About the client
Mr Pool Man is an Australian, family-owned and operated pool supplies business based on the Central Coast of NSW. After humble beginnings over 25 years ago, Mr Pool Man has grown to be Australia’s leading supplier of pool products online. Over 350,000 happy customers across Australia choose Mr Pool Man to help keep their pools sparkling.
The opportunity
Email automations are the ideal way to continuously generate revenue with little input once they’re live. When it comes to sales periods, email and SMS automations can often be overlooked. This means that customers likely receive a higher volume of messages than they normally would, plus, some of these messages may be irrelevant. For example, an email or SMS with a discount code that varies from the current offer. In addition, at peak sales times when traffic is high, brand messages can often be overlooked.
For the best customer experience, we want customers to receive personalised messages and relevant offers at the right point in their journey. If standard flows are left on throughout peak sales times or special sales events, there’s every chance that customers will skip past them, or not retain the information — meaning the relationship between the customer and the brand is disadvantaged.
For Mr Pool Man, their Spend and Save sale over the Black Friday period in 2023 posed an opportunity to tailor communications to customers, increase cart value, and encourage conversion.
Actions taken
To maximise revenue during Mr Pool Man’s annual Spend and Save Sale, we devised an Abandoned Cart strategy around the promotion. This was a three-stage series (two emails and one SMS) repeated across seven flow branches to split customers by their total Cart Value and remind them of the discount they qualify for.
The spend and save incentives were as follows:
- Cart value $150-$249: $15 off
- Cart value $250-$349: $25 off
- Cart value $350-$499: $50 off
- Cart value $500-$749: $100 off
- Cart value $750-$999: $150 off
- Cart value $1,000+: $200 off
Customers who did not meet the minimum spend of $150 were sent reminders to boost their Cart Value in order to qualify for a discount.
Splitting the flow based on Cart Value allowed us to encourage customers to increase their Order Value in order to qualify for a bigger discount. By implementing this Abandoned Cart flow in addition to Mr Pool Man’s Black Friday email campaigns, we were able to send targeted, automated messages that made an impact.
Results
Overall, the Spend and Save Abandoned Cart Series performed well over the 2023 Black Friday period, with notable results including:
- 18X ROI
- 5.66% series conversion rate (3.63% peer average)
- 9.05% average click rate (6.95% peer average)
- $99.90 revenue per recipient ($3.70 peer average)
At the start of the series, 63.6% of customers fell into the bracket of Cart Value being under $150. Of these customers, 45% placed their order within 30 minutes of starting their checkout.
Customers with a Cart Value of $1,000+ made up the next most popular group. This email variation achieved great results, including an average placed order value of $4,986.
Mr Pool Man also had a set of email and SMS campaigns for Black Friday, which the Spend and Save automation supported.
From the client
“REP. is a standout boutique digital agency. Unlike larger companies, their close-knit team ensures a personalised experience where attention to detail shines. Projects are flawlessly executed with minimal feedback required, showcasing their expertise in CRO and email marketing for strong optimisation results. Choosing REP. means choosing a partner who values your uniqueness and delivers exceptional digital solutions. Highly recommended!” – Natalie Hintze, Director, Mr Pool Man.
Get in touch
With REP.’s help, Mr Pool Man had a successful Black Friday, with results including an 18x return on investment. Get in touch with us at hello@rep-agency.co, or if you’re unsure where to start, you can purchase an account audit from our website here.
