MyCamicia - Custom Tailored Shirts | +30% AOV & +100% LTV in 3 months

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Key Results

AOV: +31% compared with the previous management

LTV: over 12% (within L60 Days)

Brand description

MyCamicia’s motto is: everyone has the right to a tailor-made shirt and as can be understood from their claim, they sell tailored men’s shirts.

Among the strengths of MyCamicia, there is the possibility of creating a 100% personalized, tailored shirt. Thanks to their Configurator, it is possible to choose fabrics, colors, embroideries, cuffs, collars, and everything customizable on a made-to-measure shirt.

Choose the characteristics, insert your measurements, and your tailored shirt will arrive directly at your home in a few days.

The Initial Situation

When the heads of MyCamicia contacted us in November 2020, the situation was critical.

These are the main problem we encountered after our first call:

Absence of Custom Audiences

There was no campaign structure; the TOFU, MOFU, and BOFU phases were absent

CTR and Outbound Click below our benchmarks

There were no tests on the Audience

There were no Creativity tests to prevent Ad Fatigue - this meant the Audience was always seeing the same image repeatedly

No retention marketing strategies were active

There was a very profitable campaign with more than 3,500€ spent in a month with a high ROAS that stopped working due to the lack of the previously mentioned structure and creativity refresh.

The campaign set-up was totally wrong, with no audience excluded and no age selected. This is another big reason everything lasted one month. In the end, FB was always showing the ads to the same cluster of people. We can notice that even from the frequency at around 3 (if you work with cold, traffic should always stay just above 1).

The main reason for the great result of this campaign was the creativity of a very popular comedian in Italy.

Having campaigns structured with well-defined phases is extremely important; in particular, they allow us to create a precise Funnel, which brings constant results and manages to find new Audiences - so as not to saturate the Audience.

After that first campaign, they didn’t get any more good results.

They tried to keep on with retargeting, which (as expected due to the absence of a custom audience) wasn't retargeting: just a broad campaign that brought 0 sales.

They tried a traffic campaign with new content because of the wrong campaign objective, but they ended with zero sales again.

It is no coincidence that the Sales Funnel only had a 0.79% Conversion Rate in December.

Without a structure, tests, and with “low quality” traffic, it was very difficult to increase profits - keeping Budget Advertising constant.

Among the strengths of MyCamicia, there is the possibility of creating a 100% personalized, tailored shirt. Thanks to their Configurator, it is possible to choose fabrics, colours, embroideries, cuffs, collars, and everything customizable on a made-to-measure shirt.

To conclude, these were the initial data - inconsistent sales with peaks due to strong promotions carried out through other channels - not the best strategy for long-term success (sensible data has been blurred for privacy reasons).

Let’s go 🔥

Facebook Ads and Strategy

We started to make some different hypotheses:

Who is their Ideal Client Avatar? A businessman, sportsperson, or fashion?

What kind of content work best? UGC, details of shirts, carousel, or modeling shooting?

Was their funnel correct? Bottlenecks to be improved.

How could we improve their LTV (Lifetime Value)?

We started with our strategy testing different interests to determine the most responsive Audience.

Of course, we solved one of the problems by building up the correct audiences and with the right campaign structure for testing audiences: A TOFU (Top of the Funnel) campaign was created, excluding the Hot Audience, typically present in the MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) phases.

This is a crucial stage. There is often a tendency not to exclude the Warm Phases (MOFU and BOFU) from the Cold Phase (TOFU). This does not allow us to understand the most profitable interests in the Cold Phase.

We tested around 15 audiences. The results were clear: the most promising audiences were linked to a businessman (e.g., entrepreneurship, Forbes, etc...).

All the other interests didn’t reach our KPIs: Cost Per Acquisition < 36€ and Break-Even ROAS of 1.2.

Going deeper inside the data, we noticed that the most profitable demographics were men 30-45. The answer we gave to the first question was: businessman, 30-45.

Then we moved to Creativity Testing.

We had dozens of contents provided by the eCommerce owner, all about modeling shooting, details of shirts, all with good quality.

We started with these kinds of tests, and you can see them below in the “Creative Approach” paragraph:

Carousel with different details

Model wearing the shirt, with template or sentence on it

Slideshow with shirts

All the results were barely sufficient. Even doing a marketing analysis on their competitor (very few are in this market), they all use the same content and ideas, and I knew they weren’t getting good results.

We decided to move to UGC - User Generated Content. Never seen from any competitors, but we were sure that the missing thing from communications was the presence of people showing the product because the service is an innovation (at least in Italy), and we needed to create empathy and trust.

We selected one influencer from the finance niche, and we made him do amatorial content with creators (unboxing, showing the product inside an office, etc.)

The results were amazing. The CPA went down; inside the TOFU campaign, we could (for more than 8 months) make sales for 20€ on average (16€ below our CPA).

The retargeting phase after the new content started to generate great results with 10€ CPA. In that case, we used contents with reviews for MOFU and discount for BOFU (we will discuss that in the next point).

About their funnel, we spotted their weak point analyzing the drop percentage inside it. The main drop was after the configuration of the shirt: why? You needed to measure yourself with a meter.

That improved the sales and the conversion rate at around 1.53%, from a starting situation of 0.79%, as reported previously. Another weakness we analyzed was the absence of upsells, bundles, or subscriptions that could increase the LTV and AOV - Average Order Value. The initial situation for which it was clear: each customer bought only one shirt.

We also added an upsell during the Purchase phase: cuff link for the shirt, just 10€ more, a good percentage of people are buying it.

Not everybody has a meter at home or the time to do that straightforward shirt’s configuration. The only way to solve it (apart from a good retargeting strategy and automation), was to make people pay before the configuration and let people configure the shirt later.

