Gump’s

• Email Marketing Project Management & Strategy

A Strategy for All Seasons

Started in 1861, Gump’s has seen its share of changes over the years. It has constantly evolved its business model, but one thing has remained constant — a devotion to exquisite craftsmanship and elegant design. Marketing is a reflection of that brand promise, requiring an elevated aesthetic and technical sophistication.

During the relaunch of their iconic San Francisco storefront, Gump’s wanted to start fresh with a focus on anchoring their digital presence in a robust email marketing program. Beginning in Q1 2020, I have collaborated with the Gump’s team to develop an efficient, cross-functional workflow that allowed us to add automation, thoughtful, branded designs, and ongoing measurement - all resulting in huge revenue gains.

With an older email list and a brand new internal marketing team, we started from scratch to define style, structure, and strategy. Through a combination of industry best practices and client vertical specific testing, we arrived at a series of email formulas that embraced the complexity of the medium and the essence of the brand. We also worked together to create a quality check process and meeting cadence that worked for everyone and kept all of the details organized.

Strong Email Performance: The Gift That Keeps on Giving

• 29% eComm Revenue Generated by Email

• 6x Revenue Increase (Feb. 20 vs Oct. 20)

• 5,000+ Transactions Driven

• 460,000 Website Sessions Generated

• 13% Email Revenue Generated by Automated Flows

• 1.06M Website Sessions Generated by Email Traffic

Print Meets Digital

One of the historic cornerstones of the Gump’s business has been its catalog, published seasonally, that contains the newest and finest in jewelry, home décor, entertaining, and gifting items. To amplify the impact of the catalog, the email content calendar reinforced catalog releases with emails curated to tell delightful stories and highlight unique products. For spring, summer, and fall season in 2020, the email channel is directly attributed to 45% of total web-based revenue.

Set It And (Mostly) Forget It

In addition to campaigns featuring seasonal trends, automated email flows are a key component in the Gump’s strategy for maximizing email channel revenue accounting for 20% of total email revenue March - October 2020. Balancing brand voice and technical best practices, we designed and implemented email flows for Welcome Series, Customer Thank You, Abandoned Cart, and Browse Abandonment emails.

Serving as a gracious introduction to the Gump’s brand, The Welcome Series combines storytelling, introduces brand characters, and deftly integrates shopping opportunities and promotional codes without broaching good taste. All of the flows created for Gump’s leverage dynamic digital product feeds to keep content fresh and relevant to the recipient. And to keep things organized, we implemented a changeover process to correspond with the launch of each new catalog, ensuring our email flows are never “last season.”