Challenges Faced by Spiral Seven Clothing

‍

Spiral Seven Clothing, a leading menswear retailer, encountered several obstacles that impeded its digital marketing success. Their existing email system was basic, lacking essential automation flows such as add-to-cart abandonment reminders and automatic suppression of inactive or 'sunset' profiles. This resulted in a cluttered mailing list with false emails from marketplace integrations, negatively affecting deliverability and engagement metrics. Additionally, inconsistent paid advertising results were a major concern.

‍

Erratic stock levels led to fluctuating performance on Google Ads and Meta Ads, causing inefficient ad spend and missed opportunities. The absence of a focused strategy on high-performing products diluted the effectiveness of their marketing campaigns, while inefficient product feed management allowed low-stock items to appear in Dynamic Product Ads (DPAs), leading to wasted advertising spend.

‍

Our Solution and Implementation

‍

To overcome these challenges, we implemented a comprehensive strategy focused on optimising both email marketing and paid advertising. We enhanced Spiral Seven Clothing's email marketing automation by introducing ten new advanced email flows, including add-to-cart abandonment and win-back campaigns, which engaged customers at critical stages of their purchasing journey. We also developed four custom campaign templates to ensure consistent and impactful communications, and introduced new sign-up forms that captured quality subscribers, helping expand their email list and increase engagement. To improve list hygiene, we automatically suppressed inactive 'sunset' profiles and filtered out false emails from marketplace integrations, significantly enhancing email deliverability and engagement.

‍

On the paid advertising front, we utilised Feedoptimise to manage product feeds effectively, applying rules to exclude low-stock items and prioritising products with higher profit margins. This optimisation ensured that only available, high-performing products were advertised, reducing wasted ad spend. We conducted an in-depth analysis of sales data to identify top-performing 'hero' products and brands, focusing our advertising efforts on these to maximise impact. Aligning both Google Ads and Meta Ads campaigns, we prioritised profitable new customer acquisition by refining targeting and enhancing ad creatives to attract high-potential customers. Additionally, we adjusted bidding strategies to maximise return on ad spend (ROAS), ensuring all marketing efforts contributed positively to profitability. This holistic approach not only stabilised ad performance but also reduced new customer acquisition costs, aligning with Spiralseven Clothing's primary business objectives and driving sustainable growth.

‍