Beats in the Inbox:
Music Emails that Convert
64%
Increase in Annual Email/SMS Revenue
3.2x
Increase in Abandoned Cart Revenue
173%
Boost in Click Rate
Lofi Girl, a popular French record label and Youtube channel, known for its iconic study music live streams, has carved out a unique niche in the world of lo-fi hip hop. Previously relying on a very bare email/sms marketing strategy with no clear automation or campaign plan, the brand sought to increase engagement and revenue while keeping its distinct aesthetic. With a range of products and a streaming platform integration, the challenge was to establish touchpoints that would drive sales and retention. Flypost implemented custom automations, optimized abandoned cart recovery, and developed targeted campaigns, resulting in significant revenue growth and a boost in customer interaction.
The Challenge
Lofi Girl was initially using a basic email provider with no campaign or automation strategy in place. With a variety of merchandise ranging from $15 to $150, it was crucial to establish multiple touchpoints and implement retention strategies such as ongoing campaigns and abandoned cart recovery. Additionally, Lofi Girl utilized a unique integration for their streaming services, requiring custom coding within Klaviyo to synchronize data and streamline communications.
Lofi Girl lacked a lead generation strategy and needed expert guidance to expand their email list. They did not have the appropriate Shopify setup or any signup forms on their site to facilitate list growth.
Given that Lofi Girl's products and services are not typically impulse purchases, ensuring frequent and meaningful touchpoints was essential. Maintaining the brand’s distinct aesthetic and voice throughout the strategy was also a priority.
The Solution
The first major win was developing a 4-email custom abandoned cart series using Klaviyo integrated with Lofi Girl's streaming platform. We A/B tested email layouts and optimized for peak periods like exam seasons and Black Friday/Cyber Monday. This strategy proved effective, generating over $44K+ since implementation.
A notable revenue boost came from the Welcome Series flow, which targeted users who had shown interest by opting into a sign up form. This flow has generated $30K+ since its launch. In 2024, these email automation flows collectively generated $130K.
In addition to automations, sending targeted campaigns to the right segments allowed Lofi Girl to communicate effectively with their audience. Through product promotions, new releases, blog articles, and inspirational content, the brand generated $70K from campaigns alone last year.
“Flypost transformed our merch and vinyl sales – seamless, effective, and on-brand!”
Alex, Marketing Director at Lofi Girl
Ready for a taste of email marketing success?
If you have any questions, reach out to: dwight@flypost.agency