Email strategy teardown: Royal Design Studio Stencils

Email marketing is like dating, and can lead to a long-lasting relationship

Building Customer Loyalty

Building loyalty with a customer requires thoughtful planning and branding consistency at each touch-point. First, introduce the customer to your brand to show them how you provide a valuable product or service. Second, convince them that they need your product or service, so they consider purchasing. Third, after they’ve purchased, continue to provide value to them by offering inspirational content about your business or industry.

Our Subject: Royal Design Studio Stencils

We wanted to see if a brand known for inspiring customer creativity has developed an email marketing strategy just as inspirational, and if there’s anything that could be improved.  So, we decided to break down the email strategy of Royal Design Studio Stencils — an online store known for designer-quality decorative wall stencils, painting tools, and related products. I signed up for emails with Royal Design Studio Stencils, took a few actions, and then watched to see how the experience unfolded.

The backstory of Royal Design Studio Stencils

Based in San Diego, Royal Design Studio Stencils is a company that is built to inspire home decor. They design and manufacture decorative stencils for walls and floors. Founded  in 1991 by Melanie Royals, the company’s president and creative director, it’s become a popular online destination for interior decorators, interior designers, and DIY’ers.

Here's what happened with Royal Design Studio Stencils

We signed up for their email newsletter and got a welcome series email

We abandoned a cart and received an abandoned cart email

We purchased after the abandoned cart and received order confirmation and shipping emails

We received a couple of promotional product emails

Email deep dive

Let’s look at their one week email strategy.

1. Sign up for their welcome series emails

2. Abandon a cart and see if there’s an abandoned cart email

3. Make a purchase and see if there are post-purchase emails

 

 

Royal Design Studio Stencils

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Daily email strategy

Royal Design Studio Stencils

Promotion

Order Confirmation

Shipping Confirmation #3

Welcome Series

Product Email

Promotion

Promotion

Promotion

Shipping Confirmation #1

Shipping Confirmation #2

Promotion

Promotion

Promotion

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The good, the bad, the ugly: Royal Design Studio Stencils

positive review

Welcome Series Email

A model example of what to strive for. Branding is spot on, content is engaging, design is simple, calls to action are clear and strong, and there’s an incentive to shop. According to Klaviyo data, welcome series emails receive 63% higher open rates, 86% higher click-through rates, and 83% higher revenue per recipient (RPR) than your average email campaign. Out of all our customers’ most commonly used flows, welcome series are second only to abandoned cart messages in terms of profitability.

positive review

Product Email

Inspirational and educational. Tactfully showcases their product portfolio and combines it with a promotional offer. Both branding and images are eye-catching.

positive review

Abandoned Cart Email

Timely and shows an image of the product I left behind. I couldn’t tell if it was meant to be personalized or if the “,” was a typo. If you’re trying to add personalization, an easy way to collect names to do so is through a signup form.

negative review

Order Confirmation Email

What just happened? This email is different from every email I’ve seen so far it feels bare and sterile. The email had me wondering if this is the same brand? As we mentioned from the outset, branding consistency at each customer touch-point is an essential component for long-term customer loyalty. Here are 6 other tips for order confirmation emails.

negative review

Shipping Confirmation Email

There were three when one would have sufficed. Similar to the order confirmation email, they felt robotic and lacked branding. An addition of color and images that tied to the inspiration that the brand delivers would go a long way towards helping us remember what brand we bought from. Check out our suggestions for better shipping confirmation emails.

In Conclusion…

Royal Design Studio Stencils is a design darling. They have helped thousands of customers transform their homes with stencils and inspirational how-to’s. The messages they send to welcome customers, promote products, and remind shoppers about abandoned carts are good-looking and persuasive. However, their purchase confirmation and shipping alerts are drab and uninspiring. To increase their customer loyalty, they should add consistent branding to their order confirmation and shipping confirmation emails.

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