Gerber Gear

Digitally Connecting Old World Craftsmanship with a New Audience

CHALLENGE

Subtext and Gerber's partnership began in 2012, where we began executing on multiple digital and e-mail marketing initiatives for both B2B and B2C segments: Gerber Gear Consumer, Pro-Program (B2B), Independent Dealers (B2B), Distributors (B2B), and Dispatch communications (internal). As a result of our initial relationship with Gerber our business with them has extended into e-mail and its implications on business strategy.

  • NO AUDIENCE SEGMENTATION

  • NO DIRECT MAILINGS WITH PRO PROGRAM AUDIENCE

  • NO REVENUE DIRECTLY FROM EMAIL

  • 1939Founded in Portland, OR
  • 100+American Made Products
  • 250Employees

InitialProject

A/B Testing

We worked with the marketing team at Gerber Gear to create a simple landing page and email combo to help users understand the benefits and express interest. We designed and built an A/B test to get an idea of the most effective path through the content, as well as providing a flexible structure to allow for a positive experience, regardless of screen size or device.

A

63% NEW REGISTRATIONS

B

89%NEW REGISTRATIONS

ADDT'LWORK

PRO PROGRAM WELCOME EMAIL SERIES

This email series is automatically triggered to new members of Gerber's exclusive "pro-sumer" program and was created for military and government employees. This is a two-pronged approach to get members to engage with the brand, utilize their membership, and update their email preferences.

NEW PRODUCT NOTIFICATION SERIES

Gerber, considered an innovator in the knives and multi-tool industry releases multiple products on an annual basis. Previous to their relationship with Subtext, they utilized traditional marketing channels (print/ad campaigns) in order to promote their new products. Now, with Subtext's help, they can increase their consumer reach with minimal effort and fewer marketing dollars through emails announcing new product releases.

OPEN RATES

Gerber has consistently seen higher-than-average email open rates due to compelling content that's of interest to the audience and strong brand allegiance, regardless of the email segment.