About the Brand
Eagle Creek is a company focused on providing versatile and quality gear for anyone’s next travel destination. A company focused on sustainability and encouraging the customer to #FindYourUnknown
Eagle Creek needed a solution for quickly generating incremental revenue to meet ambitious year-over-year growth goals – a challenge given their long purchase cycle and anticipated seasonal slowdown during the first half of the year post-holiday. Together with the Eagle Creek team and Email technology partner, Bluecore, we identified Email as an opportunity to drive immediate revenue impact.
Through a combination of Blue Moon Digital strategic support and powerful Bluecore technology, we worked with Eagle Creek to build a personalized Email program for behaviorally triggered emails and supplements to batch sends. Blue Moon Digital suggested additional campaigns such as price drop and post-purchase, increasing monthly campaigns from an average of seven to eleven site behavior campaigns over the course of six months.
Blue Moon Digital also leveraged Bluecore to refine the audience strategy. The new segmentation strategy also incorporated more personalized messaging, including sending reminders around promotions to likely buyers and last-chance messaging to include relevant product recommendations.
INCREASE IN AVERAGE MONTHLY REVENUE YTD
INCREASE IN BLUECORE’S CONTRIBUTION TO REVENUE
INCREASE IN OVERALL PROGRAM CONVERSION RATE YOY FOR JUNE
By implementing Bluecore and adding supplemental sends to support promotional periods, average monthly revenue improved 2x YTD.
Bluecore’s contribution to revenue has improved from an average 30% in February 2019 (start date) to 53% in September 2019, a 78% increase.
Bluecore Revenue contribution has gradually increased each month since launch, up 42% from February according to Google Analytics.
Though the brand now sends more emails, each send is more strategic and impactful. Average conversion rate remains strong and consistent for triggered emails, and overall program conversion rate improved 24% YoY for the month of June.
“Our experience with Blue Moon has been nothing short of phenomenal . . . The Blue Moon team helps us track to the KPI’s that matter most to our business, while also keeping the overall experience of our consumer as a top priority. We have overcome a challenging re-platform and ESP migration with the help and support of the BDMI team. I feel confident committing to growth of our email channel having such a suburb team supporting us”
– Rosie French, Ecommerce Manager, JanSport/Eagle Creek