 Customer Behavior Analysis

To identify opportunities for upselling and cross-selling, we conducted thorough analysis of customer engagement and sales data. This involved examining metrics such as purchase history, browsing behavior, interaction patterns with previous emails and important upcoming dates/seasons. By gaining insights into what products customers were interested in or likely to purchase based on their behavior, Interlight could strategically design email campaigns to promote related or complementary products.

Challenge

Uncover potential upsell and cross-sell opportunities from existing customer and behavioral data and find a way to connect with the customers in other ways than just presenting the product by itself.

Method

Analyzed detailed customer engagement metrics, trends forecast and sales data to understand purchasing behavior and preferences. Understanding these external factors was crucial to devise a more tactical strategy that took into account each customer’s unique environment.

Outcome

Identified strategic opportunities to recommend related products based on customer interests, resulting in increased average order value and improved customer satisfaction.

Significant increase in average click rate from 1% to over 5%.

25.6% rise in conversion rate.

03 Personalized Automation

We focused on creating highly-personalized email marketing flows that were automated to streamline their communications with customers. Personalization involved tailoring email content based on individual customer preferences, behavior, and purchase history. Automated email flows were set up to deliver timely messages triggered by specific customer actions or milestones, such as abandoned carts, recent purchases, or special occasions.

Challenge

Scaling personalized customer communication while maintaining efficiency. In the case of Interlight, we needed to work through hundreds of different product variations, purchase history, specific dates and more in order to deliver a personalized flow for each and everyone in our target audience.

Method

Designed and implemented automated email marketing flows triggered by customer actions and preferences.

Timely messages triggered by specific customer actions or milestones, such as abandoned carts, recent purchases, or special occasions, were delivered through automated email flows. These sequences were meticulously designed to enhance engagement and cater to individual customer needs effectively.

Results

This approach not only saved time and resources but also ensured that customers received relevant and timely communications, thereby nurturing relationships and encouraging repeat purchases.

Remarkable growth surpassing industry benchmarks with a 344% increase in average click rate.

Project Summary

Utilized A/B testing to refine email content and CTAs, pinpointing effective strategies for boosting engagement and conversions.

Analyzed customer engagement metrics and sales data to uncover opportunities for upselling and cross-selling, enhancing overall revenue generation.

Established personalized and automated email workflows tailored to customer behaviors and milestones, ensuring timely and relevant communication.

Martech Stack Used

Case studies

The intersection of
logic and intuition

Noetic is a full-stack marketing agency that swears by a data-driven creative approach. Why? Because that’s where our clients find the most value, every time. Our specialties include eCommerce, System Automations, Lead Generation, and Creative Services.

We believe that top talent is everywhere. So we literally go the distance to find the best of the best. Whether from Tel Aviv, New York, Quito, Miami, or Madrid, we represent the dream team.

Interlight

SERVICES

Industry

CLIENT WEBSITE

Interlight

SERVICES

Industry

CLIENT WEBSITE

Brief

Strategy

01

A/B Testing

02

Customer Behavior Analysis

03

Personalization and Hyper Segmentation

01

A/B Testing

Challenge

Method

Outcome

02

Customer Behavior Analysis

Challenge

Method

Outcome

03

Personalized Automation

Challenge

Method

Results

Project Summary

Martech Stack Used

Case studies

The intersection of logic and intuition

We believe that top talent is everywhere. So we literally go the distance to find the best of the best. Whether from Tel Aviv, New York, Quito, Miami, or Madrid, we represent the dream team.

The intersection of
logic and intuition