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Growth in store
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“Working with the Hustler Marketing team has been great. The team is professional, creative, goes above and beyond, and is laser focused on delivering results that matter. I’ve been especially impressed with their visually stunning and creative email templates and unique content ideas including a six part weekly series featuring key figures from the Wild West. We’re so proud of our email marketing and I can’t imagine not working with the Hustler team.”
Customer Appreciation Responses
Founded in 2013, Ranger Point Precision Store is a full-service custom Marlin lever-action rifles and CNC machine shop. Its roots lie in its founder and CEO Adam Devine’s interest in firearms as a kid and later pursuing mechanical engineering and subsequently working as a master mechanic in the motorcycle industry “We saw the opportunity to raise the bar in an industry that seemed mired in long lead times and lacklustre customer service. Since I had a peculiar passion for Marlin lever-action rifles, we decided to make them a Ranger Point specialty.”, says Devine. Adam and his team of skilled gunsmiths built high-end, custom Marlin lever-action rifles. From there, Adam began designing parts for Marlin lever-action rifles and later added our Henry and Winchester rifle parts. Today, Ranger Point Precision Store enjoys a unique position of being a one-stop shop for all things hunting and defence firearms related. Its push for R&D and constant product improvement has led to it enjoying a nearly monopoly position in the firearms market.
Ranger Point Precision has been expanding rapidly, adding a new manufacturing facility in 2020 to accommodate its growing customer demand and a larger team. Ranger Point Precision prides itself being on a 100% founded and made-in-America brand who stands by kits quality and considers itself honour bound to serve customer needs.
Founded in 2013, Ranger Point Precision Store is a full-service custom Marlin lever-action rifles and CNC machine shop. Its roots lie in its founder and CEO Adam Levine’s interest in firearms as a kid and later pursuing mechanical engineering and subsequently working as a master mechanic in the motorcycle industry “We saw the opportunity to raise the bar in an industry that seemed mired in long lead times and lackluster customer service. Since I had a peculiar passion for Marlin lever-action rifles, we decided to make them a Ranger Point specialty.”, says Devine. Adam and his team of skilled gunsmiths built high-end, custom Marlin lever-action rifles. From there, Adam began designing parts for Marlin lever-action rifles and later added our Henry and Winchester rifle parts.
Today, Ranger Point Precision Store enjoys a unique position of being a one-stop shop for all things hunting and defence firearms related. Its push for R&D and constant product improvement has led to it enjoying a nearly monopoly position in the firearms market. Ranger Point Precision has been expanding rapidly, adding a new manufacturing facility in 2020 to accommodate its growing customer demand and a larger team. Ranger Point precision prides itself being on a 100% founded and made-in-America brand who stands by kits quality and considers itself honour bound to serve customer needs.
According to Adam, creating awareness for the brand remains the number one problem and hence number one opportunity. “40 million Marlin rifle owners. 25 million Henry rifle owners. 50 million Winchester rifle owners. Huge opportunity which we stay on with public relations, social media and influencer marketing .”
Being a restricted product, Ranger Point Precision cannot advertise their products on most mainstream advertising platforms. This puts the onus of promoting their products and engaging their customers through non-advertising means such as organic content, email marketing, influencer marketing and more.
The company has spent significant resources on website customer service content, added Trustspot reviews and Q&A, a Lever Addict Rewards program and driven a robust email marketing program to drive sales and to reduce abandoned carts.
The biggest challenge for Ranger Precision Point Store in its present state is keeping up with the growth that a good business model generates. Lean manufacturing and business efficiency is a high priority so that the can aptly scale while still delivering fast turnaround and high quality products.
Ranger Point Precision Store has relied heavily on email marketing for store promotion and growth and saw results, if limited, with it from the get go. They executed their email marketing inhouse before us, but felt that they were not getting the most out of their spend and efforts. And hence their search for a professional email marketing agency began late last year.
They discovered Hustler Marketing on the Klaviyo partner page where Hustler Marketing is one of the only 6 platinum-badged marketing agencies. They knew we were the partners for them to help them market and grow their store with email marketing.
Ranger Point Precision used SpringBot to create monthly emails in-house along with automated emails for email signups, abandoned carts. These emails were responsible for only around 1% of sales.
The company’s social media content strategy involves creating a couple of posts per day across all the social channels, as well as engaging with all the comments and messages on them.
A dozen YouTube influencers create video reviews and show how our products work in real life. PR: Magazine articles and product reviews along with press releases on major new products.
Magazine articles and product reviews along with press releases on major new products.
Partnerships with hundreds of gunsmiths who take photos and videos of their custom builds using their parts.
