Sylvia Garcia

"Top of The Line Machine" Automation Campaign Series

 

This campaign series began in August 2018.  The sewing machine retail price was $20,000 each (Yes, that's the price of a car for a hobby sewing machine). We received 20 Pre-orders by August 18th and at this point, no one had seen the machine in person. After the live demo and by the last day of August we sold 20 more machines generating $800,000 in sales for the month of August for these machines alone (not including all other product sales). Below is the automation campaign series that I developed to reach this in sales.

 

1. Teaser Email & Mailer: A coming soon teaser email is sent out as well as a direct mailer (segmented to our top buyers).  The CTA in the email and on the mailer directs to a landing page for more information on the machine and the live event demonstration, that will take place once the machine is released. There were also targeted social and google ads that were directed to this landing page for additional lead generation. 

2. Leads generated through the landing page triggered the nurturing series email drip campaign:

   1.  Email 1: Video of the new machine and features. Pre-order and trade-in link along with a limited-time bundle offer and demo event information.

   2. Email 2a: Triggered after a Pre Order or Trade-In is purchased. Pre-order and Trade-in customers are gifted golden scissors club membership, mailed a free golden scissors gift, and emailed a video of additional machine features.

   3. Email 2b: Non-Pre-order leads are invited to a public machine demo event. The email includes a CTA to Pre-Order or trade-in along with a limited time bundle offer, a video of additional machine features, and information on how to get invited to the exclusive meet and greet with the products CEO as well as to the exclusive machine demo.

   4. Email 3a: Pre-order and Trade-in customers receive an exclusive invite to meet the products CEO and to the exclusive machine demo event.