Know your buyer personas:
Everyman boosts every KPI with personalized marketing
Snapshot
Industry: Everyday Carry
Everyman, an up-and-coming purveyor of men's everyday carry(EDC) accessories, approached Growth Gurus to enhance their marketing capabilities.
With a primary objective to drive conversions and repeat purchases, our team revamped Everyman's email marketing and onsite visitor conversion solutions. As our relationship evolved, we implemented a suite of advanced marketing strategies, including SMS campaigns and robust content pillars, all centered on understanding and targeting the company's customer personas. The result? A significant surge in key performance indicators (KPIs) that helped Everyman outperform their market.
Our journey to growth:
A collaboration between Everyman and Growth Gurus
Our team helped Everyman level up its marketing game by establishing a strong foundation with core flows, campaigns, and onsite traffic engagement solutions. As the company grew, so did our role, building on the foundations we had established and expanding our strategic roadmap. We enhanced the company’s growth strategies by introducing a rewards and referral program, building out lists, and adding customer outreach strategies.
These initiatives saw Everyman's email and SMS lists grow tremendously and our team expanded to include project managers, content strategists, creators, and designers, all committed to maintaining Everyman's growth trajectory.
The evolution of Growth Gurus' services over two years
Customer personas:
The key to personalization and performance
Before developing a comprehensive content strategy, we recognized the need to identify Everyman's target audience segments in greater detail. Extensive customer research led us to identify eight potential EDC buyer categories, which we further narrowed down to five diverse buyer personas.
This persona development allowed us to create highly targeted marketing strategies and customize Everyman’s website with persona-specific copy and imagery. We even tailored product pages and created dedicated landing pages for each persona. This customer-centric approach also enabled us to classify website users in Klaviyo through Facebook and Google ads, which informed our targeted email and content marketing campaigns to add personalization.
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The rewards of innovation
The rewards program that we introduced added a playful element through the use of Everyman coins. The look and feel of the rewards designs were aligned with Everyman branding, and they stood out in email campaigns and on the website. Customers could earn coins by engaging with the brand through reviews and social media, purchases, and enjoy first access to special sales and double coin days.
As experts in high performing loyalty programs, we chose to implement these branded elements and drive the program's success by leveraging the turnkey solutions offered by our technology partner, Yotpo.
Quarterly givaways:
A new way to engage
Quarterly giveaways allowed us to grow Everyman's email and SMS list, and gather essential customer data for personalized campaigns and product recommendations. We also used this data to perform product research, helping Everyman understand their audience's interests and generating new ideas for potential product launches.
Using ViralSweep as our chosen technology, we conducted quarterly giveaways which allowed us to grow Everyman's email and SMS list, while gathering additional customer data to help personalize campaigns and product recommendations.
This data also helped us perform product research, understand customer interests and generate new ideas for product development.
Advanced SMS flows:
Beyond basics
As Klaviyo Elite partners, we leveraged our expertise in SMS marketing to implement advanced flows, like upsell and cross sell flows. For example, we implemented a pen refill flow, taking advantage of the fact that pens were some of Everyman’s top selling products. This encouraged customers to return to the Everyman store and enabled us to upsell additional items. We also optimized costs by switching to SMS in instances where MMS messages (those with images) didn't have a significant sales impact.
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“I greatly enjoy working with the Growth Gurus team. It's invigorating and helps me to focus on what is important. I know you all have worked hard to make things happen.”
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“Going through the persona development process allowed Everyman to step back and see the full picture of all their marketing and website content, to see how it all fits together and presented with their true audience in mind. I recommend every company dive into this same process as early on as possible.
"Understanding your audience is a core tenet of successful content creation. By developing Everyman's customer personas, we gained essential insights into the psychology of different customer types as they moved through the customer journey. Using these insights, we tailored customers' interaction with the brand across all touchpoints, from landing pages to email marketing, eliminating distractions and presenting solutions for their unique needs, which would ultimately drive them to purchase."
The 'Everyman' marketing journey
From start to continued success
Everyman's collaboration with Growth Gurus transformed their marketing approach, making it highly personalized and effective in driving engagement and performance. The strategies we implemented have had a remarkable impact on the company’s growth, and Everyman is now well-positioned for future marketing expansions.
Content strategy:
Personalization at its best
With customer personas established, our content strategy revolved around hyper-personalizing the customer journey. We created custom landing pages, pop ups, ads, and campaigns that spoke directly to different customer personas, such as businessmen or college students. The personalized content was a work-in-progress, but it was already shaping up to provide a unique journey for each persona.
Impactful results
Our collaboration with Everyman led to a remarkable improvement in key KPIs. By focusing on customer persona data and creating a comprehensive marketing strategy across all channels, we achieved the following impressive results within a year:
Campaign open rates
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Paid ad click thu rates
Campaign AOV
Customer lifetime value
Email flows revenue
The 'Everyman' marketing journey
From start to continued success
Everyman's collaboration with Growth Gurus transformed their marketing approach, making it highly personalized and effective in driving engagement and performance. The strategies we implemented have had a remarkable impact on the company’s growth, and Everyman is now well-positioned for future marketing expansions.
Impactful results
Our collaboration with Everyman led to a remarkable improvement in key KPIs. By focusing on customer persona data and creating a comprehensive marketing strategy across all channels, we achieved the following impressive results within a year:
Campaign open rates
Paid ad click thu rates
Campaign AOV
Customer lifetime value
Email flows revenue
Our journey to growth:
A collaboration between Everyman and Growth Gurus
Our team helped Everyman level up its marketing game by establishing a strong foundation with core flows, campaigns, and onsite traffic engagement solutions. As the company grew, so did our role, building on the foundations we had established and expanding our strategic roadmap. We enhanced the company’s growth strategies by introducing a rewards and referral program, building out lists, and adding customer outreach strategies.
These initiatives saw Everyman's email and SMS lists grow tremendously and our team expanded to include project managers, content strategists, creators, and designers, all committed to maintaining Everyman's growth trajectory.
The evolution of Growth Gurus' services over two years
Leveraging the foundation: Loyalty and higher order values
With increasing customer numbers and a dramatically growing email list, our team focused on turbocharging revenue growth through customer retention and higher average order value (AOV). We designed and implemented the Happy VIP Loyalty Program, using Yotpo, which allowed buyers to earn points for purchases, but also for leaving reviews, following and posting on social media and even for their birthdays. These points could be redeemed for product purchases and discounts. Now an integral part of Happy V’s ongoing marketing calendar, the immensely successful loyalty program continues to be leveraged in flows, campaigns, and key promotional events.
We fueled AOV by implementing creative strategies, such as promoting product bundles, featuring images of several products, and upselling and cross-selling messaging.
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The Happy V loyalty program added +26% in revenue per customer!
Recurring sales from subscriptions
+19%
Average value of each recurring order
+7%
Recurring sales from subscriptions
+65%
Leveraging surveys for personalization and loyalty at Happy V
Connection with the community is a pillar of the Happy V brand, and they collect customer data for personalization and retention and continuously improve customer experiences.
Using Okendo Surveys, we implemented a survey targeting customers who had previously purchased Happy V and requested they state their motivations for taking Happy V supplements. We labelled this internally as the "What's Your Why?" survey. With this data, we created a series of email flows and campaigns targeting those who filled out the survey with recommended products and tips to achieve their health goals.
The result? A 19% surge in recurring sales, a 7% increase in order value, and a remarkable 65% rise in subscription length. By consistently reminding customers of their goals, we continue to create a sense of value, necessity and achievement that builds loyalty.
