Client
Jobe Sports International
Role
B2B Marketer
Year
2020 to 2023
Scope
Email strategy, segmentation, B2B
/01 Context
Everyone says email is dead but our numbers said otherwise. With a large international dealer base, the inbox was still one of the most direct lines to B2B revenue.
/02 Challenge
Turning our mailings from a newsletter into a active sales channel. More relevance per receiver, clearer calls to action, and results we could tie straight back to turnover.
/03 Approach
We rebuilt the email strategy around segmentation. Instead of one message for everyone, dealers and consumers got content that matched who they were and what they needed. Combined B2B and B2C flows, conversion-driven copy and a sharp eye on open and click rates, built in tools like Mailchimp, MailPlus and Copernica. Online B2B conversions grew by more than a third along the way.
∆ / Highlight
At one point, around 10% of our total turnover could be traced straight back to email.
/04 Result
8.3%
Average CTR, up from 4.9%
+33%
More online B2B conversions
+53%
B2B portal turnover in 2020
Credits: Jobe Sports International
