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eCowhides


Moooving Consumers Toward Purchase for eCowhides

Example of Email Strategy work completed by SmartBug Media for Ecowhides.
Example of Email Strategy work completed by SmartBug Media for Ecowhides.
Example of Email Strategy work completed by SmartBug Media for Ecowhides.

Background

Backed by three generations and over 60 years of experience, eCowhides offers the highest-quality cowhide decor products. Whether you’re searching for a rug or a pillow, you can find your favorite cowhide products online and at affordable prices.

But industry expertise doesn’t always translate to marketing acumen, and eCowhides wanted the best to drive consumers to action. So the brand approached SmartBug Media® to craft effective emails that would take consumers from awareness to purchase. With this partnership, eCowhides was able to improve its personalization, drive clicks, and reduce checkout abandonment.

Example of Email Strategy work completed by SmartBug Media for Ecowhides. Example of Email Strategy work completed by SmartBug Media for Ecowhides.

Closing the Sale with Checkout Abandonment

Don’t leave money on the table! In a perfect storm of strategy, design, and copy, Smartbug used a checkout abandonment email campaign to set high conversion rates without pitching any sales. eCowhides achieved a whopping 51.4 percent open rate, 10.4 percent click rate, and a placed order rate of 9.2 percent.

Example of Email Strategy work completed by SmartBug Media for Ecowhides. Example of Email Strategy work completed by SmartBug Media for Ecowhides.

AIDA to Stimulate Click Rates

The AIDA model—awareness, interest, desire, and action—follows the customer along their way to purchase. So eCowhides’ email marketing took readers on a visual journey.

The content captures focus through attention-grabbing headlines and directing the eyes toward supporting imagery, maintaining interest through a series of interior photos highlighting product versatility. Readers are moved by messaging that encourages them to find the perfect balance for their space, creating a personal connection with the brand. Finally, strategically placed CTAs prompt clicks, moving the reader from interest to purchase.

Example of Email Strategy work completed by SmartBug Media for Ecowhides. Example of Email Strategy work completed by SmartBug Media for Ecowhides.

A/B Testing to Increase Personalization

Ever feel like a brand just gets you? That’s the feeling we wanted to create for eCowhides. So SmartBug embarked on A/B testing to land on perfectly personalized messaging, and nothing was off-limits. Personalization tokens. Emojis. Imagery. You name it, we tried it—and a few simple trends emerged.

eCowhides saw the greatest open rates by using efficient subject lines and relevant content. Something as simple as including the recipient’s name in the subject line fostered enough personalization to boost open rates.