Key Takeaway: Clean list + segment-first subject lines + a 2-step CTA produced a 2x lift in email-attributed sales.
Setup
- Industry: Fashion e‑commerce (Southern Ghana). Composite of 3 verified campaigns.
- Segments: New shoppers, repeat buyers, lapsed (90+ days).
- List hygiene: removed hard bounces; suppressed non-openers (120 days).
A/B tests
- Subject: value-first (“New set under GHS 99”) vs. style-first (“Festival looks are here”).
- CTA: 2-step (“View Collection” → “Complete Look”) vs. single “Shop Now”.
- Timing: payday ±3 days vs. mid-cycle.
Results
- Open rate +28% (value-first, new shoppers).
- CTR +41% (2-step CTA, repeat buyers).
- Email-attributed revenue +103% across 14 days.
Discussion questions
- Which segment drives highest margin—should we craft separate CTAs for it?
- What is our list hygiene policy and how often is it enforced?
- How will we attribute assisted revenue from email to on-site conversions?