Marble Slab Creamery: Using Email Marketing to Raise Product Awareness.
The Opportunity
Brit Edwards, Marketing Manager at Marble Slab Creamery, came to The Inbound Lab hoping to increase cake sales online and boost average check-outs.
Derek Hovinga, Owner & Inbound Marketing Strategist at The Inbound Lab, took this opportunity to put together a complete email marketing audit of their current email and online store platforms and use these insights to create a comprehensive email marketing strategy that would help them better serve their customers and create more efficiencies.
The Solution
After a full audit that included a deep dive into the user experience of Marble Slab’s website, their online shopping platform, and how users interacted with their email newsletters, Derek put together a list of recommendations to help create a better email marketing experience.
Sunsetting disengaged email recipients.
Naturally, with the popularity of Marble Slab, they were bound to have a massive email list. As we know with most email marketing platforms, the more extensive the list, the more it’ll cost you. This included the sunsetting of tens of thousands of disengaged contacts.
Create a full-funnel email flow strategy.
Some may say email marketing is mid-funnel ONLY. But the strategy starts at the top of the funnel.
Top of the Funnel: Derek used data to develop lead magnets to convert users into email contacts. These included social media contests, pop-up offers on the website, user-generated content from happy Marble Slab customers, etc. Then, ensuring segments and tags were created so that Marble Slab Creamery serves them up (excuse the pun) relevant content and offers to folks who intend to buy a particular product while addressing that cakes come in different sizes and can be easily customized online.
Middle of the Funnel: We developed a “Welcome Flow” to start nurturing contacts and generating demand around cakes.
“Emails in a “Welcome Flow” generate 86% greater click rate than one-time sends” - Klaviyo
Bottom of the Funnel: Not only were their recommendations for “BOFU” content in the email flow but also through their online checkout system. We utilized data from the abandoned checkout users to create additional email content to encourage buyers to complete their purchases.
Delight Stage: Once recipients made purchases, emails were sent to get feedback on their experience and to generate more sales, retention and customer acquisition through customer reviews and word of mouth.
Develop email campaigns.
Finally, The Inbound Lab suggested one-time email sends (also known as campaigns) to help push their brand awareness further and create additional touch points. These campaigns focused on flash sales, birthday emails, etc.
“Derek was amazing and so easy to work with. His fresh take on Email Marketing helped us revamp our whole program. Not only that but he helped us to better understand how customers react to our campaigns. The results speak for themselves”