Le Creuset’s Challenge: Increasing the # of Email Signups
Email can be a significant driver of revenue especially during busy holiday periods. However in most cases 98+% of users that visit a site leave without the company capturing their email address through either a purchase or a simple email signup (that includes an offer, etc).
Leveraging Insights + Expertise
Using Elevar, Le Creuset discovered that their total % of overall email signups per user had slowly declined over time which was beginning to impact their email channel revenue potential.
Le Creuset felt they could get more out of their email channel and remarketing but they needed to increase the number of new users on their email list.
As a PRO customer of Elevar, Le Creuset worked with their lead analyst to implement several tests around their email collection signup.
Elevar implemented a multivariate email test adjusting the aesthetic and copy of emails to find the best driver of new email sign ups. As discounts are known to be a significant driver of newsletter sign ups, one principle change made was in the language used to ensure customers understood how they receive a discount from Le Creuset.
The result was a 32% increase in new email sign ups!
Below are the copy changes made for the email variate test. With a few simple, yet meaningful changes to the copy, and no development effort, Le Creuset increased their total email list size, which helped them achieve record breaking holiday sales.
Original Copy:
Headline: “KNOW WHAT’S COOKIN'”
Secondary Copy: “Sign up for our emails to be the first to know about new products, savings, and happenings with Le Creuset.”
Copy from Winning Variant
Headline: “DON’T MISS OUT ON HOLIDAY DEALS”
Secondary Copy: “Sign up for our emails to be the first to know about new products and holiday savings with Le Creuset.”
With this simple change that required 0 development effort, Le Creuset increased their total email list size which helped lead to a record breaking holiday sales season.
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