CASE STUDY: How We Helped Mutimer Add $1M ARR In Just 6 Months Using Effective Email Marketing

CASE STUDY: How We Helped Mutimer Add $1M ARR In Just 6 Months Using Effective Email Marketing
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Context on Mutimer
Mutimer is a growing fashion brand based in Melbourne Australia.
When they started with us, they had extremely small results from email marketing.
They had a list of 10k, of which over 50% had never purchased items before
Their Klaviyo were no flows, and a lacking campaign strategy.
But over a 6 month period, we were able to help generate $544K (52% of revenue) through building them an effective email marketing strategy. This works out to be $1M in email revenue every 12 months.
The Problem
Mutimer had amassed an email list of 10,000+, but had little to no email strategy.
They would occasionally send campaigns. Since they were seeing success from social media and often had little stock, they didn't feel the need to allocate resources to producing high quality content on another channel.
However, this left them quite exposed, and leaving considerable sales on the table…
What happens if they get an account banned or they get shadow banned? That would be detrimental to their business
Ad costs/competition on social media is rising… views were becoming way more volatile and it was the cost per acquisition on paid traffic was rising
Customers were only sporadically hearing from or seeing the brand, which left plenty of time for them to shop with competitors or forget the brand exists altogether.
They knew they had to try find a way to take control of the data they own, and engage them over email.
However, opening ANOTHER marketing channel and creating new content for a new channel just demanded way too many resources
They simply didn't have the bandwidth internally to capitalise on their email list.
They knew how to make emails that looked nice, but the results were falling far short of where they could be by implementing a strategy that actually created MORE customers, and brought existing ones back to the store religiously…
They had the time to send a few emails per month - but this was no where near the volume required to engage a list and have the brand at the fore front of our customers minds.
Besides, having the technical expertise to warm an email list of 10,000+ without landing in spam folders presented a whole other challenge in itself.
Nailing would allow them to not only diversify their marketing onto a predictable channel that they actually own and control, but it would allow them to;
drive more revenue
increase the rate in which customers return
direct customers to old/outdated SKU's that still had stock or that didn't move as well on socials & ads
Retain & gain market share by consistently communicating with customers, keeping them at the front of the customers mind. This would reduce the chance in which they go and spend their money elsewhere.
The problem was clear and the goal is simple.
There was a huge opportunity to drive more revenue via email, but they simply didn't have the expertise or resources to do so.
So they hired us to handle things for them.
The Goal
Increase revenue by 25%+
Engage the email list (40%+ open rates at least)
Support the brand in teasing new drops/launches
Who Am I?
I'm Angus Cowan, founder of MonetiseMe.
We've helped over 25 ecommerce stores dominate their industries by nailing their email marketing.
We pride ourselves on having a unique strategy that focuses on building elite levels of engagement with our list & creating new buyers.
Our Partnership With Mutimer
Goal For 1st Month (November)
The ultimate goal was to build the foundations needed to begin scaling the account over the coming months.
To do this, we needed to:
Build out the required flows
Create a good pop up form (that didn't provide a discount as Mutimer doesn't do discounts)
Begin engaging the list through a campaign strategy.
By the end of December
After just 8 weeks, we'd taken the account from ~5k to 130k in attributed revenue.
The foundations had been built and we were seeing good scale.
How did we do this?
In this time, the flows contributed $26.7K in revenue, and we sent 8 campaigns with the following results:
Our Flow Strategy
The flows responsible for $100k+
Now, campaigns made the most of the revenue throughout the partnership.
But the flows certainly helped.
They were able to generate a little over $100K in revenue over the last 6 months…
Not a small feat!
These were the main flows we used
The challenge with flows
For 99% of brands, flows have clear goals.
Get people back to the site and progress them further down the funnel.
For a brand like Mutimer, it is much different.
There are forever new products being launched, and there is always need to see what is left in stock (which is also forever changing).
So it's not a typical matter of pointing customers to "best-sellers" or to popular items - because there is never really any stock.
I'll show you the Welcome Flow as an example:
Welcome Flow
Simple welcome email directing to all products
Intro to the brand - who are we?
Email on the latest drop
Email highlighting a product that we want to push
10% discount code to those who haven't purchased
How we solve this:
We kept the flows very vague.
A lot of text-only emails just pointing people back to the website to see what was in stock.
Text-only emails are great for deliverability, and they have high engagement.
Occasionally, we would mix in flow emails for the latest drop IF it had stock left.
