Driving Over 38% of CRM Revenue Through Strategic Brand Partnerships
Our client Bulldog Skincare partnered with exercise tracking champions Strava to engage fitness enthusiasts by offering a discount code to users who completed a Strava fitness challenge. We helped Bulldog design and execute a CRM-driven campaign aimed at strategic customer acquisition, boosted CRM revenue, and strengthened brand loyalty through custom email workflows.
Key Challenges
Customer Awareness
While loyal customers were familiar with the recurring Bulldog x Strava partnership, new customers were often unaware of it. Ensuring visibility of the campaign and educating new participants were key hurdles.
Email Engagement
Many customers overlooked the initial email containing their discount code after completing the Strava challenge, which led to missed opportunities for conversions.
Balancing Promotion and User Experience
The campaign needed to promote Bulldog Skincare’s products effectively while avoiding an overly pushy tone that might deter customers from engaging.
The Solution
Strategic Messaging
We helped Bulldog utilise newsletters and clear website banners to announce the partnership and educate both loyal and new customers about the campaign. This ensured better visibility and participation.
Enhanced CRM Workflows
We implemented a follow-up email strategy for participants who had not redeemed their discount code. By placing the discount message prominently at the top of the email copy, we ensured it captured attention and drove conversions.
Streamlined Design
We recommended focusing the follow-up email on delivering the discount code clearly while offering links to various product collections on Bulldog’s Shopify store. This avoided pushing specific products, creating a non-intrusive experience that resonated with customers.
The Results
The Strava email workflows contributed 38.7% of total CRM revenue for September 2024.
Overall, 15% of total D2C revenue for the month was attributed to sales from Strava email campaigns.
The follow-up email alone drove 29% of CRM revenue for the entire email campaign, proving its effectiveness in re-engaging customers who had initially overlooked their discount code.
By offering links to multiple product collections rather than focusing on individual items, we helped Bulldog successfully increase site exploration without overwhelming users.
