Legend archery 260% revenue growth
Legend Archery is a prominent name in the archery gear space serving both professional and hobbyist archers. Legend Archery creates innovative bow cases, quivers, and accessories for discerning archers looking for high quality archery gear at a great price point. The company has solidified its positioning in the archery gear niche with its premium and budget-friendly archery gear.
Overview
Legend Archery is a prominent name in the archery gear space serving both professional and hobbyist archers. Legend Archery creates innovative bow cases, quivers, and accessories for discerning archers looking for high quality archery gear at a great price point. The company has solidified its positioning in the archery gear niche with its premium and budget-friendly archery gear.
The Problem
The archery brand had hit a ceiling with generic batch-and-blast email. They had ambitious targets for growth, but their email channel was underperforming and not driving enough revenue. The existing email campaigns and automations were not resonating deeply enough with their core archery audience. The brand recognized that to unlock growth from email, they needed messaging that tapped into the true passions, motivations and emotional connections archers feel towards the sport.
The Solution
Our audience research revealed that there were noticeable differences between the emotions and motivations of a recreational vs. professional archer. We not only overhauled the messaging but also ensured that flows are built strategically to cater to both types of audiences.
What We Built
Audience Research & Journey Mapping: Conducted customer research to map archer journeys and uncover core motivations around mastery, connection, and self-expression. Segmented Flows & Personalization: Implemented personalized segmented flows based on previous purchase behaviour such as — post purchase flow, up-sell and cross-sell flows. Rebuilt Welcome Series & Pop-up: Resonant copy and creative mirroring archery passions. Redesigned pop-up and triggered flows for on-site engagement. Optimization & A/B Testing: A/B tested creative concepts aligned to insight. Measured performance metrics and community affinity. Within 3 months, the revenue grew by 260% while the list grew by 120% signifying health list growth.
Client Quote
We knew our emails weren't working but didn't know why. Turns out we were sending the same message to everyone. Once the flows were rebuilt, the difference was immediate. Email went from our weakest channel to our strongest. ~ Benoit Lotter, Legend Archery
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