Reeling in Results: Hot Tackle's Email Marketing Debut
Hot Tackle is a family-owned Australian business based in NSW. Voted Australia’s Best Tackle Store in 2023, Hot Tackle specialises in fishing gear from light estuary lure to heavy game tackle (and everything in between).
The opportunity
Hot Tackle has a highly engaged audience on social media, particularly Instagram. With 110k followers on the platform and high engagement rates on all posts, Hot Tackle’s audience is very receptive to the content they create. However, there was a key part of the customer journey missing — email marketing.
Hot Tackle have traded in-store and online since 2016, and up until working with REP. they had no email marketing in place. Given how engaged their audience is on social media paired with their shopping behaviours, adding email marketing to the mix was a no-brainer.
Solution
Up until 2025, Hot Tackle’s online audience looked to their social channels to stay up to date with new products, deals and promos. By adding email marketing to the mix, it opened up the opportunity to communicate with their wider audience — particularly those who don’t use Instagram or prefer to shop in-store. We started by onboarding Hot Tackle to Klaviyo email and SMS to implement foundational points, including:
- Data Capture
- Welcome Series
- Email campaign template
- Customer segmentation
Deal of the Week Template
Hot Tackle runs ‘Deals of the Week’ with individual promotions on select products. They share video explanations of the featured products on their website as well as Instagram, where the videos regularly receive upward of 1,000 likes. REP.’s first project was to create a ‘Deal of the Week’ email campaign template for Hot Tackle to use to alert their database of current promotions. This custom template included user-friendly, editable blocks for Hot Tackle’s internal team to use. The REP. team also set up segments for campaign sends to help Hot Tackle warm their domain for sending regular campaigns.
Data Capture
Prior to working with REP., Hot Tackle had no data capture points on their website — no embedded form or popups. This meant the only way Hot Tackle could collect customer email addresses was through signing up at the checkout.
We implemented 2 x data capture forms, one for new site visitors, and one for those displaying exit intent. Since customers on Hot Tackle’s website weren’t used to seeing popups, we ensured the popup was set to display after a set time and to not show again to customers who closed the popup for a certain time period.
Welcome Series
We implemented a five-step email journey, with SMS intertwined at key points. Throughout this series, we collected profile information from customers based on their click and viewing behaviours. We were able to create custom properties to display recommended products from set categories using show/hide logic in Klaviyo. We crafted two journeys within the same automation so that customers were given a personalised experience based on the welcome offer they signed up to.
Results
In the first two months of the project, the Data Capture and Welcome Series REP. crafted for Hot Tackle saw an ROI of 38x. In this time, the Welcome Series achieved a conversion rate of 21.26%. “This is the highest conversion rate I’ve seen in a Welcome Series, and is a great sign of what’s to come for Hot Tackle’s email channel.” – Georgia, Account Director at REP.
Get in touch
If you’re ready to transform your customer journey and increase conversion rates, get in touch with the team at REP. by emailing hello@rep-agency.co.
