Email strategy teardown: Serena & Lily

Want a solid relationship with your customers? It starts with timely communication.

Serena and Lily

Practicing Timely Communication

Most marketers will tell you that a lot of their marketing resources go to acquiring new customers. Whether it’s through paid search, time spent creating SEO-rich content, or a combination of both, getting new customers is expensive and time-consuming. That’s why it’s so important to keep your customers happy and prevent them from churning. How do you do that? The answer is more simple than you’d think. Treat each customer as an individual and communicate with them in a timely fashion. Klaviyo makes it easy to do this with our built-in flows and segmentation.

Our Subject: Serena & Lily

We wanted to see if a cool California home decor company had a communication style as well-received as their products, so we took a close look at the email strategy of Serena & Lily.

The backstory of Serena & Lily

Based in California, this home decor company offers a style that manages to be both breezy and refined. Their website says, “We believe home should be a welcome oasis – your favorite place to retreat, to gather, to live well everyday.”

Here's what happened with Serena & Lily

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

We abandoned a cart and received three abandoned cart emails

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

We received many promotional and 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

 

 

Serena & Lily

Serena & lily
Serena and lily
serena and lily
Serena and lily
Serena and lily

Get helpful articles, real-life success stories, and email marketing insights delivered straight to your inbox.

! Subscribe

Daily email strategy

Serena & Lily

Abandoned Cart Email

Product Email

Abandoned Cart Email

Abandoned Cart Email

Product Email

Promotion

Product Email

Product Email

Promotion

Product Email

Welcome Series

Product Email

Product Email

Account Registration

Promotion

Product Email

Promotion

Promotion

Order Confirmation

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Product Email

Product Email

Promotion

Product Email

Promotion

Promotion

Promotion

Shipping Update #1

Promotion

Promotion

Product Email

Promotion

Promotion

Promotion

Product

Promotion

Promotion

Shipping Update #2

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

Day 9

Day 10

Day 11

Day 12

Day 13

Day 14

Day 15

Day 16

Day 17

Day 18

Day 19

Day 20

Day 21

Day 22

Day 23

Day 24

Day 25

Day 26

Day 27

Day 28

Day 29

Day 30

Day 31

Day 32

Day 33

Day 34

Day 35

Day 36

Day 37

Day 38

The good, the bad, the ugly: Serena & Lily

positive review

Welcome Series Email

They sent a well-crafted welcome series email. This is good news because in terms of profitability, welcome series messages are second only to abandoned cart messages. According to our 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.

positive review

Abandoned Cart Email

Serena & Lily sent us three messages, which is great. Ecommerce marketers should have two to three messages in a series as a general best practice for optimal performance.

positive review

Product Email

Beautiful – the design was very well thought out. An elegant way to position product placement and not make the customer feel forced to buy anything. Also, the subject line was intriguing and got me to open. I’m a brand advocate so far.

positive review

Order Confirmation Email

Can I say beautiful again? The messages are on-brand, and show an image of what I ordered. I’ve been very impressed with the consistent branding at each customer touch-point so far. I feel like I understand what the brand stands for, and I’m getting curated content.

negative review

Shipping Confirmation Email Content

There were two shipping updates. The first was robotic and lacked branding. The important information was in there, but it was boring and the opposite of what I’ve seen so far. Some imagery reminding me of what I bought would improve brand recognition and remind me of what I had purchased. The second message was in the well-branded, well-designed style I had grown accustomed to seeing.

negative review

Shipping Confirmation Email Timing

This is the point in the relationship where I became a bit frustrated. I received two shipping updates, and the first one was sent to me 18 days from when my order was placed. The communication also wasn’t accurate: it said my order would be shipped 5 days later, but in fact it was shipped 10 days later. In total, I waited 1 month for my order and the communication about my order was sparse and inaccurate. I would have expected a weekly or bi-weekly update letting me know of the delay. An easy way to ensure timely communication is with our built-in flows.

negative review

Product Cross-Sell & Upsell

I received about 30 product or promotional emails within one month after I placed my order. Most of these were messages about bedding, wallpaper, rugs, and outdoor furniture – not relevant to the hand towel I had purchased. I would have been more likely to purchase again if I received more focused content about bathrooms or kitchens…places where a hand towel might be used. Klaviyo makes it very easy to create cross-sell segments to help do this.

In Conclusion…

Serena & Lily is a home decor oasis. In a space teeming with many players, it’s important to keep customers happy and from leaving to go to a competitor. To do this, they should improve their shipping confirmation communication. Adding a more timely response about order delays would help build long-term customer relationships, keep customer acquisition costs at bay, and drive revenue.

Serena and Lily

Get helpful articles, real-life success stories, and email marketing insights delivered straight to your inbox.