To Date We’ve Seen: 

• 26% growth in SMS campaign revenue
• 50% increase in AOV 
• 25% YOY growth 
• Strong profitability and improved margins on top-performing collections 

Our collaboration with Iced Tea Aesthetics showcases the benefits of a long-standing relationship between client and agency. As we work to help our clients succeed in the Email and SMS Marketing spaces, we are always learning from the results of our work. Alexander Ally, the founder of Iced Tea (for short), has trusted our group from the very beginning with experimenting with different tones for our content on email & SMS, ranging from light humour to eccentricity. 

By Q4 of 2021, Aplo Group had tested Iced Tea’s audience with various types of content that would have a humourous tone.
We started to mirror Iced Tea Aesthetics’s Instagram account’s humour, which heavily resonated with their followers, into our email & SMS content. We noticed how well it would perform on email campaigns, with emails that would display the eccentric tone of the brand having up to 30% more opens and conversions than typical sales emails. This use of humour, however, did not translate as effectively in the SMS realm, as a channel with such a personal reach with the customer does not lend itself (in this case) to the typical humour of Iced Tea Aesthetics.

So, in Q4 we focused on SMS campaigns that would rely on GIFs to provide customers with a preview of the promoted pieces of clothing - this created a growth of 26% in SMS campaign revenue. 

Humour alone is unable to drive conversions for an eCommerce business, which is why we also use a robust segmentation strategy for our email campaigns for Iced Tea Aesthetics. In Q4 we were able to leverage historical data to send the right emails to the right customers during the noise of the busiest time of the year, Black Friday. We created segments based on customers’ engagements with different clothing collections thanks to our email and website data from the previous months.

By sending the customer the content that they truly care about during Black Friday, we were able to cut through that noisy period with relevant emails that would have over 50% more conversions than emails with broader audiences.

We are eager to keep up the good work in 2022, using historical data of what customers are interested in to generate revenue for our client while giving customers the content that they truly care about (and one that can make them smile!).

Iced Tea Aesthetics faced challenges on Facebook paid ads at the turn of iOS14.5 updates. At the time, it seemed like many existing cold and retargeting audiences simply weren’t performing as strongly as they used to.

To solve the problems associated with the iOS update, the ad account required campaign restructuring towards broader audiences. We started by cutting many underperforming lookalike audiences and interest-based audiences. After this, we looked to combine some remarketing audiences, especially ones that were smaller in audience size as stand-alone ad sets. 

This new campaign structure created a strong foundation for us to continuously test offers, collections, and manage budget allocation in this new advertising environment. With this new set-up, we steadily identified new top-performing designs paired with their corresponding top-performing audiences. Aside from optimizations on the ad account, testing different sale offers through the months, implementing strategies to increase AOV, and identifying key moments to scale our budget allowed for over 20% in YOY revenue growth and a 50% increase in AOV. This was achieved while maintaining strong levels of profitability and improved margins on several top-performing collections.

Iced Tea Aesthetics is entering 2022 in a very strong position on all fronts.