Barukas, a health-forward superfood brand, has redefined snacking with its signature nut, known as the Baru nut, sourced sustainably from the Brazilian Cerrado. With a mission rooted in environmental preservation and wellness, Barukas champions nutrient-dense, responsibly sourced nuts that support both consumer health and Amazonian reforestation efforts.
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APPROACH
In the ever-shifting landscape of digital marketing, achieving optimal email engagement without overwhelming subscribers is a constant challenge. When tackling Baruka's email marketing initiatives, our objective was twofold- leverage Klaviyo's advanced capabilities to refine the process, ensuring each email delivered value while driving significant sales, particularly during promotional campaigns.
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EXECUTION
- Our culture research identified Black Friday and The Superbowl as two major retail and e-commerce holidays in the U.S market. We devised an email campaign strategy that minimised the number of emails sent to our customer base yet effectively communicated the various ongoing sales and offers. <
- Our Black Friday & Cyber Monday email campaigns generated 53% of the email sales volume for the month of November.
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RESULTS
- And the best part? Only three emails were sent for the campaigns, achieving results without spamming inboxes.
- The Super Bowl email campaign yielded similar results and indeed was ‘The Big Game’ for us with 45% of the email sales volume for February being generated from just the three emails we sent out for this event.
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TAKEAWAYS
The journey of Barukas’ email marketing endeavours unveils valuable insights for digital marketers navigating the ever-shifting landscape of consumer engagement. By embracing Klaviyo's sophisticated functionalities, Barukas balanced delivering targeted value and driving sales during key retail moments like Black Friday and The Super Bowl. Their strategic approach, which minimises email frequency while maximising impact, underscores the importance of quality over quantity in email campaigns. As we reflect on Baruka's success, we're reminded of the significance of leveraging data-driven insights and advanced tools to optimise email strategies, ultimately fostering meaningful connections with subscribers and driving business success in the competitive digital sphere.
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