Kickstarting an agile and sustainable email marketing program with Lunchbox
/ email marketing, platform migration, strategy /
> 20%
Store revenue through email in the first 60 days of launch
> 25%
Kickstarter funding directly attributed to email
Mailchimp → Klaviyo
Seamless platform migration after Kickstarter funded
“The team produced, developed, edited, and engineered the success of our email campaign. They worked collaboratively with our marketing and graphics teams, often going above and beyond the call of duty.”
The Client
Lunchbox - A Kickstarter launched DTC ecommerce company that designs and sells backpacks for niche markets such as music festivals.
The Challenge
Lunchbox had a complex and aggressive pre-Kickstarter Launch email capture and messaging strategy in order to meet their funding goals. They needed to drive repeated awareness and engagement while simultaneously keeping a limited budget and high deliverability.
After the Kickstarter campaign, they then needed to radically change the approach and shift communication to a more standard ecommerce strategy with complex segmentation, all the while transitioning their pre-order, fulfillment, affiliate, and ecommerce platforms as they matured.
The Process
Leading up to the Kickstarter, we worked hand in hand with the Lunchbox team to collaborate on the aggressive strategy, offering segmentation and timing consultation in addition to email execution itself. The aggressive strategy also required focused attention on maintaining good email deliverability for the sustainability of the program, in addition to detailed tagging and segmentation with Mailchimp to identify the lead sources driving the most engaged users, and the ones that were simply adding bloat to the database.
After the Kickstarter, we then migrated them from Mailchimp to Klaviyo, not only to take better advantage of the Shopify integration, but to also set them up for more advanced segmentation in their communication to different personas (first time buyers, event attendees, accessories collectors) and referral/affiliate programs.
Throughout the process, we’ve offered both email creative execution and consultation, but also our advice and input on how best to approach growing email subscriber base, content ideas and strategies, as well as Marketing and Sales Operations advice to continue to scale their efforts.
The Results
Our efforts combined with Lunchbox’s engaging content and subscriber base resulted in nearly doubling their Kickstarter Goal amount, with north of 25% of funding directly attributed to email, and a highly aware and engaged subscriber base.
We then nimbly migrated them to Klaviyo amidst a series of other platform changes, helping to drive 20+% of store revenue through email in the first 60 days of launch, with a steadily growing, healthy subscriber list and customer LTV through email.