VIP Strategy
Once someone had purchased for a 3rd time, we would let them know they are now a VIP.
This would incentivise them to keep purchasing as we would give them a unique code for free express shipping.
We would also provide first time purchasers with a code to get a slight discount (~10%) off their next order.
This was good for encouraging repeat purchasers, and actually worked well with getting people to go pick up old SKU's (as they felt like they were getting a bargain). 
Our Campaign Strategy
Mutimer is often sold out of 90% of their products
So, this leaves us with a few options:
'Selling' a drop before we actually sell
Sustain momentum - sell the 10% of SKU's that do have stock
Build mass engagement
Which makes a combination of these topics the best strategy for a brand like Mutimer.
Build relationships through storytelling
Tease upcoming launches
Promote community/UGC for FOMO
Behind the scenes (showcase samples/development products)
The First Drop - How we ensured we were going to sell out.
A successful sale starts well before the sale date.
This is what I call "selling before we sell".
We knew Mutimer was going to have big drops, but we needed to work out how we were going to MAXIMISE the success of these drops.
We didn't just want to sell out.
We wanted people to know they were going to purchase before we even launched the sale.
We wanted to sell out so convincingly that more people there were more people who missed out than the number of units actually sold.
Now, this can be counterproductive. In an ideal world, we do want to sell to everyone. But Mutimer could only get it's hands on so much stock, so we were just maximising results for the situation at hand.
Let's Break Down Some Of The Campaigns
1st Drop Tease Email
We first tested this simple style, simply showcasing the lookbook.
It's often hard to tell how good a campaign like this performs as it's main goal is "awareness"
So the best metric here is usually, "How good is the engagement on the NEXT campaign we send"
As this is the biggest indicator that this email made people interested enough to open tease email.
1st Drop Tease # 2
This email had really high engagement, which was an indicator that the first tease email generated sufficient interest.
This one in particular also did about 2.5k in sales just by cross promoting SKU's that were still stocked.
In this email, we also float the first idea of "early access" for email subscribers. This is about 72 hours prior to launch.
1st Drop Tease #3
The third tease here was showcasing the first look at the lookbook.
This was obviously vital in the process to show everyone the styles/fits of the new collection.
This wasn't anything special but was sent 48 hours out.
1st Drop Tease #4 - (The Most Important)
Because of the subject line, this had a 70% open rate.
This was a massive indicator to us that people were excited and ready to go.
24 hours out, we simply sent a text only with the time of the launch and letting them know they are getting an early access code.
Because this was text-only and a disruption to the pattern - we knew people would read this.
1st Drop Launch
This was simple, all we needed to do was send the code and give a big button to click.
Good results!
1st Drop Results
We did about $95K of sales through email over the course of the drop.
This was a decent turn out (about 50% of total drop revenue).
Sustaining Momentum
Now, we had a decent template going forward for big launches.
But how were we going to keep engagement high and continue to push sales on the products that still had stock, while we wait for the new launch?
Well we did it quite successfully - using the following types of campaigns:
Campaign Example - UGC Campaign
Community style - showcase tagged insta pictures to build social proof + give inspiration to future customers
Campaign Example - Product highlight
Campaign Example - Product highlight

Campaign Example - Direct Approach
Sometimes, just telling people what's in stock works best.
Campaign Example - UGC
Another winning community focused campaign.
Campaign Example - Restock
Campaign Example - Restock
Results After First 90 Days
We managed to add an extra ~40K in January without any drops.
So this takes us to the end of our first 90 days, having generated $159K in total.
Moving some old SKU's
Post launch woes
So, we're now into March.
We'd had successful launches at the end of 2023, and again in Februrary.
However, there were no big events on the calendar until April… and we only had old items with stock left.
So how were we going to push them?
We decided to test the seasonal angle - a pretty tried and tested angle in fashion.
Coming into April, Australia begins to get colder so there presented opportunities to push some of the old winter year.
But… no one likes last years fashion?
We had to get creative.
Simply saying "please buy last years styles" was not going to cut it.
If you're trying to sell old stock (at full price mind you), people need to have a reason to buy.
The "OG" Angle
We decided to frame the old styles as "classics"… almost like a vintage spin.
The brand was growing, this presented an opportunity for people to buy some of our oldest garments for bragging rights more than anything.
People LOVE being first to a trend or a cool brand.
So if we could push some of our old stock, we figured the more loyal customer base would be interested in owning some of our now "classic items".
Subject Line: Remember these?
And, it worked
Moving $2k of old stock with 1 email, without running a discount.
