FUNKIN COCKTAILS have been mixing great tasting cocktails since 1999, starting with purees and mixers for the UK’s best bartenders, before shaking up a range of premixed flavours for the rest of us to sip on.
Favoured by mixologists, FUNKIN COCKTAILS experienced a period of accelerated growth that stirred up an enthusiastic fan base, thirsty for new flavours and activity.
Their team had been managing email marketing internally, but no formula had been developed, flows remained simplistic, and there wasn’t enough resource to work on a clear strategy.
It was a concern that they were limiting the potential of their emails, missing opportunities, and failing to meet KPIs.
Our team worked closely with FUNKIN COCKTAILS to establish brand pillars — a model designed to keep customers engaged and strengthen community. We integrated the pillars with their marketing calendar to ensure all communication was meaningful, and encouraged brand awareness and education in their unique tone of voice.
Regular campaigns were scheduled - 2 to 3 per week - promoting key dates such as product releases, educational campaigns, celebratory occasions and competitions in store. We also implemented fresh email flows with conversion goals at the forefront, clicking through to areas that had been overlooked, such as their blog, youtube content, and NPDs.
Existing flows were built out, removing discounts for repeat customers in order to increase revenue over time. List segmentation was also improved to engage their redundant database; achieved by constructing a sunset flow to remove inactive subscribers and reignite interest in other profiles.
Our design specialists enhanced the email template to be visually consistent with the captivating look and feel of their recent website refresh, and the location and frequency of CTAs were highlighted as an area for continued testing.
Social proof was implemented and encouraged, and we optimised content for dark mode and accessibility. We also kicked off A/B testing of content and subject lines so the FUNKIN COCKTAILS team could gain a deeper understanding of their shoppers.
FUNKIN COCKTAILS saw a 450% increase in attributed revenue in just five months, shifting from 8% to 38%. In three months, active (engaged) customers increased 73% from 11,000 to 19,000, and MoM the team saw open rates shoot up to 55% — a juicy garnish on an impressive cocktail of results.
