Connecting old-world craftsmanship with a digital audience.

Gerber has created quality, reliable, and innovative product for over 70 years. As an American brand, with global reach and relevance, Gerber designs and engineers its products in Portland, Oregon, where many are produced. Its tools are carried extensively by hunters, soldiers, and tradesmen.

2013

The Challenge: Start with nothing, and build.

Before the partnership, Gerber’s email marketing was virtually non-existent, with no real strategic direction or clearly defined business goals. They had zero audience segmentation within their subscriber list, zero targeted emails for one of their prime B2C consumer groups, PRO Program, and zero revenue definitively attributed to email campaigns. Through our first year of partnership, Gerber exceeded industry average email open rates across all email segments, and saw a 37% jump in their email subscribership.

OVERALL RESULT: 37% INCREASE IN EMAIL SUBSCRIBERSHIP.

The Goal

Gerber knew they needed to do more with their email marketing efforts, as their subscriber list continued to increase and digital interest in their brand continued to grow. Working together, we identified several initial initiatives to simply get started with a more formal email marketing program.

The Approach

Working together, we identified several initiatives to simply get started with a more deliberate email marketing program. The initial program we outlined included designing and building a promotional email template, designing and building a campaign landing page to increase registrations for potential dealers (Gerber-authorized retailers), and conducting A/B testing for both to determine the most effective user experience. The email and landing page provided a flexible structure that was easy to administer and maintain, creating a positive interaction regardless of screen size or device.

The Result

The winning email/landing page combo from the A/B test helped increase dealer registrations and was used to inform future design and strategic recommendations for other emails and landing pages.

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

Services Provided:
  • Digital Marketing Strategy
  • Email Optimization
  • Email Marketing Strategy
Deliverables:
  • Email Design & Development
  • Landing Page Design
What We Improved:

26.4% Open rate

37% List growth

Results:

23%

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23%

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23%

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2014

The Challenge: Engaging consumers through compelling content.

In 2014 we ramped up Gerber’s digital marketing initiatives. We put a plan in place and established a cadence and strategy to ensure our efforts would help Gerber to achieve their business and marketing goals for the year. Our updated email template allowed Gerber to send 37% more emails in the second half of the year, with effectiveness rates as high as 48%, and our holiday email campaign series created a 250% increase in blog traffic during the critical holiday shopping season. To get the full story on administering this overall approach in parallel with our seasonally-specific initiatives, check out or blog post: Gerber Gear: The Self-Sustaining Email Strategy

The Goal

The game plan for 2014 was centered on specific goals:

  1. Audit the existing emails
  2. Analyze data and metrics to make informed decisions
  3. Test and iterate
  4. Grow email list audience
  5. Increase overall brand engagement through email
  6. Increase brand engagement during the holiday season in a way that was genuine and not sales-focused.

All of the efforts we outlined and implemented during 2014 needed to map back to these goals.

The Approach

We created a series of emails to meet our established goals, and boost online engagement throughout the year. To ensure the health of Geber’s subscriber list, we conducted a deliverability audit for all emails within the list. By analyzing the data from the audit, and adjusting accordingly, we were able to determine next steps for optimizing emails and deliverability. We then began monitoring and reviewing email stats on a monthly and quarterly basis to ensure optimal performance.

Welcome Email Series

Prompted recipients to update their email preferences to receive personalized content and offers. Included a military- and government-specific email for people qualifying for Gerber’s PRO Program, and a general consumer email for customers who signed up for Gerber’s email list, or purchased products online.

gerber-case-email-example

New Product Notification Series

Allows Gerber to announce new product launches to their digital audience efficiently and cost-effectively.

Holiday Email Series

Three emails and corresponding blog posts to connect one of Gerber’s core product categories—hunting—with the crucial holiday shopping season. The series highlighted unique themes integral to the hunting experience: tradition, family, and legacy. View the full series

Although the new template was performing well, we tested and iterated on design, content blocks, and general content to maximize its effectiveness in engaging the audience and minimize administrative management time for each email.

The Result

The winning email/landing page combo from the A/B test helped increase dealer registrations and was used to inform future design and strategic recommendations for other emails and landing pages.

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

Services Provided:
  • Digital Marketing Strategy
  • Email Optimization
  • Email Marketing Strategy
Deliverables:
  • Email Design & Development
  • Landing Page Design
What We Improved:

26.4% Open rate

37% List growth