Linksoul is a lifestyle brand inspired by the game of golf and built with a mission to reconnect people with the soul of the game. Created by a team of golfers, craftsman, and artists, the brand has grown into the collective work of a group of people who believe in making things with their hands for the good of families and communities. Based in Oceanside, California, the socially and environmentally responsible company has an extremely loyal following. Their collection of apparel and accessories combines a carefree and laid-back attitude with a sophisticated touch, perfect for all generations and styles.
With their previous email service provider, Linksoul could only execute basic triggered campaigns like cart and browse abandonment. But these simple campaigns weren’t enough for a brand built on the concept of human connection. They wanted more customized segmentation capabilities to be able to send more personalized emails and special offers to specific audiences, creating a one-to-one marketing feel.
Linksoul chose Zaius after becoming enamored with the direct access to the data. “As a data-driven organization, we love having the ability to drill down into an individual customer profile, see all of their touchpoints across devices, and understand which touchpoint led to a sale,” said McGregor Button, VP Marketing at Linksoul. “We love being able to see a customer’s entire lifecycle and segment it out by different purchases.” From lifecycle analysis to calculating lifetime value, the data goes way beyond what their previous technology could do. Not only has Zaius met all of Linksoul’s needs and wishes for granular segmentation, but it also gives them endless possibilities for personalizing campaigns.
“Zaius is more than an ESP; it helps us make smarter business decisions,” continued Button. “We want an automated engine that drives a lot of revenue with minimal effort. And that’s what Zaius delivers.” With the help of their agency SmartClick Advertising, the Linksoul team created automated campaigns designed to incentivize repeat purchase by targeting customers two weeks after they purchase shorts, tees, and polo shirts. Leveraging Zaius’ dynamic product grid, the campaigns show the most popular products from the category the customer made the purchase in and offer compelling discounts like “4 for $200” alongside them.
With their previous tool, the Linksoul team had to download the email list every month, upload it to Facebook, and exclude email subscribers from their upstream “cold lead” ads. Now, instant segment syncing with Facebook means Custom Audiences are updated in real-time, requiring no ongoing effort on their part. The team also syncs their lifecycle segments (one-time, repeat, and loyal purchasers) with Google Shopping and AdWords to make bid adjustments based on whether someone is in that audience or not.
These capabilities are extremely powerful in converting the most likely buyers—something that wasn’t possible with their previous technology. Ultimately, Linksoul’s plan is to complement every email offer with targeted Facebook and Google ads, running them simultaneously to create a unified strategy, message, and look across channels and touchpoints.
Linksoul’s purchase intent campaigns are highly successful with an average conversion rate of nine percent, an average $3.71 in revenue per message, an average open rate of 39 percent, and an average click rate of nine percent. Despite sending the campaigns to 14,000 people to date, they have only had a single unsubscribe, which demonstrates the relevance of the content to their audience. And since the automated campaigns have allowed the team to “set it and forget it,” this revenue is generated with zero ongoing effort by the Linksoul team
Zaius is more than an ESP; it helps us make smarter business decisions. As a data-driven organization, we love having the ability to drill down into an individual customer profile, see all of their touchpoints across devices, and understand which touchpoint led to a sale. We want an automated engine that drives a lot of revenue with minimal effort. And that’s what Zaius delivers.”