Delicious Yarns: Growing B2C Newsletter

Marketing & Promotion
About This Project

The Goal: To grow B2C newsletter list & increase sales for the new online store.

The Strategy: Utilized generosity marketing tactics for lead generation by offering two free patterns to newsletter subscribers (one knit and one crochet). We re-photographed two existing patterns in updated colors using a flat lay style more in line with their branding and promoted them with a landing page prompting them to sign up through Mailchimp; the Ravelry pattern pages also pointed to this landing page. We created a sequence of automated emails in Mailchimp which delivered both patterns in the welcome email; subsequent messages introduced the brand story to build trust, then delivered a coupon code to shop online.

The Result: The client grew their B2C newsletter list by 120% in the first 3 months of this campaign; we exceeded the online sales goal for their first month after the website relaunch by 213%.

Here’s what they said:

The flat lay photos that were utilized in our posts received so much attention!  The “likes” on those posts were 30-50% higher than our previous posts and generated a flood of new followers and newsletter subscriptions.  This activity lead to an immediate uptick in our online retail sales, and even created new wholesale interest in our brand.  –Marcy Winter, Delicious Yarns