CASE STUDY: DIGITAL STRATEGY
Through a relentless dedication to their customers, quality gear, and a homegrown, mountain raised attitude, Flylow has become one of the true success stories in the outdoor industry. When it came to growing a DTC business however, they knew they needed to call in the professionals.
At first, an email marketing overhaul.
And then, a trusted partner in growing their ecommerce business.
Retooling the email campaign approach and adding automation.
Launching the brand’s first significant advertising initiative.
Helping build a product forward, customer-focused ecosystem.
Getting our hands dirty with data.
OVER 2020 DTC REVENUE FORECASTS.
INCREASE IN YOY WEBSITE TRAFFIC IN 2021.
ROAS ON Q4 2020 ADVERTISING CAMPAIGN.
INCREASE IN REVENUE PER RECIPIENT ACROSS THE EMAIL CHANNEL.
Jeff Wogoman, Marketing Director, Flylow
Flylow came to Craft 52 in 2018 in search of firepower to improve their email marketing efforts.
“How do we build better emails?”
We consider email marketing one of the foundational channels necessary for any ecommerce business so it was pretty easy to get to work: new templates, cleaned lists, better campaign cadence, consistency. When the results were pretty much immediate, Flylow looked at us and asked “what else can you do?”
In 2019, we transitioned the brand to our preferred ecommerce marketing platform Klaviyo, and launched a suite of automated customer engagements. Throughout the process we remained intently focused on ensuring every customer touchpoint enhanced the brand experience. We never wanted to be too prodding or intrusive, our goal was always to deliver the right content at the right time, and let Flylow’s excellent product and brand story convert the sale.
With sales continuing to climb, we got our hands dirtier and dirtier with the brand. Content planning, SEO, advertising, website consulting, a business intelligence platform—Craft 52 is lucky to be part of a small but knowledgeable and effective marketing team that steers all things in the direct-to-consumer channel. Over the years we’ve built a trust that allows us near full autonomy across the traffic & content channels we manage on behalf of the brand.
As we close out year three of our partnership with Flylow, we’ll be nearing four fold growth in the DTC channel with ambitious targets for the future. The next challenge will be onboarding the new Shopify Online Store 2.0 functionality, managing a more robust content ecosystem, continuing to build brand & customer engagement, and further optimizing our trusted traffic channels.
WANT RESULTS LIKE THIS?
Kevin Luby, Founding Parter, CRAFT 52
The group at Craft52 attracted us because of their previous experience in digital media, content, and commerce. As well as a deep knowledge of our industry.
It’s refreshing to know that things will get done on time and at a high level of quality without having to project manage our campaigns. We’re not always on schedule and Craft 52 has been super flexible in meeting our deadlines when we drop the ball on our end.
I’d say a pleasant surprise has been the level of analytics expertise that Craft52 has. We initially hired them to produce content, manage our email program, and deliver advertising campaigns. But, their depth of knowledge in delivering strategic recommendations based on customer behavior and campaign data has been very helpful.
The list of examples where Craft52 has helped improve our business would be too long to put on paper. They helped evolve our business because it’s a partnership in the truest sense of the word. They don’t have cookie cutter approaches to every client. They understand our business specifically, listen intently, and have the skills and experience to create solutions that work for our brand.