Case Study
Blue Wheel and Edgewell joined forces a few years ago, and have been collaborating on the client's full brand lineup. Among our successful collaborations, Jack Black is a notable brand, specializing in superior skincare and grooming products for men. Jack Black's main objectives were to improve its lifetime value (LTV), increase the percentage of purchaser email subscribers, grow revenue via lifecycle, and provide the best-in-class customer experience.
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Case Study
Blue Wheel and Edgewell joined forces a few years ago, and have been collaborating on the client's full brand lineup. Among our successful collaborations, Jack Black is a notable brand, specializing in superior skincare and grooming products for men. Jack Black's main objectives were to improve its lifetime value (LTV), increase the percentage of purchaser email subscribers, grow revenue via lifecycle, and provide the best-in-class customer experience.
Total Order Value
Increase in total placed order value
Total Subscribers
Total number of subscribers increase
SMS revenue
Increase in SMS-attributed revenue
Total Order Value
Increase in total placed order value
Total Subscribers
Total number of subscribers increase
SMS revenue
Increase in SMS-attributed revenue
Email Revenue
Total email revenue increase
Non-Purchaser Subscribers
Total number of non-purchaser subscribers decrease
Creative
SMS & MMS Marketing
Jack Black had been investing heavily in paid media to increase traffic and were acquiring new customers at an impressive rate, but their lifecycle workflows were lacking the same attention. The client's overall email and SMS marketing revenue was below the benchmark. Based on benchmarking data, email marketing should account for at least 30% of all revenue generated on the website. However, over 12 months, Jack Black’s email marketing contributed only 23% to the overall revenue, presenting an opportunity for improvement. Jack Black's flows were accounting for about 7% of total email revenue when they should be closer to 18% based on what we were seeing from high-performing brands. Additionally, the percentage of non-purchaser email subscribers also needed to be increased. 87% of the client’s email subscriber list hadn’t converted, presenting another significant area of opportunity.
Blue Wheel initially completed a one-time project for Jack Black consisting of 15 emails. Following this initial project, we began working together every quarter to execute 10 workflow-triggered emails and 4 MMS (Multimedia Messaging Service). The emails covered creative, coding, setup, segmentation, strategy, and data review.
Jack Black had been investing heavily in paid media to increase traffic and were acquiring new customers at an impressive rate, but their lifecycle workflows were lacking the same attention. The client's overall email and SMS marketing revenue was below the benchmark. Based on benchmarking data, email marketing should account for at least 30% of all revenue generated on the website. However, over 12 months, Jack Black’s email marketing contributed only 23% to the overall revenue, presenting an opportunity for improvement. Jack Black's flows were accounting for about 7% of total email revenue when they should be closer to 18% based on what we were seeing from high-performing brands. Additionally, the percentage of non-purchaser email subscribers also needed to be increased. 87% of the client’s email subscriber list hadn’t converted, presenting another significant area of opportunity.
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Blue Wheel initially completed a one-time project for Jack Black consisting of 15 emails. Following this initial project, we began working together every quarter to execute 10 workflow-triggered emails and 4 MMS (Multimedia Messaging Service). The emails covered creative, coding, setup, segmentation, strategy, and data review.
We followed a systematic approach to implement our lifecycle strategy. Our team began with a thorough audit, followed by a client kick-off to align objectives. We worked collaboratively to refine creative assets, incorporating existing brand materials and creative assets from Blue Wheel Studios. After coding and setup, we smoothly transitioned to the live phase, ensuring a professional and efficient process throughout.
Acknowledging that Jack Black's overall revenue and percentage of purchasers were below the benchmark, Blue Wheel initiated a strategic plan for exponential revenue growth. Drawing from the successes of similar brands and industry standards, we implemented a series of customized recommendations.
Our team improved the overall revenue attributed to lifecycle efforts by crafting relevant content tailored to our audience segments, implementing granular segmentation strategies for targeted messaging, adhering to typography rules to optimize readability and engagement, designing mobile-friendly layouts to accommodate diverse user devices, and employing clear and compelling call-to-action buttons to encourage clicks.
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Blue Wheel’s mission was to create best-in-class lifecycle triggers by enhancing the customer experience while increasing conversion rate and lifetime value and capitalizing on cross-sell/up-sell opportunities.
By using advanced segmentation and robust data profiles from Jack Black's loyal customer base, we outlined the following opportunities: a high % of non-purchaser email subscribers, more granular segmentation, lack of critical workflow triggers, browse abandonment, post purchase thank you, 2nd time purchase thank you, repeat customer cart abandonment, repeat customer browse abandonment, customer win-back, replenishment, and anniversary.
Lisa and her team were able to quickly accelerate all of our email and lifecycle marketing programs within a matter of weeks. After our initial engagement, our website conversion rate increased by 183%. We now rely on her team's expertise to fill in knowledge gaps and optimize our programs on an ongoing basis.
Jack Black (Edgewell Personal Care)
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