How We Increased Botany Farms Revenue By 800% in 12 Months

This Case | TL;DR

Botany Farms is an amazing brand with cannabis and CBD products that are loved by their customers, however, they were struggling to generate a recurring revenue stream from their email marketing before working with us.

We re-created a complete email marketing strategy that helped them grow revenue by 600% in 12 months.

Here is how we did it.
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About The Client

Botany Farms is an e-commerce company that grows and sells pesticide-free, fungicide-free, and heavy metals-free cannabis and CBD products for those who want to enjoy the benefits of marijuana while remaining clear-headed and present.

The Challenge

Botany Farms’ C-Level team did not have the required personal or time resources to develop an in-house tailored email marketing strategy as they were already stretched thin trying to work on the business and in it.

This meant they struggled to generate predictable revenue for themselves using email marketing. Their primary challenges included:

• Project management
• Email deliverability
• Scalability
• Lost revenue opportunities
• Slow list growth
• Tracking analytics

While their website’s traffic was increasing month on month, their revenue did not reflect the same growth. They lacked a tailored strategy in:

• Lead capturing
• Lead nurturing
• Effective lead conversion (Abandoned Cart, Checkout Started, etc.)
• Customer retention (Customer LTV, Post Purchase, Winback, Replenishment etc.)

After another failed campaign due to poor deliverability, they had enough! Recognizing a need for a strong email marketing partner, Botany Farms reached out to Maaly to see how we could help take their business to the next level.

The Solution

We started by sitting down with the Botany Farms team to go through a thorough discovery phase to review the current state of their email marketing and strategy. Using this information short term and long term goals were identified with the primary goal being to scale their email marketing efforts aggressively to take advantage of high customer loyalty and satisfaction

Step  1

MIGRATION

We migrated Botany Farms from their old email marketing platform to Klaviyo. This was to make scaling and growing the email marketing component of their business more streamlined and manageable.

Step  2

LEAD CAPTURE

Most brands treat all website traffic the same and deploy one lead form for the whole website. This is negative for conversion rates. We created three lead forms with different messages to target each stage of the conversion funnel.

Step  3

FLOW CREATION

We deployed over 15 automated email funnels covering every step of a customer's purchasing journey. These are just some of them:

Welcome Flow: Due to the legal status of cannabis and CBD around the world there are a lot of uneducated potential customers who are hesitant to buy.

We structured our Welcome Flow to educate and answer any questions before introducing best-selling products to subscribers. We personalized these product recommendations based on zero-party data provided by the subscriber during lead capture with a popup.

Browse Abandonment: Based on the product viewed we took a subscriber through a sequence of emails aimed at informing them of the benefits they could expect.

However, we used this opportunity to introduce complementary products to the one subscribers had viewed using the zero-party data collected.

Cart Abandonment: Most brands make the mistake of using the website's cart URL, or worse the product page URL in this flow’s emails. However, this adds too much friction between the action and purchase.

To reduce this we used Shopify cart permalinks to take the subscriber directly to the checkout page with their items already added. All they had to do with click the ‘pay now’ button. This reduction in friction increased conversion rates for Abandon Cart emails by 220%.

Post-Purchase: We used this flow to achieve a number of objectives; increase email deliverability, increase customer loyalty & satisfaction, and increase customer LTV.

The flow was split based on first-time customer or returning customers with different message angles for each, however, first-time customers were asked to reply to the email with a valid reason why. This type of engagement is a positive single that helps keep deliverability and inbox rates high.

Different incentives were provided based on returning customer spending to encourage repeat purchases.

Step  4

DATA ANALYSIS

We A/B tested each email component from subject lines, copy, colots and CTA’s to find the most effective conversions

We analyzed competitors’ customer data to understand the main pain pints and optimize them for Botany Farm

Why is this important? A/B testing allows for informed data-driven decisions that improve conversion rates. Regular optimization is what increases recurring revenue from email funnels.

Step  5

CUSTOM CONTENT

• We created monthly campaigns segmented to subscriber zero-party data and customers' purchasing habits. This segmenting meant we could personalize content for the readers and increase conversions.

Why is this important? Most email marketing agencies just “blast” out campaigns to the entire email list. Not only could this result in poor engagement and therefore negatively impact email deliverability, but it’s difficult for the subscriber to relate to. If subscribers can’t resonate with the content, they will most likely delete the email and not take action.

The Results

In less than a year, Botany Farms saw a 600% increase in its email marketing revenue with the same marketing budget

• Month-over-month email revenue increased passing 6 figures
• Email average open rate increased to 48.87%
• Click through rates stayed at above 3%
• The placed order rate increased to 0.80%.
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Transformed

By overcoming their initial challenges, we were able to unlock substantial revenue growth and create a sustainable model for continued success. This freed up resources for the Botany Farms team to deploy creating a flywheel effect of more revenue.

If you want to replicate this success, invest in customer data and ensure your email marketing is personalized and data-driven to transform any list into a substantial growth opportunity.