+35% in revenue thanks to email campaigns

Ephemeris manufactures high-end custom jewelry with a spiritual element—your personal astrological birth chart. Founded in 2019 by Daniela Vianna and Guilherme Verri, Ephemeris has steadily built a devoted following of fans who want deeper insight into what the stars have to say. Partnering with Baotris to grow their D2C business, we led initiatives focusing on online email marketing that included promo and sales strategies, data-driven performance marketing, as well as creative testing.

• Identify key personas through Persona Building
• A/B Test promotional strategies such as tiered pricing on various organic channels for target audiences
• Optimize existing purchase flows, text new purchase flows
• Focus on a data-driven approach to brand building by unifying organic efforts across all organic channels
  

By analyzing post-purchase surveys and conducting user interviews with past and prospective customers, the Baotris team identified Ephemeris’ target persona as a previously under-marketed group of astrology enthusiasts as opposed to what Ephemeris was focused on targeting—jewelry enthusiasts. Baotris worked with Ephemeris to map out a new purchase journey of current and prospective Ephemeris customers by launching an end-to-end persona-based email marketing flow.

At each step of the journey, we tried new strategies and tracked conversion rates, including:

• Testing urgency beyond just a deadline, using scarcity
• Testing promotions both to existing customer vs. leads/prospect customers
• Testing differently structured creatives

The new email foundational flows were also added which better spoke to the new target audience. Specific language and imagery that would appeal to the new group was tested and additional value was offered through the emails in the form of content and new products.

• Improved email deliverability by moving over to a live text & image email approach versus 100% image-based comms
• Email campaigns contributed to 35% of revenue
• Launched 3 new foundational flows: New Customer Welcome, Lead ReEngagement, and Birthday
• All KPIs performed better than expected, excluding conversions