From limited tools to unlimited growth
Before discovering Omnisend, Rachel Riley navigated the limitations of other marketing platforms. They spent years with Constant Contact, but its lack of advanced functionality restricted their potential. A brief stint with Klaviyo offered more tools, but the escalating costs became unsustainable.
Switching to Omnisend was a game-changer. “The platform is so intuitive, and the support we’ve received has been amazing,” shared Jacqueline Love, Ecommerce and Wholesale Manager. “From our success manager to training seminars and playbooks, Omnisend has truly helped us grow.”
Transparency in pricing, paired with powerful features, made Omnisend a natural fit for the Rachel Riley team.
Jacqueline and the brand’s founder Rachel
Automations that drive loyalty and revenue
Rachel Riley fully embraces automation, utilizing Omnisend’s complete suite of workflows. Each automation plays a specific role in the customer journey:
- Welcome series: Introduces new customers to the brand’s heritage and craftsmanship, creating an instant connection
- Abandonment flows: Whether it’s browsing, product, or cart abandonment, these automations convert interest into sales
- Order confirmations: Previously managed by Shopify, this automation was upgraded to Omnisend’s version for greater personalization and revenue tracking
Automation engagement results for the last quarter of 2024
“Our order confirmation automation alone has become a powerful revenue driver, showing us that even post-purchase messages can contribute to sales. But also, we see that overall automations not only drive sales but help us understand what our customers need as well,” Jacqueline noted. “This builds loyalty and retention, which are vital for a brand like ours.”
Omnichannel marketing in action
While email remains Rachel Riley’s primary sales driver, their adoption of SMS and push notifications has transformed their approach to omnichannel marketing:
- SMS: Particularly impactful in the U.S., SMS campaigns — including picture messaging — have achieved remarkable sales results while growing a new audience
- Push notifications: Gaining traction in the UK, these alerts have become an effective add-on tool, supported by a rapidly growing subscriber list
BFCM SMS campaign
“Adding these channels has allowed us to meet customers where they are, enhancing the overall shopping experience,” Jacqueline explained.
Black Friday month: A bold new approach
Recognizing the shift in consumer behavior, Rachel Riley expanded their Black Friday campaign into a full month, starting October 28, 2024. This approach ensured that customers had enough time to shop while creating a steady stream of sales.
By leveraging Omnisend’s reporting tools, the team could optimize their campaigns in real-time. “We monitored the data closely and adjusted messaging and automations as needed,” Jacqueline shared. “It kept sales traffic consistent throughout the campaign.”
Automations set for BFCM period
The effort paid off:
- 48.1% of total store revenue during BFCM 2024 came from Omnisend
- Automations accounted for 46% of Omnisend-driven revenue
- Year-over-year revenue from Omnisend increased by 77.33% compared to 2023
Revenue attributed to Omnisend during BFCM period
Building lasting connections
Retention is a cornerstone of Rachel Riley’s strategy. Omnisend’s tools allow it to create tailored experiences for their customers, from reactivation flows to personalized thank-you messages.
“Our customer reactivation flow has been great for bringing shoppers back, while new ‘thank you’ messaging is helping us foster deeper connections,” Jacqueline noted. “With support from our success manager, we’re constantly refining our approach.”
Looking ahead
Rachel Riley’s journey with Omnisend is a testament to the power of combining tradition with innovation. “It’s all about customer experience and loyalty,” Jacqueline said. “As a childrenswear brand, we have the unique opportunity to turn shoppers into lifelong fans.”