Email Marketing
Gourmet food store

Email Marketing for Gourmet Ecommerce

Market: USA

In this case study, we want to show how we helped to grow the Email channel and made it the third most profitable marketing channel for eCommerce in the grocery niche.

The company was founded in the late 90s with the opening of a local retail store in Manhattan offering goods and souvenirs from Eastern Europe and CIS countries. In 2006 the company rolled out its own website and started to send grocery across the US and Canada. From 2012 to 2014, driven by opening its own warehouses in NY and launching two more online stores, the business was scaling up continuously. 2017 was the point where RussianFoodUSA became the most visited ecommerce among those offering Russian food products in the US.

Channel share growth in sales
Since the beginning of the work, the share of the email marketing channel in terms of sales has risen to 21.44% off all sales. Now, it is the second most profitable sales channel after the Organic search.
For the first seven months of work, Email marketing investments on average pay up to three times back, and at times even higher. The majority of our resources went into content development and newsletter designs.
Email conversion rate (ECR)
The email conversion rate equals to 4.53%, which is twice higher than the average across all sources of traffic.
With the increase of emails number sent per month (from 1–2 to 4–5) we managed to increase the overall number of website visits, retaining the share of active users in a longer-term perspective.
Website visits from email

Livepage team took our email marketing to an entirely new level. Its effectiveness has significantly increased, and sales increased by 2 times. Our weekly newsletter became informative and with an attractive design, it does not leave customers indifferent. In order for our clients to receive a great email, we only need to outline in a few words the topic and associated promo offer, and the Livepage team does the rest. Superb service! Thanks for your work.

Anna Bychkova
Anna Bychkova
Product owner
Russian Food USA newsletter examples
Advice World Maritime Day
Letter 1 Russian Foods USA
Vitamins Autumn Is Coming
Key success factors
Made email communication systematic
We defined the best sending frequency for marketing emails and newsletters so to keep the audience active and to grow a number of sales. Email send time is being synchronized with all the special offers that a company is about to roll out. When newsworthy events take place (Christmas, for example) we do several Email campaigns involving several letters where one core offer is portrayed in different formats through a different time. This is done to appeal to all types of customers with different behavioral characteristics.
Hold an audience’s interest through different types of emails
Using promo emails alone lowers audience activity over time. To avoid this, we used different designs for our promo emails in a high season. In the low season, we boost the demand through content newsletters with recipes, tips & tricks, 'did you know' kind of information on the usefulness of certain types of groceries, news about special events, etc.
Optimized lead collection process on a website, set up an onboarding email series.
We updated a lead-form on a website where a user is offered a $3 bonus discount on the first purchase once they subscribe to a newsletter. We also created a welcome email series for those who have subscribed and made a first purchase. One of the essential factors for email marketing for retail ecommerce is the email list size and how old it is. Triggered emails allow us to involve a new audience in our communications and nurture its interest whilst growing the potential of the email list as a whole. This is the reason why we recommend to introduce an automated email series as soon as possible.

Email Marketing for US Gourmet Ecommerce

US gourmet food online store growth strategy: from actionable SEO techniques to Email marketing.

Our team has been working with the gourmet eCommerce RussianFoodUSA since March 2018. Before our collaboration, the website moved to a new domain and lost about 1/3 of its traffic.

Thanks to the effective SEO strategy and well-timed correction of all mistakes made during the domain change we could reestablish website ranking and traffic. After 5 months of work, the traffic grew by 175% and the transactions increased by 261%.

But we didn’t want to stop here. We just asked ourselves how we could help this business continue growing and increasing sales?

And we found an answer —  Email Marketing Strategy for the gourmet store.

Email marketing strategy for RussianFoodUSA

Previously, the client dealt with email marketing on his own. When we got involved, the first thing we did was brainstorming with the business owner.

We decided to refresh this marketing channel by implementing new design and trigger email marketing campaigns.

Our strategy drove this channel to grow from 8% up to 17% of the compounded project revenue. We reached these results just after the first month of cooperation and have been keeping them on this level for several years.

Read further to find out what helped us to succeed.

Secret strategies of successful Email Campaigns for a gourmet food online store (also applicable to other types of retail businesses)

The success of the Email Marketing channel is closely associated with our main principles of work which we use when dealing with any project:

  1. Unique communication style with customers in Email channel;
  2. Unique and high-quality design.

When starting working on the project we addressed several questions to the business owner:

  • who are your clients?
  • what are customers’ pain points?
  • what inspires them?
  • how do they live?
  • and the most important one: how can RussianFoodUSA make their life easier and gladden people they love?
Email Marketing Strategy for retail gourmet store
International Women’s Day Email Campaign

We found out that his clients are often immigrants who buy Russian gourmet food because they miss their homeland. They’re also Americans who are interested in Russian culture.

More than once, our hypothesis was proved by Google Analytics data. We got the best results when sending emotional and beautifully designed emails featuring local Russian gourmet food. Otherwise, promo codes and coupons didn’t always play an important role in the buying process.

SEO and Email marketing for US Gourmet Ecommerce
Easter Email Campaign

Combining Russian and American cultures in email campaigns

Our client got great results after we had started combining the food cultures of Russia and the US.

Email Marketing for US Gourmet Ecommerce
US Independence Day Email Campaign
Email marketing for US online store
Results of the Independence Day email campaign

The emotion of nostalgia, home-like atmosphere, and good old family traditions are reflected in all our work on this project. The brand got its own remarkable communication style that was warmly received by its audience.


For now, email marketing for a retail store ranks third in the business revenue report and second in the channel conversion rate.

Email marketing results for US retail online store
Email marketing results
If you want to attract customers through Email marketing – write to us, we will help.
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