Salesfire & StovesAreUs
Building a customer-focused email strategy from the ground up.
+11%
increase in AOV
+11%
of revenue influenced by email
7.9%
conversion rate through email
Introducing, StovesAreUs
StovesAreUs has over 20 years of experience in the home and living industry. They offer an extensive range of indoor and outdoor products, from wood-burning stoves to BBQs and pizza ovens, helping homeowners to create warm, stylish and functional spaces.
Committed to delivering exceptional customer service, StovesAreUs has invested in creating effortless online shopping experiences. This led the brand’s website to receive recognition as B2C Website of the Year at both the UK and European eCommerce Awards in 2023.
StovesAreUs seeks to feed the fire of further growth by exploring new channels to drive revenue, while keeping customer experiences tailored and personal.
The challenge
StovesAreUs already had a highly optimised website and an effective paid advertising strategy in place. However, they were lacking an email marketing strategy.
On reaching out to Salesfire, the brand had no active email marketing campaigns, but was looking to change this. The brand was aware it was potentially missing out on the sales it could generate by reaching shoppers directly in their inboxes. However, it was also concerned with maintaining its customer-centric reputation by avoiding overwhelming shoppers with generic, repetitive campaigns.
To achieve this, StovesAreUs sought the help of Salesfire. They required an email marketing strategy that would effectively drive conversions while also contributing to a positive customer experience.
The solution
Our experts guided StovesAreUs through the process of getting started with email marketing.
The first step
As the brand had not sent any previous email campaigns, it was starting from scratch with its email domain. After setting up and authenticating a subdomain from which their emails would be sent, we began the domain warmup process.
Our experts crafted a custom domain warmup plan for the brand, based on the size of its subscriber list. We then worked with the brand to action this plan, deploying a series of smaller email sends to build its sender reputation with email platforms. This helped to maximise the delivery of their larger marketing sends.
Once this initial set-up had been carried out, we then implemented a comprehensive email marketing strategy that would help StovesAreUs meet its goals.
Automated email flows
We wanted to ensure the brand’s email marketing would be a continuation of its on-site customer experience, which was high-quality and personal. To achieve this, we opted to implement a series of Salesfire’s automated email flows:
- Welcome Flow
- Abandoned Cart
- Browse Abandonment
- Price Drop
- Save My Basket
Salesfire uses a shopper's on-site behaviour to automatically enrol them in the relevant flows and deliver email campaigns personalised to their interests or activity.
With these flows in place, StovesAreUs can tailor their email campaigns to each shopper. They can enhance product discovery for shoppers, nurture customer relationships and drive conversions across the customer lifecycle with minimal effort.
One-Time campaigns
StovesAreUs also wished to support their automated flows by sending One-Time email campaigns with Salesfire.
To help the brand maximise the effectiveness of these ad-hoc sends, we provided guidance on email best practices and Salesfire’s segmentation capabilities. This allowed the brand flexibility to align its email marketing with seasonal trends, driving additional sales while maintaining a personal touch that strengthened shopper relationships.
Results
Since setting up an email marketing strategy with Salesfire, StovesAreUs has experienced significant results:
- +11% increase in AOV
- 11% of revenue influenced by email
- 10% of orders influenced by email
- 7.9% conversion rate through email
The emails themselves also received strong levels of engagement from the brand’s shoppers, with click rates of up to 18% and open rates of up to 61%.
“We couldn’t have chosen a better provider to get us started with email marketing. What could have been an extremely cumbersome process became so simple thanks to the team at Salesfire. The support we received in setting up our domain and implementing our initial campaigns made it so much easier.
Over the past year, we’ve seen a consistent uplift in engagement and conversions, and a lot of that is thanks to Salesfire. Their automated email flows make retargeting our shoppers and maintaining our customer relationships just effortless, and as a result, email has become a key part of our marketing strategy.”
Adam Oldfield, Director at StovesAreUs