ROLL RECOVERY
Email Marketing
The Overview
ROLL Recovery is an innovative brand that makes athletic recovery products and deep-tissue massage tools. Over a decade, they built their brand and grew a dedicated following of athletes from the everyday athlete to Olympians and elite professional athletes.
As they grew, their focus on email marketing had come and gone. At the point we engaged, they were struggling with 4 main items:
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- They had little to no customer segmentation with a customer list approaching 100,000.
- They sent emails out their entire list causing deliverability issues, ending in spam boxes.
- They only had a basic setup with their opt-in form and flows, missing out on incremental revenue and an opportunity to build a bond with their customers.
- They lacked a clear ongoing email plan.
- Their emails lacked the same level of design standards as the rest of their brand.
The Solution
After identifying the major issues ROLL experienced with their email, we found the right resources to overhaul ROLL’s email marketing completing the following:
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- Created customer segmentation lists based on engagement and past behavior and removed inactive and old customer profiles.
- Carefully improved email deliverability rate by sending email campaigns to only engaged customers. Once we received improved metrics, we broadened our reach and increased the audience size.
- Created and implemented a new pop-up opt-in that immediately increased opt-in rates +153% from 3% to 7.6% with a more compelling offer.
- Created multi-part welcome, abandon, post-purchase, cross-sell, and win-back flows focusing on increasing revenue and creating content that showcased ROLL Recovery and their brand to create a stronger connection with their customers.
- Developed a monthly and weekly email campaign strategy to connect with the ROLL customers consistently and drive revenue.
- Oversaw a new design direction for all emails that reflected the same modern, premium, and clean design aesthetic synonymous with ROLL Recovery’s brand.
The Results
In the first 6-months of overhauling ROLL Recovery’s email marketing, we’ve already seen incredible improvements across several key areas.
$215,540
Increased sales by 32% compared to the prior year, driving $200K+ in revenue attributable to email.
+153%
Increased the customer opt-in rate from 3% to 7.69% (+153%) with a newly designed pop-up and offer.
+42%
Grew the email list +42% and +121% with SMS vs. the previous 6-month period.
THE DESIGN
BEFORE
AFTER
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