How Email & SMS Marketing Drove Sales for The Battle of The USA Hat
For the launch of The Battle of The USA Hat, I designed a strategic email and SMS marketing campaign to maximize engagement and sales. By leveraging a split test for the release campaign and implementing a post-purchase funnel inspired by Nike SNKRs’ “Got ‘Em” messaging, I was able to create a high-converting, hype-driven experience for customers.
Here’s how I executed this campaign and the key takeaways from the results:
Phase 1: Split Testing the Product Launch Campaign
To ensure the most effective messaging for the release, I set up a split test for the initial email & SMS blasts. The goal was to determine which approach would drive the highest conversions.
The Test:
I divided the contact list into two segments, each receiving a different variation of the launch message:
🅰️ Email & SMS Version A – Focused on exclusivity & scarcity, using messaging like:
“Only a limited number of Battle of The USA Hats are available—once they’re gone, they’re gone!”
🅱️ Email & SMS Version B – Focused on storytelling & design inspiration, explaining the creative process behind the hat.
“Inspired by the legendary Battle of the Bay, this streetwear essential blends history with modern design. Get yours now!”
📊 Results:
- Version A (Exclusivity & Scarcity) had a higher conversion rate, creating urgency that drove immediate sales.
- Version B (Storytelling Approach) had a higher email open rate, indicating strong engagement but lower purchase intent.
🖼 (Image: Side-by-side comparison of both email versions, showing differences in design and messaging.)
Phase 2: Post-Purchase Email & SMS Funnel Inspired by Nike SNKRs
To enhance the buying experience and build long-term customer engagement, I implemented a post-purchase email & SMS funnel inspired by Nike SNKRs’ famous “Got ‘Em” campaign.
The Funnel Flow:
✅ Immediate Purchase Confirmation – Customers received a branded “Got ‘Em” message with a custom image of the hat.
🕐 Shipping Updates & Anticipation Building – Follow-up SMS/email updates kept customers excited about their delivery.
⭐ Engagement & UGC Collection – Once the hat arrived, a final email encouraged buyers to share a photo wearing it on social media with a branded hashtag.
🖼 (Image: Screenshot of the “Got ‘Em” post-purchase email for The Battle of The USA Hat.)
Key Takeaways & Impact
🚀 Split testing proved that scarcity-driven messaging converts best for limited drops.
📩 A strong post-purchase funnel builds hype, leading to repeat purchases and organic social engagement.
📊 Combining email & SMS ensured higher reach and engagement, covering multiple touchpoints.
Final Thoughts
This campaign showcased the power of data-driven marketing, split testing, and post-purchase engagement in driving sales and strengthening brand loyalty. By creating a Nike SNKRs-style buyer experience, we turned a product drop into a community-driven event, leading to strong customer retention and increased brand excitement.