The founder of Love Your Mother Boutique (or LYMB for short), Sarah Holmes, came to Got Writer's Block with an open heart and a mission to provide accessible eco-forward solutions via her online shop LYMB. But she had an issue; no one knew about her brand new online boutique yet! Keep reading to learn how a values-aligned content strategy, email campaigns, PR gift guides, blogging, and an omnichannel content strategy led to a thriving Canadian online eco-friendly boutique!
Transformation From New Eco-Forward Shop to a Thriving Online Boutique!
Love Your Mother Boutique's Challenges
Strategy Proposed to Turn LYMB into Consumer's Eco-Forward Boutique of Choice
Step 1: Establish Brand Guidelines and Mood Board Look and Feel
We partnered up with the amazing brand strategists at Fierce Media for mood board creation. They created brand guidelines for Love Your Mother Boutique and a mood board to express the look at feel of the company. Sarah was looking for a soft, earthy, boho feel for her brand. She wanted a mix of light colours and earthy tones like blue, brown and dark green.
Step 2: Write Website Copy in LYMB's Unique Brand Voice
The copy on Love Your Mother Boutique needed to echo their company's values: to replenish your home, nourish your soul, cherish Mother Earth, and support local women-run businesses. The founder Sarah, also wanted to get her story across of why she was inspired to start her online eco-friendly boutique. The team at Got Writer's Block did a 1-hour consultation with Sarah to learn the ins and outs of her company, her why, and the style and tone of voice she was looking for. Then it was go time. Our team wrote her home page and about page copy in her unique brand voice, revised any parts that needed feedback, and launched the site.
Step 3: Build Email List and Welcome Sequence
One of the best ways to get subscribers is to put a pop-up on your website if you are driving traffic from social media and offer a discount, and that is exactly what we did. We also created a 30-second quiz to discover your eco-friendly product type and to increase email subscribers. Both were fantastic drivers of traffic and helped to build her list monthly. The team at Got Writer's Block sat down with Love Your Mother Boutique to create her welcome sequence which is an automated email drip campaign that gets sent to subscriers when they first subscribe to the website. The drip campaign started off explaining why Love Your Mother Boutiue was founded, what environmental issues they hope to help tackle, showed their product lines, and offered a discount.
The first email in Love Your Mother Boutique's welcome sequence described what the boutique was all about.
The second email in the welcome sequence explained why LYMB loved to work with female-owned businesses.
Step 4: Build Monthly Email Marketing and Instagram Strategy
Using the brand guidelines from step 1, Fierce Media created monthly Instagram posts for LYMB that showed off their products, values, and any new promotions. Got Writer's Block wrote the monthly email sent out to customers about new products, current promotions, and seasonal offers. We even helped with their interview series on female founders running amazing businesses. The team at Fierce Media set up the automations and designed the emails for Black Friday, the Holidays, Valentine's Day, and a Winter Clearance Sale, which helps boost LYMB's sales immensely.
- The Valentines Day email which had a 56% open rate and a 17% Click-through-rate (CTR). (That means over half of her customers were opening the email and about a quarter clicking to buy from her website! Cha-ching!)
- The Black Friday email which had an open rate of 41% and a CTR of 30%. (That is 1/3 of your customers clicking to shop on your website. Can we say shopping spree?!)
- See the email that had a 47% CTR and 35% open rate for the Winter Clearance sale. (She definitely cleared out her inventory with over a third of her customers buying final clearance!)
Step 5: Reporting, Analyzing and Optimizing Strategy
One of the most important parts of a content marketing campaign is analytics, reporting and optimizing the campaign for best results. Every month, we'd analyze email, social media and blogging campaigns to see what was working and what needed improvement. We'd always checked in with the founder Sarah to see if there were any new product launches, what products to focus on for the month, and anything that she wanted to revise in her campaigns.
Results
- Grew LYMB's email list on a monthly basis from 0 to 140 subscribers in 6 months via pop-up and social media
- Collected 30 new subscribers in 4 days from Black Friday campaigns
- Black Friday campaign grossed thousands of dollars for Love Your Mother Boutique and was their best month financially
- The Black Friday email had an open rate of 41% and a CTR of 30%
- The Valentines Day email had a 56% open rate and a 17% Click-through-rate (CTR)
- Winter Clearance Sale email had a 47% CTR and 35% open rate
- Email open rates averaged 42% and 26% open rate which is well above industry standards!
- Love Your Mother Boutique proved that you can be small and mighty and have a profitable email list.
Want to skyrocket your online presence and increase boutique sales like Love Your Mother Boutique's?
Let's set up a time to chat and help you create an email campaign that converts customers into buyers, a social media strategy that is aligned with your brand identity and customers. Either start a chat via our chatbot below, send us a message here or book your complimentary 30-minute consultation. We look forward to getting you results like Sarah's!
