How about a 179x marketing ROI during low season?
Brand
iKamper is a global rooftop tent manufacturer based in South Korea, with a U.S. presence based out of the Seattle area. They sell a variety of rooftop tents and accessories with an AOV of $3,200.
Problem
They first contacted us in July 2020, a time when people were especially interested in camping due to pandemic lockdown restrictions.
This is what we found:
- They relied entirely on engagement for their segmentation strategy and the cadence of their campaigns was not ideal and they were not using other crucial data like buying behavior, preferences, location, etc.
- They had a very basic flow set up and the copy and graphics looked templated.
- Their retention strategy was lacking. Their product was seasonal and they didn’t have any plan in place for the low-volume months.
Objectives
- Optimize their flows and set the account to successfully deliver timely emails at strategic stages of the customer lifecycle.
- Figure out the perfect cadence/segmentation strategy for their campaigns as well as come up with content that would keep people wanting to interact with the emails.
- Run multiple tests to learn more about their audiences and use the data to offer them customized experiences.
- Design strategies that helped minimize the losses during low season and improve retention.
The Setup
We suggested more advanced flows that would target their list subscribers at specific moments of their customer life-cycle.
For example, we suggested upgrading their Abandoned Cart Flow by creating two branched paths: one for the lower-value carts and another for high-value carts. We’d then offer different incentives to these two kinds of customers based on what they left behind.
The Strategy
First, we conducted a list cleaning to get rid of what we call “bad emails” which may have been affecting their overall email performance.
We also implemented segmentation based on predictive analytics and buying behaviors for the first month, and when winter hit, we introduced segmentation based on location.
We delivered emails to people located in the warmer regions where camping was ideal at that time of the year with content that encouraged them to enjoy the weather and go for an adventure whereas we sent emails to people living in the northern, colder regions letting them know they could still camp with the low temperatures showcasing a winter vibe with tents covered in snow.
The Results
We were able to increase iKamper’s revenue during both their low season and also stayed top of mind such that the high season started earlier and lasted longer.
Before Working
With Us
$ 177,698
Revenue From Klaviyo (17%)
$ 129,700
Flow Revenue (13%)
$ 47,900
Campaign Revenue (4%)
Results after
working with us
$ 1,427,500
Revenue from Klaviyo (57.1%)
$ 847,000
Flow Revenue (33.9%)
$ 580,500
Flow Revenue (23.2%)
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