Case Study
PowerBlock, a brand known for its adjustable dumbbells, partnered with Blue Wheel for a comprehensive Lifecycle program that encompassed the strategic development, execution, and optimization of email flows and campaigns. Our client wanted to increase Lifecycle-attributed revenue, improve engagement and conversion, and drive sales during key moments such as BFCM and product launches.
Case Study
PowerBlock, a brand known for its adjustable dumbbells, partnered with Blue Wheel for a comprehensive Lifecycle program that encompassed the strategic development, execution, and optimization of email flows and campaigns. Our client wanted to increase Lifecycle-attributed revenue, improve engagement and conversion, and drive sales during key moments such as BFCM and product launches.
Revenue Increase
YoY Attributed Revenue Increase
Recipients
YoY Growth in Recipients
Revenue Increase
YoY Revenue Increase (Campaigns)
Revenue Increase
YoY Attributed Revenue Increase
Recipients
YoY Growth in Recipients
Revenue Increase
YoY Revenue Increase (Campaigns)
New Users
Increase in New Users
Revenue Increase
YoY Revenue Increase (Flows)
Email & SMS Marketing
PowerBlock aimed to unlock growth via Lifecycle revenue but lacked optimized flows, segmentation, and a data-backed campaign strategy. Challenges included underperforming flows, the need for coordination with platform migration, managing seasonal performance, and transitioning off SMS while maintaining revenue.
Blue Wheel implemented a comprehensive Lifecycle system that aligned with PowerBlock’s evolving technology stack and product roadmap. New flows generated consistent revenue, while tailored campaigns connected with audiences around key moments. Our adjustments kept metrics within industry benchmarks, even as recipients grew 70% YoY. Additionally, email maintained strong revenue even without SMS support.
PowerBlock aimed to unlock growth via Lifecycle revenue but lacked optimized flows, segmentation, and a data-backed campaign strategy. Challenges included underperforming flows, the need for coordination with platform migration, managing seasonal performance, and transitioning off SMS while maintaining revenue.
Blue Wheel implemented a comprehensive Lifecycle system that aligned with PowerBlock’s evolving technology stack and product roadmap. New flows generated consistent revenue, while tailored campaigns connected with audiences around key moments. Our adjustments kept metrics within industry benchmarks, even as recipients grew 70% YoY. Additionally, email maintained strong revenue even without SMS support.
We focused on core flows (e.g., Post-Purchase, Winback, Cart Abandonment) and added new flows based on lifecycle stage and product category.
We made a custom campaign plan for PowerBlock, including seasonal and promo events such as Mother’s Day, Father’s Day, and BFCM.
Our team ran continuous A/B testing on pop-ups and flow emails. We supported migration to Shopify and maintained high deliverability benchmarks.
We ensured email deliverability remained high as the list expanded. We discontinued SMS services and redirected resources towards high-performing email efforts.
Blue Wheel took a phased approach by prioritizing flows in the first half of the engagement (e.g., Post-Purchase and Winback) and scaling campaigns once flow foundations were solid. We introduced new flows (e.g., Anniversary, Product-Specific Post-Purchase Emails, Expansions, and Stands), separated and optimized Abandoned Cart and Abandoned Checkout, and ran pop-up A/B tests. Campaigns were linked to key sales and seasonal moments. Each tactic was tied to a measurable impact and tested for refinement.
We A/B tested pop-ups for PowerBlock during 14 days in Q1. Our client sought to improve its email sign-up and first-purchase conversion rates through optimized website pop-ups. The goal was to determine whether a 5% or 10% discount would perform better while ensuring long-term profitability. We tested two discount variations on both desktop and mobile pop-ups. Each version directed users into a welcome email flow, where we tracked sign-up rates, purchase conversions, and engagement trends.
Blue Wheel has been a great partner as we continue to build out and refine our email marketing strategy. They have helped us to transform how we think about our marketing flows to ensure we are touching the customer at key times throughout their purchase journey. Additionally, they have helped us to increase our email list size through various A/B tests to ensure we are always increasing our funnel of contacts.
PowerBlock
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