Rusty Barrel—Email List Management

After working with Rusty Barrel on a number of projects, I took over managing their email marketing.

welcome Series

Through a combination of an initial Welcome discount, detailing the brand’s backstory, customer testimonials and How To guides, the Welcome Series has designed to convert as many site visitors to becoming customers as possible.

The sequence ends with a Flash Sale 15% discount to as a last attempt to convert.

Post Purchase Series

Rusty Barrel’s products lend themselves to the gift market, and therefore mainly single-item buyers.

By segmenting customers through a pop-up form, I can identify who is buying for themselves, and who is buying for a gift.

This allowed me to personalise the post-purchase sequence—in addition to segmenting by which of the three main product ranges they had bought from. The final two emails of the sequence encourage customers to buy another product to increase the life-time value of customers to the brand.

In addition, I encouraged the brand owner to add an insert into the product packaging with a QR code for people to scan for an instructional video, redeemed when they enter their email address.

In this way, even if customers receive the item as a gift, there’s a chance we can capture their details and add them to the Welcome sequence.