CASE STUDY
Our Client:
Dark Energy is a company that provides power solutions to hunters, military tactical
rugged outdoorsmen and adventurer. Battery banks cable charging cables and other accessories that are along the same lines for survival and just tactical use. They also provide those same solutions for at home more modern looking products for new
technology. Extremely affordable and durable.
It doesn’t matter what devices you have.
Doesn’t matter where you’re at, they can power
whatever device you bring with you in any situation.
The Problem:
When Dark Energy came to Blaze, they knew their marketing was not going well, especially from the email side of things. Noel, the one managing the emails, said it best “our email list is hurting we don’t really know how to fix it.” They were getting revenue from their email marketing, but they knew they had more opportunity there. In other words, the list was big but they weren’t getting much out of it. At the time the revenue from their email marketing efforts was generating about 10% of total revenue.
Solution:
Audit
The first thing that we looked at was the automations that were in place and how often they were sending emails. They were sending one to two emails a week. With seeing that we made our initial goal of getting their revenue from email to 20% of total revenue.
Our first move was to double the amount of emails going out on a weekly basis. To make this happen we structured a promotion schedule to ensure we had seamless progression through each week and to be able to provide value about the products we were selling.
Working with Dark Energy we were able to structure some great offers to help with the boost of revenue.
Doing this we found out that half the list was not engaged. Meaning half the list wasn’t opening the emails being sent out in the last 180 days.
So rather than sending to the entire list we sent to engage segments. We broke out the list to those who engaged 90 days, 30 days, and seven days segments, depending on what the campaign was to increase overall deliverability and, and inbox placement.
Doing this we’re not just screaming to the masses of people that aren’t looking or aren’t even opening the email. The campaign style did change in that first month, a little bit, rather than being super heavy on graphics. We did a mix of images and text more or less trying to see what’s going to trigger that audience to buy.
Testing
We tried a few different things to play on emotion, trying short form copy, trying a little long form copy incorporating products through Klavyio in there as well as different links, etc. There were different styles of email, different arrangements and things to see what would work or what worked best with that audience, because, or that list, because every list in company is different.
Automations
In addition to that, we built out the automation side, the flow side and identified some holes there right away. There were settings that were not correct and just by fixing that we were able to immediately start seeing an increase from those automations.
And then we went to work and built out a new welcome sequence, a new Abandoned cart sequence in a new Browse abandonment sequence that first month.
We incorporated more story into those, especially the welcome sequence. We incorporated more background on the brand and the, the main flagship product.
We based everything in that welcome sequence around the main flagship product, because that’s what the owner wanted to sell first. We included emails around
- Company background
- The why behind the product
- Customer testimonials
- Features and benefits
We gave all the information that someone would need to make a buying decision.
Result:
Revenue from email tripled as a result of the work that was put in.