Ecommerce Email Marketing for Buy Wholesale Cabinets — in HubSpot

DISCLAIMER: This project was owned by TrueVyne. I worked on as a subcontractor by whitelabeling my services.

Buy Wholesale Cabinets (BWC) is a top national distributor of shaker white and gray RTA kitchen cabinets & vanities. That said, their warehouses across the country serve as distribution centers and are not open to the general public.

Project Start: June 2024 Project End: December 2024

TrueVyne had an ongoing client in need of a robust email marketing strategy. They needed to bring an email marketer onto the project to create a thorough strategy, design emails, and manage the HubSpot email marketing hub for their client.  At the time I was brought on to the project, there was very little email marketing in place. They had a single follow up email for their discount offer, a few monthly emails, a generic abandoned cart recovery email, but they knew they could do so much more to leverage email marketing to generate sales on their online store.

Since the client has a limited budget for email marketing, we prioritized creating one email marketing campaign at a time.

Abandoned Cart Recovery - For the first campaign, we prioritized creating a lead nurturing email series for people who abandoned their shopping cart. I created the strategy with the client and implemented a 5-part email series that continuously converted over 10% of enrollees. This campaign consistently influenced nearly $1M in monthly sales.

$100 Discount Campaign - Our next campaign priority was to create a longer email series to remind people to use their discount code. The client had one follow-up email in place, but we revised the first email to be more impactful (and less generic), updated the popup language, and created a 5-part email series to remind potential customers to use their $100 off an order discount code.

Sample Upsells - For the third campaign, we created a follow-up email campaign for people who purchased cabinet samples as a reminder of who they bought from and what their next steps are to complete their cabinet order (with a minimum $2,000 purchase).