Doubling channel revenue in 60 days through email + SMS optimization
Scale owned audience through contact capture and maximize revenue through flows
Backyard Discovery partnered with LimeLight to implement full funnel ecommerce marketing. Email marketing was one of the channels that fueled substantial growth.
Backyard Discovery is a leading brand in outdoor patio products and swing sets. They sell through Home Depot, Lowe’s, Amazon, Sam’s Club and other retailers as well as direct to consumers on their Shopify ecommerce store. As their marketing agency, we proposed activating a robust email marketing program to scale their owned audience, retarget shoppers, and drive incremental revenue.
Klaviyo + Retention.com: full funnel campaigns
Backyard Discovery customers have long purchase cycles. Buying a large outdoor structure takes careful planning and research. Customers often research and learn about Backyard Discovery products online and then purchase through a retail partner. This created a huge opportunity for revenue growth through backyarddiscovery.com by activating email marketing. Their existing email marketing platform did not have the features and integrations to drive success, so we helped migrate them to Klaviyo, an email marketing platform specifically designed for ecommerce. To grow their email list and expand their owned audience, we launched a series of highly targeted email captures, segmenting users based on their customer profile and device type. We also integrated with retention.com to acquire anonymous shopper email addresses which we began using through other channels like paid social and SEM. After setting up email captures, we launched a series of workflows through Klaviyo including:
- Welcome Flow
- Browser Abandonment
- Cart Abandonment
- Thank You
- Post Purchase
- Cross Sell
- Win Back
After setting up the 7 core flows, we began targeting active shoppers and subscribers with weekly email campaigns, expanded our flow library, and added segmentation to existing flows.
