Flagpoles Etc.
Raising the Flag for Email Campaign Success
Flagpoles Etc is one of the largest manufacturers and distributors of flagpoles and flags in the United States. With an extensive and carefully cultivated selection of the highest quality products, they have an unrivaled ability to customize in terms of size, materials, and other unique requirements for their customers.
Challenges
Flagpoles Etc had not recently prioritized email strategies within their digital marketing efforts because of a lack of prior success. The internal team was inconsistently utilizing Mailchimp to send occasional emails to their existing list of contacts, not fully leveraging seasonal opportunities, list segmentation, or other effective email strategies.
Solutions
A recent partnership with the digital marketing team at Americaneagle.com included an extensive review of existing digital marketing efforts to uncover opportunities offering clear potential. Email stood out as one of the digital marketing channels that could provide substantially higher performance and sales conversions for Flagpoles Etc.
With leadership agreeing that it was a good idea to give email renewed attention and energy, the team proceeded to reimagine email strategies.
The first significant move was to replatform email solutions from Mailchimp to Klaviyo. Known for its superior ecommerce focus, Klaviyo offers more advanced list segmentation capabilities, deeper data integration, more powerful automation, AI tools, and scalability for expected growth.
List contacts were sorted, cleaned, and imported into Klaviyo. The team also developed important list building strategies, such as modifying website contact forms and adding a pop-up promotion with a percentage discount to encourage email sign-ups.
Consistency was at the forefront of improving all email campaigns within Klaviyo. The team shifted to a regularly scheduled cadence that included targeted campaigns to maximize visibility and engagement. A proactive calendar was created with creative messaging for key holidays, like the 4th of July and Veteran’s Day, as well as seasonal opportunities, like back to school.
An automated onboarding and welcoming sequence of emails was also developed. Triggered by the newly added pop-up opt-in, new contacts are now consistently introduced to Flagpoles Etc products and services via these email drip campaigns. Other automations have been created as well, such as personalized abandoned cart emails and post-purchase appreciation flow.
Design updates for all emails have prioritized succinct, quick-hitting messaging with less text. Timely promotion and graphics now efficiently encourage readers toward a clear call to action, which often includes a percentage discount for them. Other design improvements to increase engagement have included eye-catching motion graphics and more use of vibrant colors and images from the website.
Campaign results have shown measurable impact and sustained success. 17% of overall sales are now attributed to email engagement. That is an 86% increase, year-over.
Results
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86%YoY Increase in Email Sales
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17%of Total Sales from Email