Case study

Seldens Designer Home Furnishings

Seldens has been the premier home furnishings destination for over four generations, and came to Hawke Media to utilize Lifecycle Marketing in order to boost showroom foot traffic. 

Seldens has been the premier home furnishings destination for over four generations, and came to Hawke Media to utilize Lifecycle Marketing in order to boost showroom foot traffic. 

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Challenge

Seldens had strong and steady in-store business, but wanted to amplify its online presence and conversion. The brand wanted to try some new email marketing methods to boost numbers for the 2021 holiday season.

  • Increase resend quantity with a customized approach
  • Add new email automation systems 
  • Leverage in-store traffic to build email list

Approach

To achieve its goals, Selden needed to optimize email automations and campaign send schedule. Hawke added an additional resend to engage those who missed the first two campaigns. This gave users re-engagement opportunities closer to Black Friday, when big purchases were top-of-mind. Hawke also added a few core automation to capture customers at various points in their journey such an Abandoned Cart Series, Browse Abandonment Series, and Post Purchase Series.

Results

The new automation and campaign techniques were implemented by Hawke in late summer, so there is a clear spike in all data between the last minute push before Black Friday, and the stagnant midsummer numbers. By the end of Q4, Seldens saw a 68.19% increase in new email subscribers from Q3 as well as a 222.38% increase in site traffic from email from Q3. Seldens also saw in-store traffic increase as a result of the improved digital outreach and was in a great position for its end-of-year push. 

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QoQ EMAIL SUBSCRIBERS

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Results

SITE TRAFFIC FROM EMAIL

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Results

QoQ EMAIL SUBSCRIBERS 

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SITE TRAFFIC FROM EMAIL

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