SOCKSHOP
For SOCKSHOP, House Digital devised and implemented a new email marketing strategy, which included the creation and development of automated email programmes designed to maximise customer engagement, improve retention, and increase revenue.
Background
SOCKSHOP was founded in 1983 by Sophie Mirman and Richard P. Ross after Mirman said “people should be able to buy socks as easily as they buy newspapers.” SOCKSHOP outlets were placed for convenience on busy city streets, in train stations, and at airports, selling socks, tights, and ladies’ stockings. Over time SOCKSHOP has developed and grown their online presence and is now one of the UK’s largest online sock retailers, as well as offering customers a range of tights, underwear, and accessories.
Although SOCKSHOP were aware of the potential of email as a channel to contact their customers and prospects, they also knew that the emails they were currently sending lacked direction, planning, and a proper strategy. This is where we came in! SOCKSHOP felt that by utilising the expertise of House Digital they would be working with an agency that could support them in hitting their business objectives.
What We Did
From the outset, the expert team here at House Digital advised that the 3 stage approach to email marketing would fully review, optimise, and improve the channel, and in turn this would provide both fast results and implement a long term strategy.
- Stage 1: Discover
We carried out a full audit and review of SOCKSHOP’s email marketing, looking at audiences, customer data, data capture points, and the processes already in place. The discovery phase lays the foundations for informing the decisions to follow.
- Stage 2: Devise
We put forward an end to end email strategy that considered the entirety of a customer’s life cycle; from acquisition and retention to recapture. All parts of the cycle were considered and mapped out, with suitable and viable email programmes then devised to meet business objectives.
- Stage 3: Develop
The final stage involved the creation and development of multiple automated, triggered email programmes as well as an overhaul and relaunch of the SOCKSHOP email newsletter. We were responsible for all aspects of the new programmes, including the creation of wireframes, content, and designs. In addition to the coding of the new emails, House Digital also provided SOCKSHOP with full reporting based on their agreed metrics and KPIs.
Following go live, we continued to manage the ongoing performance of the email programmes by regularly A/B testing creatives, subject lines and other variables to learn and improve results.
What We Achieved
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1:15Return on email spend
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+82%Contactable email list growth
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+22%Email open rate avg.
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+6%Email click rate avg.
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2.22%Of all emails sent, converted to a purchase (previously 0.24%).
Client Testimonial
Since July 2018, House Digital have worked hard with Arriva Click to grow our presence. By implementing a strong multi-channel Paid Advertising and Social Media strategy, we’ve been able to really connect with our audiences and build a community of regular Arriva Click users. Thanks to their ongoing support, the Arriva Click app has gone from strength to strength. From organising asset days to successfully launching two new locations, House Digital are an invaluable addition to our team.
The House Digital team have been a huge support to us over the years. They’ve really gotten under the skin of the business and have become a true extension of the team. They’ve not only helped us to understand who are digital customers are, but have also uncovered untapped opportunities for us in a competitive digital space. House Digital consistently guide us towards the most appropriate channels to reach our customers and our business objectives.
House Digital have really helped Bürkert as a brand. As we are situated within a very competitive industry, HD have really helped us to stand out from the crowd. From high quality content and other SEO services to a strong Paid Advertising strategy, they’ve really helped us to stand out in a competitive market. Through compelling ads and a robust bidding strategy, the Paid Advertising work alone has made all of the difference to our business, particularly during challenging times.
House Digital have shown a great passion for digital marketing and have truly embraced The Global Classroom as their own. Helping us develop and grow our online presence, the team’s expert knowledge has enabled us to reach millions of relevant people across the globe and largely contributed to making each event a success.
Working with House Digital has been a joy! For the first time in my 25 years of working in the digital industry I’ve finally found a team that utterly understand the data world and paid search / social marketplace. Understanding the way all this works is one aspect that House have excelled in but also the results they are getting for our clients is really as good as it can get. It’s a happy union between our two agencies!
House Digital were able to interpret our requirements and develop a turnkey website solution that would enable us to channel customers to Monomer. This has freed up time for us to concentrate on the bespoke aspects of our sister company, Martin’s Rubber.
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