Industry
Fashion & Apparel
over 6 Months
The Challenge
Gravity Defyer (G-DEFY), a shoe company providing comfort and support for everyday activities, was facing several challenges with their email marketing efforts, including:
- Re-engaging inactive customers,
- Regularly updating and cleaning their mailing list, and
- Effectively communicating their product’s unique benefits and technology
Acknowledging their need for an upgraded, more focused email strategy to overcome these challenges, the G-DEFY team partnered with DIDO Agency with one simple goal:
Better captivate the attention of G-DEFY’s customers by showcasing their extensive, high-tech offerings with more enticing, engaging email marketing.
Our Strategy
We knew that improving G-DEFY’s overall email marketing would also help solve the brand’s initial challenges, so we launched right into the following improvements:
- Cleaning and strategically segmenting their email list,
- Redesigning website pop-ups to improve the email sign-up process,
- Optimizing and improving existing flows (especially for re-engagement), and
- Creating more educational content to deepen customers’ perception of brand value.
Because G-DEFY’s overarching goal for their email marketing strategy is maximizing customer engagement and enhancing conversion rates, cleaning their list was an obvious first step. By removing inactive, duplicate, or invalid email addresses, we ensured that G-DEFY’s emails are reaching the right people’s inboxes.
From there, we started planning our redesign and optimization process for all of G-DEFY’s existing flows and website pop-ups.
Our content upgrade efforts were guided by three main goals: capture leads, convert browsing sessions into sales, and encourage repeat purchases from existing customers. To accomplish this, we explored G-DEFY’s existing customer data, analyzing purchasing history and behaviors to help guide our new segmentation strategy.
We then used these segments to guide our revitalization of the brand’s pre-purchase, post-purchase, and cart abandonment flows (among others), reworking the content and design to maximize conversions from these specific audiences.
The same data helped our team plan various independent, highly-tailored campaigns throughout the year, based around holidays, events, and offers we knew would resonate with G-DEFY’s audience. This was part of our strategic plan to foster long-term loyalty among the brand’s customer base, creating a continuous engagement cycle that reached people at every stage of the customer journey.
Our Process
Pop-ups
Our team redesigned and optimized two website pop-ups for G-DEFY.
During implementation, we ensured that both pop-ups appeared at optimal moments during the browsing experience, offering enticing incentives when they mattered most.
We also made both pop-ups incredibly easy to take advantage of — all we ask for is an email, so users don’t have to jump through hoops or give excess information to reap the rewards.
Our approach to the pop-up’s design and copy was clean, simple, and straightforward. The design is visually appealing and eye-catching without being overwhelming, while the copy is clear, concise, and directs to the call to action.
Ultimately, both pop-ups were crafted to capture interest and convert visitors into subscribers — two things we accomplished with this redesign and optimization.
A homepage pop-up inviting users to join the G-DEFY Club, offering a 10% discount on their next purchase, and highlighting images of best-selling shoe styles.
An exit intent pop-up promoting an exclusive 10% savings on new subscribers’ orders, driving sales by featuring a range of G-DEFY’s unique benefits.
Email Design
Before working with DIDO Agency, G-DEFY’s email design was plain and incredibly text-heavy, two features that aren’t often effective for fashion and footwear brands.
Our team revamped G-DEFY’s emails, switching to a highly visual design with an engaging, user-friendly layout. Where the brand’s early emails featured basic imagery and simple discount reminders, our new designs incorporated high-quality product images, leveraging vibrant colors and clear typography to grab (and maintain) attention. We also crafted more strategic calls to action and increased the number of times they appear throughout the email.
G-DEFY’s updated emails better demonstrate the brand’s unique selling points, blending promotional offers with product education in a format that hooks customer attention and drives conversions better than before.
Casual Shoes Campaigns
While G-DEFY sells an impressive range of shoes, sandals, and boots, their casual styles are arguably their most popular. To draw more attention to the brand’s best-selling footwear — and their unique features — we designed a two-email “Casual Shoes” campaign for G-DEFY.
The first “Casual Shoes” email was centered around a 25% discount. We used the banner to draw immediate attention to the discount while keeping the rest of the email clean and visually appealing. The design highlighted high-quality images of G-DEFY’s casual shoes, while the copy emphasized the brand’s differentiators (like comfort and support). Our calls to action encouraged recipients to take advantage of our limited-time deal.
The second “Casual Shoes” email focused on an elevated discount of 30%. The second email leveraged a bolder, more vibrant design, featuring dynamic images of models wearing G-DEFY shoes. The layout and copy emphasize the significant savings, with a prominent discount code and call to action to use the discount now. We also highlighted key products for men and women, aiming to drive conversions with eye-catching imagery.
Memorial Day Campaigns
Because Memorial Day is a long weekend in the United States, our audience is off work (and likely scrolling through their phones) for an extra day. We took advantage of that extra day to launch a strategic Memorial Day sales campaign for G-DEFY.
The first “Memorial Day” email offers a simple 30% discount on orders over $150. This email features a patriotic theme, highlighting G-DEFY’s vast selection of athletic shoes, casuals, boots, and sandals. We combined high-quality images and compelling calls to action to showcase this offer’s substantial savings, encouraging customers to make a purchase (and do it soon!).
The second “Memorial Day” email offers up to $50 off with a tiered discount. This email features dynamic images of shoes “in action,” emphasizing specific G-DEFY categories like men’s and women’s shoes, sandals, and athletics. Our goal with this email was to increase engagement and drive sales over the holiday weekend, which we successfully met through this email’s enticing discounts.
The Results
The Feedback
10/10
Layout design: main offer, products, body content and footer look & feel
10/10
Banner design: how well the message gets across
10/10
Product design: how good images and product description work
10/10
After a year of working with Dido Agency, the client's email marketing revenue list has grown by 20 times. The team is dedicated to innovation, shows a problem-solving approach, and stays at the forefront of emerging technologies. DIDO Agency is on top of tasks and delivers work on time.
Anamika Cuba
Gravity Defyer
Used Platforms
