OBJECTIVE: 

The goal of this campaign was to grow Buffalo Tom’s mailing list and foster deeper engagement with their audience to promote concert tickets, merchandise, and exclusive content. Through a combination of CRM-driven email marketing via Mailchimp and strategic paid advertising, we aimed to turn casual fans into dedicated superfans, driving both list growth and fan engagement.

STRATEGY: 

To grow Buffalo Tom's subscriber base and drive fan engagement, we employed a combined approach of Mailchimp email marketing and targeted paid ads. Our strategy included:

 

• Subscriber Acquisition: Early growth was driven by paid ads, resulting in a 6% increase in subscribers by December 2023.

 

• Content-Driven Email Campaigns: Weekly eBlasts promoted concerts, merch, and new music, with a focus on exclusive content and pre-sale offers.

 

• Evergreen Campaigns: Automated series, including a Welcome Series and Music Discovery emails, ensured ongoing engagement.

 

• Retention Without Ads: From April 2024, the list remained stable at around 6,800 subscribers without additional ad spend, due to consistent, valuable content.

RESULTS: 

• Subscriber Growth: A 9.7% increase, from 6,196 to 6,797 subscribers by September 2024.

 

• High Engagement Rates: Campaigns saw CTR above 10%, with standout campaigns reaching 19% CTR and 60%+ open rates.

 

• Successful Evergreen Campaigns: The Welcome Series and Music Discovery emails consistently achieved 80%+ open rates and 40%+ CTRs.

 

• The Father's Day promotion saw a 7x increase in merchandise sales on the day of the email.

 

• Retention: The list remained stable at 6,800 subscribers from April to September 2024, maintaining strong engagement without ads.