CASE STUDY
Building Email ROI
CUSTOM SPORTSWEAR
EMAIL MARKETING, LEAD GENERATION, BRAND MESSAGING
THE PROJECT
A category leader, the company was looking to work smarter, not harder to improve its sales outreach using a thoughtful and more polished email marketing program and sophisticated sales funnel
THE CHALLENGE
With a 40 year history in fulfillment, the organization knew who to reach and that email was the right channel, but it required a significant update to its outreach methods, tracking and leads management
THE RESULT
New lead generation from automation systems resulted in over $100,000 of new revenue streams in the first season and implementation of systems that allowed for efficient territory expansion
Efficiency with Automation
For more than 40 years, Custom Sportswear has provided schools across the nation with custom Spiritwear items and Field Day tshirts that have brought smiles and fun to many children and communities. Although it has a high end, contemporary product, its sales outreach strategies harkened back to an earlier time. The process was very manual, limiting the potential and reach of the sales team, and so they came to us for help.
By introducing the power of automation, we were able to streamline sales outreach efforts for Custom Sportswear and test a variety of messaging to optimize its campaigns for the best overall results. Not only can the company now reach more inboxes faster, it also knows without a doubt which lists and programs are producing top results. Integration with its new CRM ensures the ability to pull reports with meaningful data that can be compared year over year. In addition, by creating personalized, automated lead follow-up, our program enabled the sales team to provide timely, personal touches for every prospect.
Building Brand Via the Inbox
You might expect a company with a 40 year history to be the most known name in its industry, and in some ways, Custom Sportswear is very much that. However, in a world of parent volunteer organizations, where there is bi-annual turnover of leadership, it can be difficult to keep brand recognition alive.
Fortunately, Custom Sportswear has decades of experience, with a bounty of knowledge to share. We leveraged this expansive knowledge base to build a permission-based program that shares this wealth of experience with past customers to keep the company top of mind and position it as the leading expert for school staff and parent volunteers to turn to for advice on best practices for running successful fundraising and Field Day programs.
How We Built It
Working in concert with its internal team, we helped Custom Sportswear build a lead nurturing program that expanded its sales efforts to dozens of new territories. Every season the company has been able to reach new markets and continue to grow exponentially.
