The Gong Shop’s holiday campaigns that boosted revenue by 113%

The Gong Shop is a niche retailer that sells gongs and gong accessories. We’ve partnered with this extraordinary brand for years, but one holiday season in particular stood out as a milestone for growth. By leveraging email and SMS marketing, we helped them engage customers, increase average order value, and drive revenue through multiple channels.

  • 113% year-over-year revenue boost
  • 29% total email revenue
  • 19.3% revenue from email flows
Client The Gong Shop
Industry Musical Instruments
Website www.thegongshop.com

Fuel Made's Role

  • Strategy
  • List Growth
  • Copywriting
  • Visual Design

the challenge

Engaging customers ahead of peak season

The brand needed to warm up new and existing customers before the holidays to maximize sales opportunities during Q4.

Driving early conversions

Early holiday purchases were key to smoothing revenue spikes and building anticipation for bigger promotions like Black Friday.

Increasing average order value

The Gong Shop wanted to maximize revenue by promoting bundles and complementary products to new buyers and recent purchasers.

our approach

Pre-sale sign-ups and VIP campaigns

We ran an exclusive VIP sale for SMS subscribers in the months before November. This strategy secured early conversions, built anticipation for holiday deals, and familiarized new customers with the brand.

Audience segmentation

We identified two core groups—first-time buyers and recent gong purchasers—and tailored campaigns for each. This ensured messaging aligned with their purchasing stage and increased relevance.

Tailored campaigns for upsell and cross-sell

First-time buyers received bundle promotions pairing gongs with stands, while recent purchasers were targeted with accessory deals. This drove higher AOV and repeat purchases.

Results

  • 113% YoY revenue boost
  • 29% Total email revenue
  • 19.3% Revenue from email flows
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