￼Men’s Style Lab sees 90% ROI in six months through premium content, blogging, and organic traffic from inbound marketing efforts.
Men's Style Lab is a clothing 'concierge' service that connects personal stylists with men across the United States. Stylists curate boxes to meet the fit, style, and preferences of customers after men fill out a "style survey." Curated boxes come either once, monthly, bi-monthly, or quarterly — and customers decide which fashions to keep, and which to send back.
In the early fall of 2014, MSL exploded in rapid growth and popularity. They had preliminary interest and a huge list of email opt-ins from interested men, but no follow-up lead nurturing. While the staff knew there were gaps in its marketing, they focused mainly on the immediate needs of sales and customer service.
Without smart marketing, they knew this level of growth wouldn't be sustainable. They needed a single marketing tool and an agency to unite marketing and sales efficiently under one umbrella, and to tie their fledgling social media, blogging, and email marketing strategies together with one platform.
Men's Style Lab grew fast in popularity and generated word-of-mouth traffic at the outset. As a result, they accumulated a huge list of potential customers that opted in to receive emails. But many of these men weren't quite ready to buy, and they were dropping off just before hitting "submit" on the box subscription form. They needed nurturing, but MSL didn't have any lead nurturing strategy in place.
In addition to holes in the funnel, MSL knew they needed a sustainable source of long-term traffic after the initial boom wore off. They knew the power of content marketing — especially in the style and fashion industry — but they weren't blogging effectively or frequently.
SparkReaction saw this hole in the funnel, and we devised an opportunity to fix it. We set up a sequence of nurture emails in an automated workflow, which engaged leads gradually with enticing offers and high-quality content.
We also set a content marketing strategy into motion, complete with regular, high-quality blog posts that are standard for the fashion and lifestyle industry. In addition to content lead nurturing, we automated a process to pass cold leads to MSL stylists, who followed up with leads a few days after form abandonment. As a result, we had landed on a sustainable way to capture traffic and nurture those leads into customers.