Pretty good!
Results By The End Of March
We'd now done $270K, just under 5 months into the partnership.
Moving Into Our BIGGEST LAUNCH
We wanted to take things to another level.
$160K in 90 days is good.
But how could we do 2x that over the NEXT 90 days?
We needed to:
refine our launch strategy
double down on whats working
maintain deliverability
push sales as much as we can in between drops while maintaining high engagement
How could we improve our launches?
As established - the first drop was great.
We also had some a drop in February which was quite similar, following the same strategy.
This validated our drop hypothesis (we knew it wasn't a fluke now) and this put us in a good position to test some changes.
So, how could we do better?
We noticed last time we had really high open rates in the tease emails, but nowhere for people to really click.
So we planned 6 emails in the 12 days to the launch with this in mind.
The April Launch
The next big event was our launch in April.
Here is what we did in the lead up, and here is what we changed
Tease 1/6
As stated, we realised people didn't really have anywhere to click in the previous emails.
So, we decided to send people to the Instagram where they could read further details.
Each click is an action that makes that person warmer and more likely to buy on launch day.
So even just by clicking to the Instagram that is a positive interaction and another touch point.
This had ~500 clicks… (remember this stat)
Tease 2/6
After 500 clicks in the first email, we doubles down on the second tease.
We again remind the user of dates + prices.
The reason we want to show prices is to essentially just disqualify people who aren't keen.
Stock is going to be limited and we're aiming for another sellout, no point having people add things to cart naturally on launch day just to baulk at checkout and leave.
Another ~500 clicks…. (again, remember this, it's a key learning here)
Tease 3/6
We've showcased the launch items, now we want to move onto some value proposition.
The details.
Mutimer is renowned for being extremely high quality and extremely detail oriented.
So we simply wanted to send some close ups of the images.
We'd already showcased these images, but this is also a bit of a reminder of the value they're getting for the price, and subconciously tackles the price objection.
"Our pieces are priced the way they are because they're extremely high quality"
Honestly this flopped a bit - so if we had our time back I'd consider skipping this email or trying to provide even further information on the details.
Tease 4/6
Open rates started to drop here.
This is an indicator of one of two things:
The previous tease email flopped
Or people who already decided they're going to buy have stopped opening (due to the results of the launch, I'd hazard a guess this was the case)
The lookbook was ready, so we launched that
The lookbook was a tried and tested strategy so simply sending this out was a no brainer
Tease 5/6
Another simple one just showcasing times. We're only 48 hours away from launch here so this is extremely relevant.
Tease 6/6 - 24 hours out
We wanted to shoot for high clicks here again, after our previous learnings about not having anywhere for the user to click.
So we provided  links, one for each product.
We also REDUCED early access to 10 minutes, after we found 30 minutes of early access was dragging on a bit.
This has 1,200 clicks.
LAUNCH EMAIL
Easy and simple.
Give the password.
Remind them they only have 10 minutes.
2x buttons.
Results and learnings
Launch email results:
Notice the amount of orders - 442
This seems to be correlated to the amount of clicks we were getting on most the tease emails (500-600)
This drop was also heavily understocked, so we certainly would've hit 600 orders.
SO… our biggest drop yet, what did we learn?
6 emails
Potentially drop the 3rd email about the "details" or test even making it more specific
Give CTA's to instagram at the very least to increase touch points
24 hours out, give CTA options for people to consume more content about the drop
More content = more touch points = more orders
10 minutes of early access is the sweet spot for high demand/FOMO
Results After 6 Months
We hit our goal
In the first 90 days, we only did $160K.
In the next 90 days, we did about ~$380K.
Learning from our early efforts, not being complacent, and continually testing allowed us to refine our strategy and continue to have bigger and bigger launches.
Mutimer's Klaviyo Transformation
We took the account to PEAK Deliverability
And we added $542,000 in revenue in ~6 months
Free Klaviyo Audit + Action Plan 
This is a big opportunity for the right brands to really build rapport with a large segment of their market.
More brands are adopting strategies like this, and these will continue to get more and more advanced.
Even just by sending more emails, you can be so far ahead of every other brand.
So it's in your best interest to act on this as soon as you can, in order to protect;
Your customer loyalty
Your profit margins
Your market share
Your brand perception
We'll help you kickstart this process ASAP.
Book a free audit session with us below, where we will:
Analyse your current Klaviyo efforts
Identify areas of opportunity
Put together a personalised action plan to scale your account
Give you specific, clear action steps
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www.monetiseme.com.au
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