We added this option (wasn’t compulsory, you can still measure yourself then purchase).

This simple solution solved the problem; more people buy the shirt than they add the measure. Most of the sales keep on arriving during the end of the week where people have time to find a meter and the time to measure themselves.

That improved the sales and the conversion rate at around 1.53%, from a starting situation of 0.79% as reported previously.

Another weakness we analyzed was the absence of upsells, bundles or subscriptions that could increase the LTV and AOV - Average Order Value. The initial situation for which it was clear: each customer bought only one shirt.

We almost doubled it.

How?

The sum of the other improvement we made and a good automation and retargeting strategy.

Our AOV was one shirt, around 60€. For this reason, we have decided to offer Free Shipping for any order over 100€.

We also added an upsell during the Purchase phase: cuff link for the shirt, just 10€ more, a good percentage of people are buying it.

Currently, the AOV is 79€, an increase of 31% than the initial value.

Moreover, the automation and the retargeting made the 12.3% purchase a second or third shirt within 90 days. The result is 104,08€ LTV per user, almost double!

Retention Marketing (Klaviyo)

We all know how important it is to have active Email Marketing campaigns. Among all the tools, it is one of the few, if not the only one that does not rely on a specific platform - such as Facebook or Google Ads.

Unlike Facebook Advertising and Google Advertising, which require large advertising budgets, Email Marketing is a low-cost tool. The only cost to be paid is a small monthly fee to Klaviyo for sending emails and for maintaining automatic flows active.

Those who decide to leave their emails to receive your communications are most likely interested users. Statistically, Email Automation has an average conversion rate of 4%, about double that of Google and four times the organic traffic coming from social networks.

Email Automation allows you to structure targeted messages and send them when a user performs a specific action on the eCommerce. Thanks to this, it is possible to interact with new customers or cultivate a relationship with existing customers, informing them about new offers, promotions, and news.

On Klaviyo, we have the Campaigns and Flows. The first one is a one-time send to a pre-established target group of contacts - think regular newsletters, sale announcements, or promotional sends. A flow is an automated sequence set in motion by a specific trigger and then includes one or more steps. You can trigger a message, or series of messages, based on when someone joins a list, is added to a segment or takes any other action — such as making a purchase or abandoning a cart.

After analyzing the situation, we decided to implement the following Flows:

Welcome Series: a welcome series is a sequence of messages (SMS and email) sent directly after someone signs up to hear from your brand.

Thank you Flows: sending post-purchase emails is essential for growing your brand. They turn a shopper into a loyal and repeat customer.

Experience/Product review Flows: after someone purchases a product, you may want to ask them to write a review about what they just bought. This is a great way to build social proof and drive customer engagement with your brand.

Customer Winback Flows: a winback flow is a series of emails sent to customers who previously engaged with your brand but have not interacted with you for a certain time. This flow is an essential part of customer retention and lifecycle marketing.

Browse Abandonment Flows: browse abandonment emails are similar to abandoned cart emails but are triggered when an identifiable browser visits a product page and does not start or complete a checkout.

Cart Abandonment Flows: Abandoned cart flows are among the most valuable flows for any eCommerce business. They’re a message or sequence of messages sent to someone who added an item to their shopping cart but failed to complete the purchase.

After several weeks of implementing Klaviyo, we began to reap the rewards of the excellent work done.

Investing in Klaviyo was an extremely successful choice; analyzing the results, we can see that 34% of the Revenue comes from Klaviyo himself.

To start our journey with Klaviyo, we created six extremely important and profitable Flows.

There is an extremely specific and structured email sequence within each Flow, specific for MyCamicia.

As you can see from the screenshot, within the email sequence, there are three emails, each of which has two variants. This operation is extremely important as it allows us to understand which email gives us the best results from the first moment.

Once the basic flow creation phase has been completed, we can now focus on two elements: Flow Analysis/Optimization and Advanced Flow Creation.

In the Flow Analysis/Optimization, we are going to analyze:

Open Rates: An open rate is the percentage of people who open your emails. High email open rates indicate that subject lines are working and people want to open emails. Low open rates could mean that subscribers aren’t resonating with subject lines and aren’t interested in opening emails.

Click-Through Rates: CTR is the percentage of people who click at least one link in the email. A high open rate but low CTRs could indicate that email content needs improvement or that emails lack a clear call to action (CTA).

Conversion Rates: Email conversion rates tell how often subscribers turn into customers. After engaging with emails, these people make a purchase or complete an action on site.

Delivery Rates: Email delivery rates are the percentages of people who successfully received the email. A low delivery rate can indicate that emails are bouncing, meaning they are not being delivered to subscribers.

For this reason, what we are going to test is:

Update the Subject Lines: We will conduct A/B testing to identify which subject lines perform best. An email with subject line A is sent to up to 50% of selected contacts, while a second email with subject line B is sent to an equal portion.

After a specified time, the subject line with the most opens is declared the winner.

We repeat the process periodically to find new, more performing Subject Lines.

Switch Up the Content: As with Facebook Ads, creatives play a fundamental role in creating high-performance Email Marketing campaigns that convert one-time clients to recurring ones.

If emails feature the same products repeatedly, subscribers will eventually know what to expect in the next email, and they’ll stop opening emails. In this case, Personalization can boost your email performance by making subscribers feel special.

Experiment with Send Times: While there are guidelines for the best days and times to send emails, the ideal send times for each customer may vary. Subscribers may be more likely to check their emails on a Thursday night instead of a Tuesday afternoon, and we need to test it.

List Cleaning: One of the issues that might lower Open Rates and CTRs is the fact that the list should be reviewed and that the subscribers who don’t engage with emails should be removed.