Kate started her business with just $800, a dream and a deep love for kombucha. It wasn’t easy but with a lot of hard work, she grew her company into the largest, most reliable home-brewing kombucha brand out there. Gives to show that following your dreams is something you should never ignore.
After a while, Kate realised that she needed an email marketing program which would match up to her standards, and that her website was due some TLC too, so that’s where we came in.
So far we’re proud to say we’ve achieved some pretty amazing results for Kate and her kombucha company. Wanna hear more? Well then pour yourself a glass of cold booch and get comfy – here’s our story.
The Kombucha Shop Post Highlights:
How it all started
In July 2019, a Kombucha Shop email landed in our inbox. We had seen them on Shark Tank and knew that their homebrewing kit was the best on the market - heck, one of our founders even had a kit from way before, so we knew firsthand just how awesome her kombucha kits were. What they needed was an email marketing game that was just as good, and a website that would make their brand look as good as their products, packaging and customer support were. We were also a new brand back then but when Kate found out we were kombucha-holics and shared a lot of her values, she decided to give us a chance.
It was a great choice – for all of us. When two businesses that are really good at what they do (not to brag or anything), come together, magic can happen.
How Far We’ve Come
Kate realized that there was a lot of opportunity to get people into the top of their funnel and to move them through it faster if they improved their own email marketing program rather than relying on the tight grip of Amazon’s marketplace and strict guidelines.
And because Kate and her crew nearly fell off their chairs when they saw our design style (as you can tell, we’re super humble), they wanted us to build their site, too. We played a key role in transforming The Kombucha Shop from an Amazon-first business into an independent online store.
Working side by side, we helped the Kombucha Shop remove the shackles of Amazon and create a platform that would make a big impact on the brewing world, bringing their kombucha brewing kits to the masses.
When we met them, they were selling from a Squarespace website built with a template, which is absolutely fantastic for a start-up that needs to be very mindful of spend and resource allocation, but we had to give them the cold hard truth of the fact that their website was slow, wasn’t looking as amazing as the rest of their product, and wasn’t optimized at all.
The concept of a site redesign & migration is always scary for brands (and sometimes developers and designers too), but we decided it’s worth the bother. We were missing too many leads from the funnel because their then-MailChimp ESP and SquareSpace e-commerce platform weren’t seeing eye to eye, and we couldn’t build out all the proper workflows to make sure we capture leads at the right time, every time.
We decided to go to Shopify, and built the whole website from scratch thinking speed and SEO-first, as well as making sure that their product was put in properly good light. All-in-all the migration and build-out took little over 3 months from strategy to R&D, and everything was as smooth as we had hoped, thankfully.
With the 2019 Holiday Season just around the corner, we just scraped the deadline day.
Want to see what their site looks like now? Check it out: https://www.thekombuchashop.com/ and while you’re there, why not get yourself the best home brewing kit on the market? You’ll thank us later!
After the website design, we were ready for the next step – our favorite, email marketing. We’ve always run a looooot of A/B Tests on our campaigns but this time, we did something that would take The Kombucha Shop to the next level – we added Klaviyo's email marketing platform into the mix. Without them, we couldn’t have gotten the results we did.
We touched on this above, but just to make sure the point comes across… Unfortunately, MailChimp and SquareSpace didn’t see eye to eye.
Even worse, MailChimp had just decided to part ways with Shopify a few months earlier, which meant that we were still in no-go territory with regards to properly being able to analyze, segment and hand-hold our leads during the process of going through the funnel. The decision needed to be made, and Klaviyo’s price competitiveness and otherwise feature-rich environment was enough to make up our minds.
For a business like The Kombucha Shop, the most important focus is sales – true engagement should always be considered as well but here, it’s sales numbers you want, first and foremost. As with most e-Commerce businesses; however, it’s not so easy to get sales without an effective marketing strategy.
As of November 2020, we’re constantly averaging anywhere between 18 and 25% of the Kombucha Shop’s revenue has come from email marketing. We’re all over the moon about it – this is a higher figure than many other companies in the same industry and it can only go up from here now that we’re able to focus more on lead capture with most of the build-out now complete.
We’ve already signed our third contract with them, so we have strong beliefs that they’re just as happy as we are with how things turned out.
Here are some amazing stats detailing what we did:
- The Welcome series - Over the previous months, we’ve been particularly involved in the welcome series to help TKS improve their overall email marketing performance. And we’ve done just that - their welcome series now averages $5.64 per recipient! Yup, you read that right!
- The Kombucha Shop average daily revenue per recipient for aaall emails sent (and trust us, there are a LOT), is $1.44.
- Their average daily open rate for flow emails is 48.4%, so almost half of their flow emails get opened.
- The average daily click-through rate for flow emails is 20.8%. That’s pretty appetizing compared to the industry standard of just 8.9%
- The average daily revenue for automated messaging is $2.57 - per recipient! With the relatively low price point of The Kombucha Shop’s products (even though they’re so incredibly high-quality), this super high per-recipient rate is almost unbelievable but trust us, it's true.
- The average daily placed order rate for flows is 4.01%. When you consider that these flows are shooting messages out all day every day, that adds up to a pretty penny for our friends at The Kombucha Shop.
So, if your dream is to focus on your business growth while a group of super passionate experts take care of your email marketing strategy, then our crew is waiting for you. Ready to boost your marketing and your sales? Hit us up today - every minute spent spinning your wheels on your program is one less minute that an expert team could be skyrocketing your ROI.