Increase in List Size
Increase in Email & SMS Revenue
New SMS Subscribers
Baja Gold Salt Co. is a fast-growing ecommerce brand selling premium, mineral-rich sea salt products. With a highly engaged audience and strong product-market fit, the brand was scaling quickly, but their email & SMS strategy wasn’t keeping pace.
Rapid growth caused a series of new problems. Traffic was increasing, but email & SMS failed to capitalize on it, subscriber growth and list health were at risk, and inventory constraints meant we couldn’t rely on aggressive promotions. Baja Gold Salt Co. didn't’ need more emails, they needed a smarter system that could scale with demand.
Although it’s a proven way to grow email and SMS subscriber lists, Baja Gold did not want to offer a welcome discount as part of their acquisition strategy. Our team collaborated with the client to develop a giveaway offer for the on-site popup as a way to encourage list sign ups, and this strategy proved to be highly effective. Every month a new giveaway winner is announced, which keeps existing subscribers engaged AND offers an incentive for new subscribers to sign up. From February to June, the average popup submission rate for the giveaway was 11.4% on mobile, and 14.2% on desktop. Even with a period of aggressive list cleaning to remove bounced or unengaged subscribers, Baja Gold Salt Co. still saw subscriber growth increase by 660%.
Although initially hesitant, the client agreed to begin sending SMS campaigns after seeing the success of our email strategy. SMS is an intimate and personal method of communication, and the brands that win are the ones that feel human, not automated. To maximize on Baja Gold’s SMS potential, we executed aggressive A/B testing strategies, leaned into personality and informality, and doubled down on high-intent triggers like abandonment and win-back flows. Subscribers began flooding in, and SMS performance increased rapidly over the next 5 months. The new SMS strategy worked so well, in fact, that the brand had to pause SMS sending because their stock simply couldn’t keep up with the demand.
Over 5 Months SMS Generated...
$275K
Total Revenue
20K+
New SMS Subscribers
8%
Average Form Submission
Most brands focus heavily on product marketing through their email and SMS campaigns. We build campaigns audiences actually want to read. Rather than sending repeat emails highlight product benefits and features over and over again, our team develop a campaign strategy that was filled with value-driven content. Of the campaigns sent, over 80% shared recipes, education, and lifestyle guidance, all tied back into the brand and their products. These campaigns subconsciously expand the use cases of the product in the minds of customers, and help them visualize their day-to-day life with the product more clearly.
Our campaign strategy also capitalized on untraditional holidays and special dates. We sent campaigns on Earth Day and World Ocean’s Day outlining Baja Gold’s commitment to sustainability, we shared myth-busting education and recipes on April Fools, and each campaign was developed with a clear reason for sending. This type of value-focused campaign strategy repeatedly outperforms basic product sends, and Baja Gold’s top campaigns consistently converted 2X-3X higher than industry average, and drove 67% of total email revenue.
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If you can’t rely on discounts, you need a stronger reasoning to buy. We strategically built this into every flow, ensuring each message was optimized for conversions and brand loyalty. Like with most ecommerce brands, the welcome flow bings in the most amount of revenue. We optimized the welcome flow heavily to include education about the brand, social proof, and additional reasoning to buy (and keep buying). Once users complete the welcome flow, they’re automatically enrolled in campaigns to ensure they get continuous education and value. Our eam also developed a Shopify Integration flow, that triggers when users complete an order on Shopify but don’t sign up for the popup. This is a commonly overlooked strategy, and missing it leaves thousands of dollars on the table. The Shopify integration flow is essential for retargeting and re-engaging previous purchasers, encouraging customers to convert again after placing their initial orders. Additionally, we created a custom flow for users who joined the list via Opensend. This flow was built strategically to educate users on the brand, and encourage them to purchase or continue purchasing new products. Rather than creating a series of un-proven new emails for this flow, our team plugged in the top-performing campaigns to maximize the potential of conversions.
Baja Gold Salt Co’s success highlights that a winning email and SMS strategy isn’t about volume, it’s about developing a smarter acquisition strategy, building intentional messaging, and developing a system designed for scale. Combined with deliverability management and ongoing testing, this strategic approach was the core driver behind Baja Gold’s email and SMS success.
Before BAD Marketing
20K
Email Subscribers
$132,600
Email & SMS Revenue
0
SMS Subscribers
After BAD Marketing
120K
Email Subscribers
$678,912.34
Email & SMS Revenue
28,517
New SMS Subscribers
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