Highlight: Impact of email campaigns and launching new flows
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 on [promo and sales strategies, data-driven performance marketing, as well as creative testing.
Identify key personas through social listening and user research
Develop and implement a comprehensive influencer marketing strategy to match the key personas for ToFu and BoFu campaigns
Test promotional strategies on different organic channels for various audiences (such as tiered pricing)
Improve email marketing performance by optimizing existing purchase flows while testing new ones
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, the Baotris team identified Ephemeris’ target persona as astrology enthusiasts as opposed to what Ephemeris was previously targeting—jewelry enthusiasts. Baotris then mapped out a new purchase journey of current and prospective Ephemeris customers by launching an end-to-end persona-based marketing flow.
At each step of the journey, we tried new strategies and gauging conversion rates, including:
Testing urgency beyond just a deadline, using scarcity
Testing promotions both to existing customer vs. leads/prospect customers
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
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