CASE STUDY: Lavinia Lingerie Snags 3,257 Email Subscribers in 160 Days

by Jeremy Wallace on January 21, 2015
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Lavinia Lingerie’s homepage

Lavinia Lingerie is a Virginia-based business that sells European-inspired lingerie to customers both online and offline.

Lavinia promotes its products under the idea that feeling and looking great can be empowering, no matter the purpose.

Like many web-based businesses, Lavinia identified email marketing as a core revenue driver; specifically sending offers to existing customers via email.

Armed with this knowledge, Lavinia set out to increase their base of email subscribers, and decided to test the effectiveness of an exit popup on their product pages.

The exit overlay incentivized email signups by offering an immediate 20% discount to any user willing to leave their email address. Here’s a screenshot of the exit popup:

Lavinia’s exit overlay

To convey the offer clearly, the marketing team made sure the text used a high degree of contrast. Contrast is important to any exit popup or landing page, since the message needs to get across in the precious few seconds a prospect will afford their attention.

Lavinia’s exit overlay—activated when users began to abandon the homepage without purchasing or signing up for offers.

Given the high lifetime value of a customer’s email address, the marketing team considered a one-time 20% discount to be a small sacrifice.

To maximize exposure of the offer, Lavinia placed the exit popup on product pages throughout the site, with the hope of capturing emails from low-converting segments such as social media.

This hypothesis proved correct: in just over 5 months, Lavinia’s exit popup captured 3,257 new email subscribers—more than tripling the company’s total number of subscribers.

The campaign produced 15 to 20 new email subscribers on a typical day

In simple terms, Lavinia grabbed 3 new email subscribers for every 115 users that abandoned the site.

With 2.59% of abandoning visitors choosing to leave email information, Lavinia has vastly improved its email marketing reach, and is gleaning value from what was otherwise a useless stream of abandoning visitors.



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