Kentucky Soaps & Such makes high quality, natural body care products on-site at their store in Stanford, Kentucky. The problem was the combination of the relatively small population base in their local market and the lack of awareness outside of it meant very few people got to experience these products for themselves.

Building a contact list for leads and nurturing them via email and SMS is one of the fundamental pillars of effective digital marketing. In the case of Kentucky Soaps & Such, Shopify offered a direct integration with MailChimp for building tagged contact lists and automated customer journeys.

Beyond collecting contacts for manual sends, we were able to utilize the integration to trigger abandoned cart emails, inactive shopper emails, VIP offers, and more. The combination of behavioral targeting and automated journeys allowed us to send a higher volume of emails to drive customer actions without investing in more staff.

Text messages are hard to ignore, which means you must be judicious in using them for your business or you risk hurting customer sentiment. The trick is to keep the overall volume low and to make sure the value proposition for reading the texts always favors the customers.

Rather than using text for sharing general advertising, we used it for sharing special offers, sending abandoned cart reminders, and announcements related to product launches. This kept investment numbers low and returns high.