Subject Line Studios

Overview

ABOUT THE BRAND

Slouch Potato, founded by brothers Zac and Joel Perna in 2021, is redefining loungewear with their signature "Slouchwear." Their unique line blends premium fabrics with fun, original designs, offering ultimate comfort and durability. Inspired by the balance of hard work and self-care, they create loungewear that feels as good as it looks. Every piece is crafted in-house, using their highly praised “Magic Fabric,” and their prints tell a story. Slouch Potato is more than just pyjamas—it’s a lifestyle of comfort and fun.

After managing the email marketing account on their own while also handling other aspects of the business, Zac and Joel were eager to hire a professional email marketer to enhance their results. Following a brief conversation, it became evident that the account held significant potential for boosting revenue and retaining their existing database. With the foundational elements already established, my goal was to elevate the account by introducing advanced flows, enhancing segmentation, and creating cleaner, more streamlined campaign designs.

THE CHALLENGE

My Framework

My mission is to help accelerate the growth of eCommerce brands by, carrying out a full audit of the email account, overhauling the current strategy, creating an action plan, implementing new designs, analysing and optimising and repeat.

With Slouch Potato, I started by completing a thorough account audit, which covers an in-depth overview of the brand's last year of sales data. When completing this step, I pay great attention to key data such as conversion rates, AOV, returning customer rate and site traffic.

I’ll review key account metrics such as % of revenue from emails and SMS, open & click rates across campaigns and flows, opt-in rates etc. Before deep-diving into each area, offering critical recommendations throughout flows, campaigns, opt-ins, onsite changes, third-party apps & much more!

I then move to my framework's strategy and action plan side. I’ll build complex and advanced flows and opt-ins that incorporate extensive A/B testing from the ground up. Followed by quickly acting on implementing designs to help our clients achieve an ROI as soon as possible.

Each month, I create all campaign strategies for execution and review all of the data and results. This helps me continually optimise and tweak my work to gain better performance for my clients.

The results

Within the first few months, online revenue increased dramatically and attribution has stayed consistently between 50-60% from email & SMS. I continually optimise and add new flows to the account; generating further revenue each month.

As a result, these are the numbers we obtained:

YTD (Jan 2024-Sept 2024) Revenue is up 79% with email & SMS attribution up to 51.24%

Flows 200% Up vs same period last year

Campaign Open Rate 43.5% - Up 20%

Flow Click Rate - 3.63%

Sign Up Form - 4.74% Submit Rate

online revenue attributed to email and SMS. Up 79% YOY

200

online revenue from automated flows vs 2023

open rate for campaigns YTD