Hi, I'm ,
Co-Founder of Lunar Solar Group,
and I really like Email, SMS, startups, & snowboarding.
TESTIMONIALS
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CONSULTATION
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Want me to audit your account? I’d love to. Audits are a flat fee of $500 and come with a scorecard that covers all flows and campaign history along with business insights and all the cool things you need to know. After an audit, you can make the suggested changes yourself or request a proposal to work with my team.
CASE STUDIES
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OLIPOP
SMS Launch Strategy
By incentivizing SMS opt-in, OLIPOP grew its list by 240% in two weeks and created a VIP experience for customers that resulted in the best launch in OLIPOP history.
THE GOALS
- Drive excitement and conversions for the product among most loyal customers
- Increase SMS list size and opt-in
- Create a VIP brand experience
THE PROCESS
Introducing a new product should always be exciting internally and for your customers. New products are a great way to get press and higher engagement from your existing customer base. When we launched the SMS program at OLIPOP we decided it would be an intimate, behind the scenes, first to know community.
The launch of Orange Squeeze gave us the perfect opportunity to raise awareness with existing customers around the SMS program. Two weeks prior to launch, we tapped into the brand’s entire digital marketing ecosystem to drive users to opt in via SMS for exclusive access to the newest flavor. We made sure the messaging was clear that being on the SMS list would be the only way to buy the product when it first dropped. We set up keyword replies around the opt-in points that built hype in the days leading up and dropped the product exclusively on SMS before making the link public.
On the backend, the link we shared via sms was a hidden landing page that couldn’t be accessed from the main site. OLIPOP also hid the product from the collections page so there was no other way to find it without the text link. While some brands might want to push a product launch out on all channels at once for maximum exposure, OLIPOP valued creating an exclusive experience for their loyal customers.
Perk Clothing
EMAIL STRATEGY
After the 2020 Q4 rush, Perk challenged us to revamp their Klaviyo account to ramp up sending while also improving all KPIs well above best practice.
THE GOALS
- Increase campaign sends while maintaining the same revenue/campaign
- Collect more emails on site
- Optimize automation flows
THE PROCESS
When we first started working with Perk, we implemented a standard automation project so they would have a popup, welcome, abandon cart, and post first purchase flows. We were sending one campaign a month with very healthy returns and KPIs and after a few months felt the database was ready to scale up. Typically, we recommend going from 4 emails a month to 6-8 and monitoring KPIs to see how the audience responds. The Perk team requested we scale faster and jump to 12 campaigns a month to hit revenue goals and we were up for the challenge.
We started by taking a 4 month look back at the types of content that performed well and drove high engagement so we could lay out a well balanced content calendar. We tested different types of creative, sendtimes, subjects, and cadence. Within three months we were able to scale from 4-5 campaigns a month to 12 while also increasing the average revenue from each campaign 43%.
Once we had the campaign calendar dialed, we focused on collecting more emails from site traffic. We implemented a few popup creative and timing tests like adding images and questions. We were able to get the form submit rates up about 5% to over 12% monthly averages which greatly increased traffic to the welcome series.
While we were optimizing the campaign calendar and popup, we were also running tests on the automation flows we had originally implemented. With creative and cadence optimizations in addition to the increased traffic from the popup, we were able to get automation revenue up over 135%.Super Coffee
BFCM Email Strategy
Pairing a tiered sale structure to drive higher AOV with a special offer for nonpurchasers, Super Coffee was able to crush BFCM goals.
THE GOALS
- Drive high AOV purchases during BFCM to offset sale amounts
- Incentivize nonpurchasers to try the product then capitalize on subscriber brand loyalty
- Have the highest revenue-generating BFCM period in company history
THE PROCESS
The acronym BFCM might not mean much to the average person but to the DTC marketer, it signifies the most critical period of the year. The launch of a sale too soon could cannibalize margins and dissipate urgency for the sale. On the flip side, the launch of a sale too late might lead your customers to shop your competitors.
A lot of stores run a flat sitewide sale but for Super Coffee we wanted something a bit more sophisticated to achieve all their goals. A simple way to think about segmentation here is that everyone falls into one of three buckets. Never Purchased, has purchased not on subscription, and subscribers.
For subscribers we launched a BOGO sale, this was the best deal in order to garner goodwill and higher purchases from this high CLTV segment. The sale was specifically positioned as VIP only and exclusive to subscribers to make subscribers know that they are appreciated as loyalists. With this offer, Super Coffee’s subscriber base accounted for 25% of it’s BFCM revenue despite being a small percentage of its total email list.
For anyone who wasn’t a subscriber, we started the sale by launching a tiered discount that incentivized a higher AOV than normal. By leveraging flat and simple dollar amounts in the sale rather than percentages, Super Coffee showed customers exactly how much they would save rather than customers having to run a x% off $x calculation in their head.
In the final days of the sale, we isolated anyone who was opening emails but never made a purchase. The tiered sale started at $75, which is a high threshold for a first order so we sent a 10 off voucher off their order. No minimum. The customers were able to try the product with zero downside, many of whom later became repeat purchasers.
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