Background

After years of working with big companies like Cole Haan, Allen Edmonds, and Adidas, the Amberjack team was exhausted by the bleak environment that was men's dress shoes. In the face of advancing technology, dress shoes were stuck in the past.

So, Amberjack ditched the model of complicated supply chains, shortcuts, and compromises, and worked directly with the best tanneries in the world to create entirely new materials for soles that are actually comfortable.

Amberjack quickly took off, with features in GQ, Forbes Magazine, and The Wall Street Journal, lauding their modern take on traditional dress shoes. And with that growth came the need for a stellar marketing strategy to ensure that Amberjack's message, product, and quality remained in front of the world.

Email marketing has been a critical part of the brands’ growth, relying on first-party data and the advanced personalization capabilities of Klaviyo to connect with potential customers. But the brands’ cost per acquisition has slowly creeped up. Needless to say, the team is constantly looking for ways to reduce marketing spend, without reducing effectiveness.

The Challenge

Amberjack uses Klaviyo for their email marketing, and their list is growing…quickly.

Email marketing is a proven tactic for increasing retention for DTC brands, and for most marketing teams, it’s a well oiled machine.

But email marketing lists can get out of hand easily; following an exciting BFCM season, along with a ton of positive press coverage, Amberjack's list tripled in size.

Which begs the question - who do you email after the holidays, and how do you ensure they remain engaged? How does a young brand understand their customers' buying cycles and seasons, and keep up the excitement via email without breaking the bank?

Amberjack's email bill was becoming hefty, and Orita was there to help.

The Solution

The team at Amberjack immediately saw the value in being more selective with who they were emailing. And, with their mailing list continuing to grow, the value was more and more prominent.

In less than 5 minutes, John was able to connect to Orita via its self-serve web app and begin transferring data from Amberjack's Shopify and Klaviyo instances. 

A few days later, Orita had built a custom data-driven model to dynamically suppress and activate customer accounts based on when they would be most likely to make a purchase. In the year that followed:

• Using Orita's dynamic list optimization, they were able to send 2,324,206 less emails, and

• Orita prevented 2,492 unsubscribes and spam complaints

• Amberjack drove $192,252 in reactivated email revenue!

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The Results

With a clean list, high deliverability, and the ability to email customers that were showing engagement, Amberjack not only saved on their email bill, but they turned back on customers when it mattered most, driving $192,252 in revenue.

Orita helped Amberjack find the most value from their customers throughout their buying season, and as their list continues to grow, keeps costs under control and subscribers on the mailing list.