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ICU Eyewear Case Study

As the world becomes increasingly digital, email marketing has emerged as a key strategy for businesses looking to connect with their customers. According to a recent report by Campaign Monitor, email marketing generates an average of $38 for every dollar spent, making it one of the most cost-effective marketing tactics available. For eyewear brand ICU Eyewear, email marketing has been a vital tool in driving revenue and building customer loyalty. In this blog post, we’ll explore how ICU Eyewear increased their email marketing revenue, and the tactics they used to do so.

ICU Eyewear is a US-based eyewear brand that designs and produces a wide range of fashionable reading glasses, sun readers, and sunglasses. Their mission is to offer high-quality, affordable eyewear to people of all ages, and to make sure their customers feel confident.

Email marketing is one of the most effective ways to drive revenue for a brand. However, not all email marketing strategies are created equal. In order to maximize the revenue generated from email marketing, brands must implement a thoughtful and strategic approach to their email campaigns. In this blog post, we’ll explore some best practices for increasing email marketing revenue for a brand.

  1. Segment Your Email List

One of the most important factors in increasing revenue from email marketing is to segment your email list. This means dividing your email list into smaller groups based on certain criteria, such as demographics, past purchase behavior, or engagement with previous emails. By segmenting your list, you can personalize your messaging and offers to each group, which will result in higher engagement and conversion rates.

For example, if you run an online store that sells clothing, you might segment your email list based on gender, age, or purchase history. This will allow you to send targeted emails to each segment with products and offers that are more likely to resonate with them.

  1. Personalize Your Emails

Personalization is key to making your subscribers feel valued and increasing the likelihood of them making a purchase. Use their name in the subject line and greeting of the email, and include personalized recommendations and offers based on their previous purchases or browsing history.

Another way to personalize your emails is to use dynamic content, which allows you to display different content to different subscribers based on their interests, behavior, or location. This can include product recommendations, offers, or even images and videos.

  1. Offer Incentives

People love getting a good deal, and offering discounts, free shipping, or other incentives can be a powerful way to increase revenue from email marketing. However, it’s important to use these incentives strategically and not rely on them too heavily. You want to avoid training your subscribers to only purchase when there is a discount, and instead focus on creating value and a sense of urgency around your products.

  1. Optimize Your Email Timing

The timing of your emails can have a big impact on open and click-through rates, which in turn can impact revenue. Experiment with different send times and days of the week to see when your subscribers are most likely to engage with your emails. Additionally, consider sending targeted emails based on specific triggers, such as cart abandonment or a recent purchase.

  1. Focus on Mobile Optimization

More and more people are checking their email on their mobile devices, so it’s critical that your emails are optimized for mobile. This means using a responsive design that automatically adjusts to fit the screen size of the device, as well as keeping your content and call-to-action buttons easy to read and click on.

  1. Create Compelling Subject Lines

The subject line of your email is the first thing that subscribers will see, so it’s critical that it grabs their attention and entices them to open the email. Use concise and clear language, and consider including personalization or a sense of urgency to encourage opens.

  1. Measure and Analyze Results

Finally, it’s important to regularly measure and analyze the results of your email campaigns. Look at metrics like open and click-through rates, conversion rates, and revenue generated to see what is working and what could be improved. Use this data to refine your strategy and test new approaches to continually improve your email marketing performance.

In conclusion, email marketing can be a powerful tool for driving revenue for your brand, but it’s important to approach it strategically and with a focus on personalization, optimization, and segmentation. By creating targeted and valuable content for your subscribers, optimizing for mobile, and analyzing your results, you can increase engagement and revenue from your email campaigns.

In addition to the best practices mentioned above, there are a few more tactics that can help to increase email marketing revenue for your brand.

  1. Use A/B Testing

A/B testing involves sending two versions of an email to a subset of your email list to see which version performs better. You can test different elements of your email, such as the subject line, call-to-action, or imagery. By using A/B testing, you can gain insights into what works best for your audience and continually optimize your email marketing campaigns to increase revenue.

