Ignik Outdoors
Email Strategy Success
The Challenge
Ignik Outdoors wanted to take their email marketing to the next level but
needed expert guidance on technical functionality and audience strategy.
They faced challenges with email deliverability, segmentation, and lifecycle automation. While segmentation was in use, it lacked a cohesive strategy. Some subscribers had gone long periods without receiving emails, while others were
being over-mailed, leading to inefficiencies in their outreach.
Labyrinth’s Services
- Reporting & Performance Insights
- Email Program Management
- Dashboard Management
- Analytics & Strategy
The Solution
Labyrinth Digital conducted a comprehensive audit of Ignik’s digital marketing strategy and identified key areas for improvement. From there, we developed a cohesive, results-driven email strategy to improve audience optimization and drive revenue.
- Implemented Key Email Lifecycle Flows: We started with documenting what was in place and what wasn’t, then over the course of 3 months made playbooks for improving and implementing all the flows. We prioritized, outlined, and implemented individual strategies for all essential email flows driving 41% of total email revenue for the year.
- Increased Deliverability: Re-integrating a long-term unmailed audience required a detailed re-engagement plan deployed over 3 months to ensure no negative impacts to deliverability. Advanced segmentation and strategy lead to increased deliverability in time for holiday campaigns leading to top performance.
- Customized and Maintained Email Segments: We leveraged segmentation and logic throughout the email program to customize communication based on product preferences, past engagement, and predictive modeling.
- Performance Dashboard Management: We created and maintained a real-time performance dashboard, ensuring transparency and allowing Ignik to closely track key metrics.
The Results
Within just a couple months, Labyrinth Digital successfully increased email revenue and improved ad performance. Email revenue increased 59% YoY and new email flows drove a 137% increase YoY. After flows were implemented in the second half of the year, revenue from flows tripled.
Our strategic dashboard management provided clear insights into campaign performance, ensuring transparency and continuous improvement. These efforts not only positioned Ignik’s email program for sustained success but also created opportunity for continued incremental growth and shone light on opportunities within the overall marketing strategy that will carry into next year’s strategy.
+37%
Increase in Email Revenue YoY
+176%
Increase in Flow Revenue PoP
Ignik Dashboard Samples
Labyrinth’s Services
- Reporting & Performance Insights
- Email Program Management
- Dashboard Management
- Analytics & Strategy
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