Verve Fitness is one of Australia's leading fitness equipment companies, offering a wide range of high-quality physical fitness products. They cater to both individual consumers and the enterprise market, including sporting clubs and gyms.
Client: Verve Fitness
Sector: Fitness Industry
Opportunity: Optimise email marketing and SEO
Verve Fitness is one of Australia's leading fitness equipment companies, offering a wide range of high-quality physical fitness products. They cater to both individual consumers and the enterprise market, including sporting clubs and gyms. Verve Fitness is renowned for manufacturing premium fitness products and has established a strong brand presence in the industry. E-commerce plays a significant role in their business, serving customers ranging from first-time exercisers to hardcore fitness enthusiasts and professional sporting clubs.
Verve Fitness had the opportunity to increase income from email marketing campaigns by optimising automated flows. Improving automations could ensure consistent, passive revenue generation. Specifically, they identified opportunities to enhance:
Extensive Experience: With over 15 years in the industry, I have a deep understanding of email marketing and digital strategy. Verve Fitness needed someone who could quickly grasp their situation and offer practical solutions.
Strategic Analysis: When I first looked at their digital strategy, I quickly spotted the gaps and opportunities. By addressing these, we were able to boost their revenue and improve their digital performance significantly.
Expert Team: Verve Fitness was worried about the costs of hiring full-time staff. I provided a team of experts in Klaviyo and Google Ads who could make an immediate impact without the high overhead costs. This way, they got the expertise they needed without long-term financial commitments.
Holistic Approach: I didn't just focus on one area. Instead, I created a complete system that covered everything from data collection and automation to campaign strategy and technical SEO. This comprehensive approach ensured that all parts of their digital strategy worked well together.
There were two strategies that helped me scale Verve Fitness:
My team and I started by using advanced methods to grow their contact list, collecting more email addresses and phone numbers. This allowed us to create detailed email automation sequences such as welcome flows, cart abandonment, post-purchase, repeat purchase, win-back campaigns, nurture flows, and browse abandonment flows.
Many stores typically utilise only 3 to 5 basic automations, such as abandoned cart and welcome flow. In contrast, larger stores may employ 20 or more flows, with each contributing an additional 1-4% in revenue. By implementing these comprehensive automation strategies, we aimed to significantly enhance total revenue, potentially increasing it by up to 400% and quadrupling email list growth rates.
Each sequence provided customised messages based on user interactions and journey stages, which significantly boosted engagement and conversion rates. We also developed targeted email campaigns for different customer segments, enhancing user retention and conversions. By tracking performance with analytics, we continuously optimised each email flow and campaign.
At the same time, we improved Verve Fitness’s website to enhance search engine rankings and user experience. Recognising their heavy reliance on paid channels, which was impacting profit margins, we focused on organic search to reduce customer acquisition costs. We updated website content to provide valuable information to users and conducted comprehensive technical audits and fixes. This included developing content improvements and implementing a backlink strategy to increase the site’s authority and organic traffic.
Additionally, we strategically focused on commercial keywords to ensure traffic quality and higher conversion rates. Further enhancements involved refining website elements to streamline the purchasing process, significantly improving conversion rates and reducing reliance on paid channels. To increase user engagement, we introduced pop-ups at key times to improve the user experience and support the customer journey.
The strategic enhancements led to significant improvements:
Verve Fitness ultimately saw a significant six-figure improvement in revenue purely through optimised email marketing.
The enhancements made to Verve Fitness’s email marketing and SEO strategies have driven substantial revenue growth and improved profit margins. Regular updates to address the frequent changes in e-commerce sites, including new products and promotions, have been crucial. Ensuring the site remains technically sound and optimised for search engines has also been integral to sustaining these improvements.
Ready to transform your business like Verve Fitness? Book a free strategy session with me today and let's unlock your company's full potential!
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