MRO Stop
Email Campaigns Lead to Online Sales Success
MRO Stop is a leading B2B online industrial distributor that supplies essential components to keep businesses running, specializing in hydraulics, pneumatics, filtration, lubrication, and electrical parts. MRO is an acronym for maintenance, repair, and operations. They offer a vast product inventory backed by a respected reputation across the U. S. and internationally for deep product knowledge, support, and technical expertise.
Challenges
Email campaign performance for MRO Stop had grown stagnant. The internal marketing team is not a big one and wears many hats. They had found themselves struggling to make email marketing a consistent priority, leading to infrequent sends, limited list management, and minimal subscriber growth. The marketing team aspired to reignite email strategies and implement more advanced automation and segmentation. Improvement to email campaign reporting capabilities was also needed to more confidently inform and refine ongoing strategies.
Solutions
MRO Stop chose the digital marketing practice at Americaneagle.com to partner in optimizing high-performance email campaigns. The initial step to set the foundation for success was switching email platforms from Mailchimp to Klaviyo. Highly regarded by ecommerce brands, Klaviyo provides more email campaign capabilities and features, like improved segmentation, deeper data integration, advanced automation, AI tools, and confident scalability.
List quality soon proved to be a barrier to email campaign opportunities. A custom integration between Klaviyo and MRO Stop’s ecommerce platform, Oro Commerce, provided an extensive, but not entirely up-to-date or clean, customer list. After observing low open rates, click rates, and high bounce rates during the initial warm up sent to a cleaned-up version of that customer list, the team decided to halt broadcast email. Instead, the team focused entirely on building a segmented campaign strategy with targeted messaging through automations.
Automated email campaign flows were creatively developed and launched, such as a welcome series triggered by website sign-ups and a two-step abandoned cart sequence. These new campaigns included additional incentives, such as 10% savings, as well as educational content about their popular brands, products, and new options. The team continuously optimized these email automations through A/B testing, responsively adjusting campaign messaging and cadence. Seeing clear success, the team created additional email campaigns to be triggered off of other key website activity, like a post-purchase campaign, which added attractive incentives for repeat customers.
Success metrics are now thoroughly tracked in the Klaviyo implementation and reported, including clear percentage gains and revenue attribution. Performance is reviewed biweekly with MRO Stop. Quarterly business reviews (QBRs) focus on engagement, revenue, sign-ups, and contact growth, with a relentless emphasis on refining email strategies to maximize performance.
Email campaign efforts accounted for approximately 10% of MRO Stop’s overall sales in the first year, which is a significant increase. Because sales attributed to email were nearly nonexistent before this partnership with Americaneagle.com and Klaviyo, the leadership team is recognizing and celebrating all of these recent gains as net new revenue.
Results
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10%of Total Sales Revenue from Email Marketing
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6.6%of Total Orders from Email Marketing