“I knew nothing about traditional rifles or the hunting culture, so I immediately realized I had a challenge in front of me… It was time to work.”
1 . Research: After the thorough onboarding process, we studied RPP’s old emails and did an extensive amount of research, including through their blog posts, which was a big help in the initial stage. We learnt what this audience likes to read about and how to engage an already very engaged audience even more.
2 . Hitting initial road blockers: Despite being presented with an engaged audience, after sending the first few email campaigns, we received a couple of customer responses about how they didn’t want to receive that many emails. They were opening them, they were clicking them, they were even buying, but still, it was just a bit too much for some.
3 . The right Segmentation Strategy: We needed to come up with an adequate segmentation strategy that would keep only the most interested customers in the loop. We found out that the customers that were complaining the most were recent buyers, so one of the few things we did was starting to exclude them from our campaigns and then bringing them back after a while. All done dynamically through Klaviyo’s segmentation. We created not one, two but over 7 Customer Segments to send the most relevant campaigns to and drive up the engagement levels.
4. Assigning the right copywriter: We knew this was a niche product and the copywriter assigned to the account had to know what they were writing about! We chose Diana, our star copywriter. Being from the Midwest USA, and luckily, very intrinsically integrated into the hunting culture, Diana was a goldmine of ideas for a hunting and defence accessories business. Leaning heavily on Diana’s wealth of content and superb copywriting skills, we started to give Ranger Point Precision’s customers the content they didn’t yet know they needed in their lives
Apart from many other great emails we’ve sent, we started a series called Stories of the Wild West, a hugely successful series of newsletters. We started telling amazing real-life stories of high-profile western history icons and customers loved it! We get replies to our emails all the time saying how much they love our content and how they look forward to the next emails. We went from getting some complaints to getting lots of accolades.
After they were fully onboarded, assigned a team, their design guidelines established, and their flows refined and re-set up, we established the following 5 big strategies to continue to scale their revenue and establish a stronger connect with their loyal customer base.
We started designing a lot of campaigns with a gamut of informative and interesting content Ranger Point Precision’s audience would resonate with and would really enjoy reading. This approach has turned out to be a big plus given the conservative nature of the customer base. They are becoming more and more engaged with the brand and even send us emails back saying they love reading our content.
We understood this customer base doesn’t enjoy receiving emails all the time, so we tweaked our sending strategy to take this into consideration and give recent buyers room to breathe and not send them more salesy emails, while nurturing them with at least 1 interesting piece of content to read, until they start receiving 2 to 3 emails per week (more regular) after 1 month of their last purchase.
The store already had flows like Welcome Flow, Abandoned Cart, post Purchase setup and they drew 1-2% of their revenue from it, but we did a deep dive into the structure, the content and the send strategy on all the flows and recreated them all. Today, the store enjoys on average 20% of their email marketing revenue from flows alone.
We managed to identify the customer avatar for this store and figure out what kind of content they wanted to engage with, leading to long term better performance in open rates (given that customers look forward to our emails), and also drive up brand loyalty.
Knowing how much is enough is key in email marketing. Too few emails and you don’t create any impact, but too many and you send the spam filters into overdrive. We managed to arrive at the perfect sweet spot. We understood the right frequency for the right customer, avoiding sending too many to customers who don’t “need it” while keeping them engaged and with good win-back strategies in place once it’s been a while since their last purchase.
Our carefully and deliberately planned strategies, our well-crafted emails, our nuanced copywriting, stunning designs, and advanced email marketing flows have helped Ranger Precision Point store grow 32% in just 3 months. While the growth has been stellar, it’s also consistent and growing an average of 7% month-on-month. The store does not just benefit from a higher revenue without any ad spend, but also enjoys customer appreciation in equal parts.
“Ranger Point Precision Store serves as the perfect client, whom with a proactive approach, progressive ideas about marketing of their store, and an open mind to new ideas, drove their store to an amazing growth path. They also constantly acknowledge our efforts, read all the monthly reports, and send kudos our way which motivates us to push even harder and keep growing the store. Absolutely love working with Kim and Adam.”
“We started out with a very basic email marketing program so we basically needed the team to create a whole program from scratch. In the beginning, they worked quickly to develop our amazing Design Guide, Copy Guide, and Email Flows that were better than I could have imagined. From there, every week, the team comes up with unique content that tells a story and keeps our customers engaged. The feedback from our customers has been terrific. In just four months since launching the program, our email marketing is already responsible for around 30% of sales and growing every month. I’m so happy to be working with the Hustler Team and expect we’ll continue to see great results in the future.”
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