  1. Use User-Generated Content

User-generated content, such as customer reviews or social media posts, can be a powerful way to build trust with your subscribers and encourage them to make a purchase. Incorporate user-generated content into your email campaigns, such as featuring a positive customer review in a product recommendation email. This can help to increase the likelihood of a subscriber making a purchase and can also increase engagement and loyalty.

  1. Use Behavioral Triggers

Behavioral triggers are emails that are sent automatically based on a subscriber’s behavior, such as making a purchase, abandoning a cart, or signing up for a newsletter. Behavioral triggers can be highly effective at increasing revenue because they are highly relevant and timely. For example, a cart abandonment email can remind a subscriber of the items they left in their cart and encourage them to complete their purchase.

  1. Test New Email Formats

There are many different types of email formats you can use to engage your subscribers, such as newsletters, product recommendations, or welcome series. Testing different formats can help you determine what resonates best with your audience and drives the most revenue. For example, a welcome series can be highly effective at engaging new subscribers and introducing them to your brand.

  1. Use Urgency and Scarcity

Creating a sense of urgency and scarcity in your email campaigns can be a powerful way to encourage subscribers to make a purchase. For example, you could offer a limited-time discount or promote a product that is only available for a limited time. This can create a fear of missing out (FOMO) among your subscribers and can encourage them to take action and make a purchase.

In conclusion, increasing revenue from email marketing requires a strategic and data-driven approach. By segmenting your list, personalizing your emails, offering incentives, optimizing your timing and design, and analyzing your results, you can continually improve your email marketing campaigns. Additionally, using A/B testing, user-generated content, behavioral triggers, testing new email formats, and using urgency and scarcity can all help to increase engagement and revenue. With these tactics, you can maximize the potential of email marketing to drive revenue for your brand.

  1. Implement a Referral Program

Referral marketing can be a highly effective way to acquire new customers and increase revenue. By implementing a referral program, you can encourage your existing customers to refer their friends and family to your brand. In return, you can offer incentives, such as discounts or free products, to both the referrer and the referred. By leveraging the power of word-of-mouth marketing, you can tap into a new audience and drive more revenue.

  1. Use Abandoned Cart Emails

Abandoned cart emails are highly effective at recovering lost revenue. When a subscriber adds items to their cart but does not complete the purchase, you can send an email reminding them of the items they left behind and offering an incentive, such as a discount or free shipping, to encourage them to complete their purchase. Abandoned cart emails can be highly effective at converting subscribers into customers and increasing revenue.

  1. Provide Relevant Content

Providing relevant and valuable content in your emails can help to increase engagement and drive revenue.


Their previous agency failed to provide predictable increases in revenue despite being given all the tools and assets required to do so. Their email marketing channel only accounted for 22% of total store revenue, which our Klaviyo Agency Manchester more than doubled to 46%.


30% increase in yearly revenue since taking over the account in May 2022, allowing them to hit a 7 figure year for the brand. Alongside the email marketing, we implemented an sms marketing programme which currently does 10% of overall store revenue. We aren’t just a Klaviyo Agency Manchester and also implement SMS marketing and more


3 months (30 days for initial increases), all done by our Klaviyo Agency Manchester.

IEMLabs is an ISO 27001:2013 and ISO 9001:2015 certified company, we are also a proud member of EC Council, NASSCOM, Data Security Council of India (DSCI), Indian Chamber of Commerce (ICC), U.S. Chamber of Commerce, and Confederation of Indian Industry (CII). The company was established in 2016 with a vision in mind to provide Cyber Security to the digital world and make them Hack Proof. The question is why are we suddenly talking about Cyber Security and all this stuff? With the development of technology, more and more companies are shifting their business to Digital World which is resulting in the increase in Cyber Crimes.


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