Nominal provides their customers with the opportunity to wear their identity through story-telling jewelry that shares prayers, affirmations, and so much more. Nominal also pledges to donate a percentage of sales each month to causes around the world. It is because of a distinct brand image that Nominal has maintained its reputation and built a powerful following, which is the foundation of any successful brand.
Our central focus was improving Nominal’s email strategy by strengthening the relationship and reputation they developed with their customers. This meant doing a complete overhaul of their email design, flow automations, campaigns and popups to better reflect the brand and its vision.
First things things first. In order to get more money from email, you have to get more people to join your email list. This was one of our main priorities when we onboarded Nominal as we knew there were missed opportunities to collect profiles. Before BAD Marketing, they had a pop-up, but it was not optimized for mobile and desktop, it was not collecting phone numbers, and it did not have a welcome offer to further incentivize sign-ups.We also recognized the huge hype this brand builds around its major sales and took advantage of that to collect profiles during those busy times. Here are just a couple of examples of pop-ups optimized for early access and special sales. In total, their account went from collecting only 288,924 profiles in 2021 to collecting 9,550,254 in 2022 and 2023!
Nominal has had a clear brand image from the start, but when we dived into the emails they were sending, some of them felt off-brand for the luxe feeling their jewelry portrays. We started making the brand image more consistent through email, matching the CTA buttons with brand colors rather than a bright green color, condensing “fluff” copy as much as possible in designs to increase user readability, and using email design to elevate the brand. We also made an effort to elevate their copy by eliminating generic jewelry vocabulary and rather using words that made people feel something. Centering the copy around the customer and how the jewelry will make them feel has been instrumental in perfecting the brand’s message and converting readers into buyers.
Increase in Revenue
Increase in Open Rates
Increase in Click Rates
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Prior to BAD Marketing, Nominal only had a few flows in place for a couple of products. This means they were missing out on thousands of dollars a month from email marketing’s secret weapon: flows. We quickly implemented a new welcome series, browse abandonment, abandoned checkout, abandoned cart, winback, post-purchase thank you, rewards, and wishlist reminder flow to begin generating consistent revenue. We also update the flows for their major sales to further incentivize the audience to complete a purchase. For example, if they’re having a sale for 60% off, that language and discount would be reflected in an abandoned checkout flow. In 2021, Nominal made $537,998.10 from email flows. In 2022 we increased that to $694,262.44 and in 2023 we doubled it to $1,102,645.35.
Before BAD Marketing, this brand was making about $50k a month from SMS. However, once we took over their SMS strategy they started making between $150k to $200k a month! Here are the steps we have taken to make that growth possible: We added a phone number field to the website popup, set up core flows and automations, conducted A/B tests comparing SMS to MMS performance and core flow delivery times, conducted repeat list cleaning for unengaged segments, granted SMS subscribers early access to sales and continuously tested CTAs, headlines, copy and landing page links.
Increase in Monthly Revenue
Increase in Annual SMS Revenue
Now, you may have noticed this big spike when looking at annual revenue....This is Nominal’s annual Eid Sale, a promotion during one of the most special times for their primary Muslim audience. And while there are two Eids annually, and thus two Eid Sales annually, it is always the sale/holiday in April that brings in the most revenue. However, we don’t just send an email and call it quits; it’s not a one-and-done task. There is so much preparation that our team puts into the sale to make it a success. In 2022, we sent 10 Eid Sale email campaigns and updated 8 email flows to reflect the sale and huge savings. In 2023, we took their Eid Sale to the NEXT Level AND completely revamped our strategy for Black Friday Cyber Monday, bringing in even more revenue than their historically biggest sale of the year (Eid)! For both Eid Sales in 2023 we sent 50 email campaigns, updated 11 email flows, 10 SMS flows, and 44 SMS messages.
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Campaigns
Messages
Placed Order Value
Total Recipients
