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

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The challenge

The Gong Shop is a niche retailer that sells gongs and gong accessories. Our partnership with this extraordinary brand has lasted for years, but this case study will highlight our initiatives that led to a particularly successful Q4.

With the holiday season approaching, we set out to implement email and SMS marketing campaigns to drive revenue through multiple channels. Our objective was to boost sales by engaging different customer groups, driving early conversions, and focusing on upsell and cross-sell opportunities.

WHAT WE WORKED ON

  • Strategy
  • List Growth
  • Copywriting
  • Visual Design

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  • YoY revenue boost

    113%

  • Total email revenue

    29%

  • Revenue from email flows

    19.3%

Our approach

Pre-sale sign-ups and VIP campaigns:

In the months leading up to November, we ran an exclusive VIP sale for customers who enrolled in the SMS program. This helped us win conversions well before the holidays and built anticipation for the Black Friday promotions. The approach also allowed newer shoppers to get acclimated with the brand, warming them up for future engagements. 

Segmentation: 

We identified two customer groups that required different treatments when it came to content: first-time buyers and recent gong purchasers. By focusing on those already converting, increasing AOV was our most direct path to more revenue. 

Tailored campaign types:

For first-time buyers, we promoted bundle deals featuring gongs and gong stands to increase AOV. The recent gong purchaser segment received campaigns with sales on accessories and other complementary products based on their recent purchases. This tailored approach resulted in more upsell and cross-sell purchases from each segment.   

Highlights

Thanks to these strategies, The Gong Shop generated 29% of their annual revenue through email marketing, a significant lift from before our engagement began. We were also able to grow the store’s year-over-year revenue by 113%. 

Beyond the hard numbers, this targeted framework allowed for more meaningful communication and stronger customer relationships. This solid foundation helped pave the way for our continued marketing efforts with The Gong Shop. 

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