Pelé Soccer Scores 33% Email Revenue Growth Amidst Rebranding Campaign Thanks to Email Aptitude’s Expertise and Swift Strategy Execution
Pelé Soccer had just debuted its new brand in honor of one of the sport’s all-time greats - but now the company needed a game plan for email marketing to support the transition and keep sales and subscriber growth moving down the field. Email Aptitude provided swift, flexible service through the rebranding and now guides Pelé Soccer’s ongoing email strategy.
Pelé Soccer, formerly United World Soccer, is a leading soccer retailer in the U.S. In 2017, UWS teamed up with the greatest soccer player of all-time, Pelé, to rebrand as Pelé Soccer – a move the founders hope will give the brand additional cachet and fuel their growth plans.
But the switch to the new name posed challenges, as well, and the Pelé Soccer team realized they needed to take their marketing to the next level to ensure a smooth transition. The company’s email program had been sporadic, but reconnecting with brand followers was essential to a successful rebranding launch. Pelé Soccer turned to Email Aptitude in August of 2017 to help craft a rebranding strategy and establish an ongoing email program.
Rebranding Support Enables Successful Re-Launch
With the rebranding rollout looming, Pelé Soccer and Email Aptitude leapt into action to ensure that the new logo, look and feel was universally deployed across all types of email. Email Aptitude’s designers revamped templates for promotional emails, which had previously been text-heavy and didn’t always render well across different screen sizes. They also instituted a branded design for the first time for post-purchase transactional emails.
Within two months, the email redesigns were complete and the new site launched. In the immediate wake of the rebranding, before the new URL had been catalogued by search engines, natural SEO rankings dropped, but Email Aptitude helped bridge the gap with a series of emails announcing the debut of the new site and name.
In addition, Email Aptitude helped design new modal windows inviting eCommerce site visitors to sign up for email updates, and also instituted a mobile-specific version. Exit-intent overlays were also launched to capture shoppers about to leave the site. As a result, email subscriptions grew 11% in the two-month transitional period.
“The volume of new designs and content elements Email Aptitude took on in a short period of time was impressive,” said Luke Davis. “Their work ensured that our rebranding was consistent and well communicated, and that the excitement generated by the launch translated into sales and new subscribers.”
Targeted Approach Ensures Growth Through Transition
Another element of the rebranding strategy was to revamp Pelé Soccer’s welcome email series and abandoned cart series, both of which were in need of fresh content and offers as well as a new look. The new welcome series enticed new subscribers to engage repeatedly with the new site and spread the word via social networks, while cart abandonment emails reconnected researchers with items they’d previously considered, while suggesting others.
Email Aptitude also helped Pelé Soccer reach an inactive segment of subscribers who hadn’t opened an email in at least six months. By sending a targeted promotion introducing the new branding to those who’d previously demonstrated interest, Pelé Soccer earned back 2,000 subscribers -- a substantial number for its growing list.
Email Aptitude also helped win back existing contacts by solving a deliverability challenge with contacts using Hotmail, which flagged as spam some 85% of Pelé Soccer’s emails. Email Aptitude strategists helped Pelé Soccer gradually re-engage with the list and remove harmful and defunct addresses. Daily tracking enabled the team to monitor results closely and achieve a complete turnaround, with Hotmail deliverability now averaging 99%.
“Thanks to Email Aptitude’s expertise, we were able to target crucial segments of our list and ensure they received fresh opportunities to engage with our new brand,” said Luke Davis. “The Email Aptitude team had the technical savvy and knowledge of industry best practices to help us execute these targeting campaigns flawlessly.”
Solid Foundation Sets the Stage for 2018
After demonstrating speed, flexibility, and teamwork during the high-stakes rebranding launch, Email Aptitude strategists continued in a collaborative vein to develop an ongoing strategy and establish a monthly email calendar for future campaign planning. Whereas previously, Pelé Soccer had engaged contacts sporadically, now regularly-scheduled promotions give subscribers fresh, timely content and new product offers, helping keep the brand top of mind. Email-driven site traffic has grown 32% year over year as a result, and overall email revenue has jumped 33.4%.
Email Aptitudes strategists, content creators, and designers serve as Pelé Soccer’s resident email experts, working seamlessly with the brand’s marketing team to coordinate and execute new strategies and campaigns. In addition to establishing enhanced testing in the year to come, the partners are planning to launch a re-engagement program and a personalized post-purchase series that offers content and complementary products based on items the customer ordered. And with the 2018 World Cup coming up, acquisition of new subscribers will be paramount, with sweepstakes and social promotions slated to come into play to tap into audience excitement about “the beautiful game.”
“We’re comfortable relying completely on Email Aptitude for strategy guidance, day-to-day planning, and campaign execution,” said Luke Davis. “As a growing company, we appreciated that we received such dedicated expertise through our rebranding launch, and look forward to continuing the collaboration.”
About Email Aptitude
Email Aptitude is an ESP-Agnostic and award-winning Agency focused on full-service email program management and advanced email strategy. Based in San Francisco, CA, Email Aptitude was recently named to the Inc. 5000 as the #1 fastest growing email agency in the country; the Bay Area Fast 100; and honored by the prestigious AdAge Top 50 Best Places to Work in the US. The Email Aptitude team is made up of top industry veterans and the new bright minds of email who grow and manage email programs for some of the world's hottest fast-growth startups and global enterprise brands. To learn more about Email Aptitude and view current job openings please visit our website: https://goo.gl/ExKz39