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Reggie Thomas has always had an eye for fashion. As a child, he would try to find subtle ways to stand out from his peers. That drive followed him into adulthood and led him to start creating his own designs. After launching a jacket line called Kinship, Reggie started experimenting with enamel pins to decorate his outerwear and accessories.
When customers started asking to buy the pins by themselves, Reggie had what he calls an “aha moment.” The result, which he launched in 2015, was Pinship, an accessories brand specializing in enamel pins of cultural icons.
Over the last 2 years, Reggie and his team have worked to overcome logistical challenges as they grow. Once they were able to implement processes and procedures to store and ship goods, they were able to focus on their #1 priority: marketing.
“Our biggest learning is to constantly explore new ways to market our products to our customers, such as MailChimp, Facebook, and Instagram,” Reggie says. “The different ways we can capture the attention of new customers while maintaining our current customers are forever evolving.”
With 2 to 3 new product launches per week—and more than 200 SKUs on their website at any given time—the Pinship team is always on the lookout for new technologies that’ll allow them to market their product quickly and effectively.
Enter MailChimp’s Product Retargeting automation.
Reggie told us that the sheer volume of products on the Pinship website can leave some customers potentially overwhelmed before they’ve had the opportunity to peruse everything the brand has to offer. Sending automated product retargeting emails has been part of their solution to this problem.
“Product retargeting allows us to promote to subscribers who have viewed specific products but never added them to their cart,” explains Reggie. “We know they’re thinking about our products—they subscribed to the newsletter, after all. But sometimes a customer may need an extra push to complete their purchase.”
The Pinship team is always on the hunt for new ways to convert their site visitors into paying customers, so they decided to take advantage of the customization capabilities with their product retargeting email and add a Product Recommendations content block to further optimize the automation.
“We’ve noticed an increase in return visitors to the site and an increase in the amount of products per purchase,” Reggie says. He also notes that the custom product recommendations section encourages customers to purchase more products than they initially intended.
Our experience with MailChimp’s production retargeting automation has been great for our business. I feel like a lot of people might come to our site and get a little overwhelmed. This allows us to market to those customers that just need that extra push to make that purchase. And we like to send them that happy reminder. And the fact that it’s automated is great.
The product retargeting automation has impacted our business significantly. It allows us to customize that email so we can recommend products that that customer might be interested in. And customers end up always buying more than they initially set to buy when they first visited the site or overlooked that pin.
We use MailChimp in a lot of different ways. There’s a lot of great features that we take advantage of. The product retargeting and newsletters are key to our business because we release two to three new products every week. We can track it and see how many people are opening it and see what our conversion rate is and exactly how much money we’re making off of MailChimp. So it’s a really low cost effective way to get the word out and make some money.
MailChimp has essentially been our sixth man and we’re only a team of three. So it’s allowed us to still reach our customers and not have to do it manually. But they also allow us to customize it so it still feels intimate and personal. MailChimp allows us to use our time more effectively.