Bean Products Inc
Bean Products Inc.
drives 35X ROI with Engage
Engage keeps our email marketing fresh, current with excellent scheduling and coverage for consistent high results.
Established in 1987, Bean Products Inc. has long prided themselves for the highest quality manufacturing standards behind their eco-friendly products. They are headquartered in Chicago, Illinois.
The reputation behind a number of their products has to do with the use of hemp as a staple textile—and that’s part of the reason Bean Products is able to make every order carbon neutral!
The brand produces essentials across several categories including home, wellness, pet essentials as well as craft fillings & stuffings.
PROBLEM
Bean Products Inc. was no stranger to email workflows.
Before Convertcart, the brand used Klaviyo to arrange and schedule their workflows.
However, they saw some persistent challenges:
- Open rates hovered between 35-40%
- Click rates were less than 5%
- Imprecise sending time
- Non-personalized product recommendations
Bean Products Inc. wanted to move to the next level by engaging abandoners and improving conversions.
This is when Convertcart’s email marketing platform Engage entered the picture.
SOLUTION
Convertcart’s workflow intervention took care of three main areas in Bean Product’s customer emails:
- Structure
- Content
- Tone
It was clear that the erstwhile email strategy lacked the “conversational angle.” This made customers dissociate from the brand even if they inherently believed the brand’s vision and products.
Using Engage, we personalized when the emails reached and what they spoke of, to a much greater degree.
Engage is done-for-you email marketing where Convertcart owns your email strategy end-to-end—from workflow scheduling to A/B tests to content creation & design to drive consistent conversions.
1. Cart Recovery Workflow
For the client’s cart recovery emails specifically, we prioritized:
- Visuals
- Personalizedproduct recommendations
- Social proof (reviews)
Before
After
The result:
60.52%
Open Rate
21.04%
Click Rate
9.35%
Conversion Rate
As compared to Klaviyo:
49%
Open Rate
292%
Click Rate
274%
Conversion Rate
1.37%
Revenue
2. Browse Recovery Workflow
To engage potential customers, we amplified the following:
- Core value proposition
- Changing recommendation labels from “Top Sellers” to “You’ll love these too”
- A more conversational style of content
Before
After
The result:
57.68%
Open Rate
17.07%
Click Rate
3.59%
Conversion Rate
$2584%
Revenue
As compared to Klaviyo:
270%
Open Rate
519%
Conversion Rate
117.6%
Revenue
3. Post-purchase (Thank you) Emails
For new and repeat customers, we enhanced the “thank you” emails by:
- Highlighting that a part of the proceeds from every sale goes to The Hemp Foundation in India
- Weaving a narrative around how the sale proceeds would help the recipients
We went a step further and incorporated details about the client’s cause in the header and footer sections in other workflows too.
Before
After
The result:
76.68%
Open Rate
8.45%
Click Rate
2.25%
Conversion Rate
$4172
Revenue
As compared to Klaviyo:
34%
Open Rate
310%
Click Rate
333%
Conversion Rate
1675.43%
Revenue
4. Cross-sell Workflow
To amp up the way Bean Products cross-sells through their emails, we identified the most important business verticals that drew customer interest—Home Decor, Meditation & Yoga and Fitness—and highlighted them across cross-sell workflows.
We also ensured each recommendation carries a brief description for customers to make their purchase decision on-the-spot.
Before
After
The result:
74.62%
Open Rate
13.10%
Click Rate
1.63%
Conversion Rate
$1407
Revenue
As compared to Klaviyo:
33%
Open Rate
167%
Click Rate
341%
Conversion Rate
163.12%
Revenue
5. Bulk Emails
For Bean Products’ bulk emails to be effective, we used:
- Data and time-based segmentation
- Personalization based on engagement history & browsing preferencesIn an industry where a typical bulk email strategy is only about numbers, we work with Engage differently.
We focused on culling out the right recipients for a specific workflow and ensuring the sending time is appropriate so as not to overwhelm the recipients.
By syncing our bulk strategy with preferences and browsing history, our bulk emails were able to see higher open rates and conversions.
The result:
| # | Bulk Campaign | Click Rate | Revenue |
|---|---|---|---|
| Klaviyo | 101 | 0.78% | $14580 |
| Engage | 22 | 1.24% | $27515 |
| Improvement | 58.97% | 88.72% |