Evolving together for remarkable results:
How The Blue Space fostered sustainable growth with tight-knit collaboration
Snapshot
Industry: Homewares
As Australia’s largest dedicated online retailer for home renovation, The Blue Space champions exceptional design for creating your dream space.
Through the development of products that expand beyond their initial bathroom offerings, The Blue Space revels in its curated collection of leading products, visualization technology, and homewares expertise to reflect its customers' unique style.
The Growth Gurus were initially approached by The Blue Space’s team to assist with personalizing their email flows and automations, helping to set up the foundational marketing pieces to keep their communications running smoothly.
The working relationship between our teams was crucial to the project’s success– two years later, The Growth Gurus progressed into an integral component of the marketing team, delivering high-end results as our teams evolved.
The results
The Blue Space found success across a range of our collaborative efforts, fostering new growth and more engaged customers.
Growth in campaign revenue in 12 months
Growth in customer list in 12 months
Growth in flow revenue in 12 months
Understanding the right customer, at the right time
In our initial engagement, we were tasked with focusing on perfecting The Blue Space’s flows and automations to increase the lifetime value and their customer’s average order value (AOV). Within the homewares industry, the team identified two key customer segments engaging with their content; consistent purchasers in tradespeople, and mostly one-off, DIY renovators.
Although the brand had email flows set up, more refinement was needed to ensure the right communication was reaching the right audience. Utilizing Klaviyo’s platform, we were able to develop unique communications that blended the customer’s profile with data-collection touchpoints from their customer journey to develop relevant flows that provided a higher rate of conversion and retention.
From there, we helped refine a range of automations, from welcome flows to window shopper targeting, ensuring the brand had the strongest of foundations to engage and retain their audience.
Messaging focused around bulk purchasing and discounts for larger orders
Discount code specifically relating to the trades industry
More personalized messaging relating to aspiration of creating your dream home
Dynamic content blocks showcasing products from browse abandonment data collection
Shifting priorities and collaborative processes
After the Growth Gurus’ development of new, personalized flows and automations, The Blue Space shifted their internal priorities, looking to integrate new support for their campaign messaging. With great success from our collaborative relationship with them, Growth Gurus took on additional responsibilities with The Blue Space’s marketing efforts highlighting our relationship and strategic flexibility.
With a strong foundation for flows, we set up content pillars to aid in plotting campaigns that aligned with the brand’s marketing calendar, creating consistency across all of their messages.
Chief Marketing and Customer Experience Officer
The Blue Space
Building brand-first communication
With new responsibilities for the Growth Gurus, a key event for The Blue Space was the launch of their Bao Baths, an original product that mirrors their brand image of style, sophistication, and modernity.
To heighten the results for this launch, we worked with The Blue Space to develop a targeted email and SMS campaign that specifically targeted customers who have viewed baths on the website but hadn’t purchased in the past 30 days.
In delivering messaging that customers are specifically engaging with, we were able to launch the Bao Baths with great success, doubling the goal revenue target for the campaign!
Nurturing high-involvement purchases
In the home renovation industry, it’s not uncommon for there to be high involvement during the purchasing decision for customers. It’s crucial for this industry to specifically consider how to improve customer engagement and nurturing in order to convert their audiences.
We helped ideate and design a flow series for The Blue Space which followed the customer journey after receiving a free sample box, nurturing them to convert and purchase entire products. Building flow logic in Klaviyo, we were able to strategically send communications after their sample box had been delivered, inspiring them with example renovations from other customers, and incentives to follow suit.
By delivering the right messages at critical decision points, featuring the products in their specific sample box, we were able to guide customers through the purchase journey, increasing the likelihood of conversion by addressing their needs and motivations at each step.
Collaboration is always key!
Throughout changes in engagement and a wide range of strategies, the elements of teamwork and collaboration have always been at the heart of our work with The Blue Space. Our consistent working sessions bring a wealth of innovative ideas turned strategies, helping propel the brand forward toward sustainable growth.
“When it comes to specialty skills within some of these spaces, you can’t really do it alone… bringing on Growth Gurus has been really critical for us”
Email success in the spotlight
Our collaborative process goes beyond internal notice– in 2024, The Blue Space earned a prestigious nomination for Best Email Marketing at the Power Retail All Star Bash Awards, a recognition that highlights their unwavering commitment to innovation and excellence in the industry.
This nomination is a testament to The Blue Space's collaborative spirit and visionary approach, as well as Growth Gurus' integral role in elevating their marketing initiatives.
With complex email automations, beautifully branded emails, and messaging that resonates with a multitude of audiences, this award is a testament to the growth of the brand and its integrity, nominated with Australian giants like Myer, Petbarn, MECCA & Thermomix.
“Working with The Blue Space has been a fantastic experience because of how collaborative and down-to-earth the process is. I love how we bounce ideas off each other to create content that’s not just informative but also relatable to everyday homeowners. Whether it’s showcasing a sleek new bathroom fixture or offering practical renovation tips, it's all about creating content that feels genuine and helpful.”
Content Strategist
Growth Gurus
