Client: Mammutmarsch
Industry: Outdoor Events Organization (Hiking)
ESP: Klaviyo
List Size: +60,000
Mammutmarsch is a well-respected brand known for hosting hiking experiences that cover distances from 30km to an impressive 100km throughout Germany and neighboring countries.
It has been operating for over a decade and has built a strong and loyal customer base.
Some fans are so devoted that they’ve even tattooed the Mammutmarsch logo on themselves.
However, on their email marketing channel, we noticed a concerning trend.
The revenue generated from email channels showed a decline, falling below our expectations and lagging behind other performance metrics.
Mammutmarsch, known for its loyal fanbase, surprisingly struggled with its email performance.
Despite email being a key channel in their digital marketing strategy for customer retention, especially for repeat buyers and engaged audiences, it became clear that something was wrong.
After conducting an investigation, we identified a specific issue that was contributing to the underperformance: list growth.
Although we had a substantial customer database, a significant portion of it lacked explicit consent to receive emails.
This presented a challenge as it hindered our ability to actively engage with these profiles, thus impeding our capacity to generate revenue from this untapped segment.
In response to this challenge, we implemented a series of strategic initiatives to address the issue.
To rejuvenate their list growth, we implemented 3 key strategies:
#1 Checkout Page Subscription Option: We created an option for potential customers to subscribe to the email marketing on their Checkout Page. This allowed us to collect valuable consent data.
#2 Newsletter Sign-Up Form: We introduced a sign-up form to entice new prospects into joining Mammutmarsch’s newsletter.
#3 Tailored Pop-up for Existing Customers: We crafted a separate pop-up that specifically targeted the existing customers who hadn’t given consent yet.
Within 6 months we were able to increase the size of the consented profile list from just under 30K to 45.6K, without even using any advanced features.
Important to Note:
We also chose not to employ a financial incentive in the Welcome pop-ups as it did not align with the brand’s strategy and target market. Instead, we opted for educational materials as the incentive. While this may not perform as well as discounts, it still managed to attract a substantial number of subscribers and, ultimately, generate revenue.
So what was the game-changer here?
The game-changer was the continuous optimization of the pop-up through A/B tests which aimed at improving submission rates. The most successful strategy that emerged was incorporating a pre-engagement screen within the pop-up, featuring three call-to-action buttons:
By using the “Save For Later” button we offer a lesser commitment option – which played a pivotal role in getting more users to click.
Next, because of the psychological principle of consistency, more users felt inclined to complete the sign-up flow.
This strategy doubled the submission rate of the pop-up from 2.19% to 4.32%.
Mammutmarsch benefitted significantly from effective campaigns, as they were heavily influenced by upcoming events and their dates.
To increase the email campaign revenue, we focused on refining and optimizing it. We established a consistent sending cadence and increased campaign frequency. Additionally, we implemented a segmentation strategy to avoid oversaturating unengaged segments.
By delving into customer behaviors and conversion trends, we identified the optimal timing for event promo campaigns for this target market. This strategic approach ensured that our messaging reached the right target audience at the right time.
Our combined efforts in list growth and campaign optimization led to substantial increases in key performance metrics:
Once the pop-up was optimized, we then delved deeper and focused on these four key aspects:
#1 Loyalty Program: Introduced to incentivize repeat purchases. Mammutmarsch recognized the value of rewarding loyalty and introduced a robust Loyalty Program. This initiative not only delighted existing customers but also served as a powerful motivator for repeat purchases, having a significant impact on sales and overall revenue surge.
#2 Personalized Retargeting Flows: We prioritized crafting content that catered specifically to the needs of both potential and existing customers, aligning with their distinct paths. Through the implementation of Personalized Retargeting Initiatives, we ensured that every individual received personalized content tailored to their journey, ultimately driving stronger engagement and facilitating greater conversion rates.
#3 Revamped Post-Purchase Flows: With the introduction of additional features aimed at improving interaction and income, the Post-Purchase Flows underwent strategic adjustments. These changes contributed to Mammutmarsch’s increased engagement and revenue generation from recent purchasers. This update played a pivotal role in the brand’s journey toward notable achievements.
#4 New Site Abandonment and Winback Flows: Alongside campaign enhancements, we tackled revenue opportunities by addressing new site abandonment and deploying win-back flows. Tailored strategies for abandoned site users and personalized win-back efforts efficiently re-engaged customers and recovered sales, contributing significantly to revenue growth.
The results speak volumes:
Not quite.
We’re thrilled with our collaboration thus far and have already shifted our focus to:
While we’re observing positive results, it’s crucial to acknowledge that email marketing is an ongoing process with opportunities for even better outcomes and increased earnings.
If you’re interested in achieving similar success and would like to explore working together, don’t hesitate to reach out.
We can schedule a commitment-free call to discuss whether we’re a good fit and see how we can help you reach your marketing goals.
If not, we’re happy to recommend another agency that might be a better match.
If things look promising, we’ll start by doing a Klaviyo audit to thoroughly review your current email strategies.
And if you’re pleased with our findings (and we’re confident you will be), we’ll formalize our partnership with a monthly service agreement, and you’ll begin payment only after the first month of working together.
Here’s to the potential of a fruitful partnership ahead!
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