Driving Customer Engagement with a Welcome Campaign
Boosted customer sign-ups and segmented audiences with targeted content
Generated $135K in the first 12 months, projected over $750K since launch in 2019
Personalized campaigns through demographic and behavioral data
The Challenge
Channel Islands Surfboards faced a challenge with converting website traffic into actionable contacts and nurturing them into customers. The existing approach was generic and did not leverage user data to personalize interactions. The session-to-contact conversion rate was underwhelming, and the company needed a strategy to accelerate customer acquisition and effectively market to its audience.
The Solution
To address the challenge, I implemented a comprehensive e-commerce welcome campaign designed to engage users from their first interaction. This involved adding an email subscription pop-up to boost newsletter sign-ups and grow the contact list. The first automated email featured a 10% discount and highlighted four surfboard types—hybrid, groveler, shortboard, and step-up—to segment the audience based on their preferences. The second email in the series told the brand’s 50-year heritage story and encouraged users to create a profile for personalized product recommendations. By integrating demographic details and tracking user behavior such as CTA clicks and page visits, the campaign enabled more personalized and effective marketing strategies.
The Results
Consistent Revenue Generation: Campaign generated $135K in the first 12 months and is projected to have driven over $750K since its launch in 2019.
Increased Engagement: The first email successfully segmented audiences based on interest in surfboard types, improving the relevance of future campaigns.
Sustainable Impact: The campaign continues to operate as a passive, revenue-generating initiative.
Enhanced Personalization: Users who created profiles received tailored marketing based on their preferences, boosting engagement and fostering brand loyalty.
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