In Four Months Cogent Creatives Generated $79,464.83 in Revenue for Papa & Barkley via Email Marketing
Campaign Highlights
Results after 4 months of running their Welcome Series workflow…
Company Profile:
Papa & Barkley is the leading cannabis topical company in California. Papa & Barkley is on a mission to improve people’s lives through the healing power of the cannabis plant. The company has both a THC and a CBD line, and the THC line retails exclusively in CA and CO while the CBD line retails nationally.
Overview:
Papa & Barkley was focused on revamping their email marketing efforts for their CBD business, and constructing a Welcome Series Workflow that would both nurture and convert their consumers. The primary goal was to create an offer that was enticing enough to inspire the first purchase. Additionally, they wanted to generate need state centric content for the workflow to educate hesitant consumers who did not immediately use the offer on the range of products, and ultimately guide them to make an informed purchase.
Process:
In order to achieve the desired result we first analyzed the most common need states/reasons why consumers purchase Papa & Barkley products by conducting a survey. We found that Papa & Barkley’s consumers most commonly purchase Papa & Barkley products to relieve stress and aid in sleep.
Taking this information we then crafted creative and copy that implemented their pre-existing IHUT trial results, and utilized this data to show consumers the efficacy of their products by establishing social proof.
After crafting the desired need state content, we then established the logic of the workflow and the duration of the workflow. The workflow would be triggered by a user submitting their email to a modal on the site. Once the email was submitted the user would then immediately receive an email with their discount code, and the brand’s origin story. If the user made a purchase, then they would exit the flow. If not, then they would receive a follow up email one day later pertaining to stress relief. Similarly, if the user still had not made a purchase they’d receive an email one day later pertaining to sleep. Furthermore, had the user not purchased after the sleep email they’d receive a follow up email one day later with an offer for the brand’s Releaf Starter Kit. After this the flow would terminate for all users regardless of whether or not they purchased.
We decided to craft the Releaf Starter Kit offer as a low barrier of entry for clearly hesitant consumers. All products featured are sample sized, and do not require a large monetary commitment. Furthermore, the consumer would be exposed to the brand’s full range of products and could then deduce which products work best for their needs and are adaptable into their lifestyle.
Result:
After launching and running the workflow for four months the brand was able to generate $79,464.83 in revenue, and gained 8,366 new subscribers on their mailing list.
Furthermore, recipients were highly engaged by the emails which resulted in an average open rate of 35.25% and an average click rate of 7%.
Out of the 8,366 new subscribers 918 placed an order, which resulted in a cumulative 10.97% conversion rate.