Case Study

2XU Achieves +144% Growth YoY for Email

Established in 2005, 2XU is a prominent leader in compression wear internationally, known for their range of high-performance activewear and accessories.

PARTNER SINCE

April 2023

REGIONS

Australia

SELLER CATEGORY

Compression, Fitness & Workout Gear

Performance

+11% YoY increase in Placed Order Rate of automations

Pattern built out a robust strategy which recommended personalised communications at every stage of the customer journey.

+44% uplift in pop-up submission rate

Achieved through AB testing, which resulted in a +28% increase in new sign-ups WoW.

+144% YoY increase in email channel revenue

From taking on the recommendations put forward in the CRM audit, the AU market saw a strong uplift as their key market.

Our Approach

Pattern’s approach started with auditing 2XU’s existing CRM landscape, and identifying growth opportunities for the brand. These acceleration tactics included the launch of SMS, building out automations and new acquisition initiatives.

AUTOMATIONS & FLOWS

By examining 2XU’s existing flows setup, Pattern identified ways for the brand to increase their automated revenue through new trigger opportunities and optimisation of existing communications such as conditional splits and personalisation.

SEGMENTATION

Pattern recommended a robust segmentation strategy for targeted communications. This saw a -9% decrease in Unsubscribe Rate and +10% uplift in Click Rate YoY.

DATABASE GROWTH

2XU has driven sustainable growth of their database, increasing it by +21% YoY, through the optimisation of their on-site popup forms, refer a friend competitions and paid lead gen.

LAUNCHED SMS

Pattern recommended that 2XU add SMS to diversify their communication opportunities. Pattern helped launch SMS marketing in their AU and US markets across campaigns and flows driving incremental revenue to the online store.

Results

2XU engaged Pattern for a strategic retainer, to execute the recommendations put forward in the CRM audit and strategy.

ACQUISITION INITIATIVES DRIVING INCREMENTAL DATABASE GROWTH

INCREASED AUTOMATED REVENUE THROUGH NEW FLOWS AND OPTIMISATIONS

IMPROVED DELIVERABILITY AND DATABASE OPT OUTS THROUGH EFFECTIVE SEGMENTATION

UPLIFT IN CLICK RATE AS A RESULT OF RIGOROUS AB TEST

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