Case Study: Secretly Store achieves 75%+ email open rates with Mailchimp

The 3 Secrets Behind this Record Label's Impressive Open Rates

Secretly Store, a record label operating an online store and vinyl subscription club, sought to build a deeper connection with its music fanbase and cut through the noise of modern digital marketing. Their challenge was to engage customers in a meaningful way that felt personal rather than purely transactional, all while achieving better results than the music industry's average email open rates.

Using Mailchimp, the store implemented a highly personalized email strategy for its Secretly Society newsletter. The solution focused on writing in a friendly, informative tone like a music fan writing to a friend, fostering trust, and experimenting with engaging content like artist Q&As and exclusive perks. This approach, facilitated by Mailchimp, resulted in consistently astronomical open rates between 50-85%, far exceeding the industry average of 16%, and successfully created a special inner circle for its members.

Secretly Store

Nick Faidley

Secretly Store