Crate and Barrel is one of America’s best-known and most successful furniture brands. They’re also a perfect example of how to use lead magnet email series successfully to drive growth.

What are Lead Magnets?

Lead magnets are valuable pieces of content offered to potential customers in exchange for their email addresses or other contact details. By providing relevant and engaging content, businesses can attract leads and nurture them through the sales funnel. Crate & Barrel recognized the potential of lead magnets early on and have been leveraging them to drive growth ever since.

Crate & Barrel's lead magnet strategy revolves around offering exclusive content tailored to their target audience's interests and needs.

Crate & Barrel uses a lead magnet email series to nurture its customers through various stages of the sales funnel, from top to bottom, including encouraging repeat purchases and loyalty through rewards programs. This approach helps the brand build strong relationships with its customers, increase customer loyalty, and ultimately drive sales.

It starts the minute you visit their site for the first time. Lead magnet #1 is a 10% off offer that you can redeem immediately, in exchange for email and phone details. But it’s not just one-and-done – Crate & Barrel then uses a lead magnet email series to nurture its customers through various stages of the sales funnel, from top to bottom, including encouraging repeat purchases and loyalty through rewards programs

They have created a series of email campaigns that deliver value-packed content, encouraging subscribers to engage with the brand over longer periods of time and, ultimately, make a purchase.

Design Inspiration Series

One of Crate & Barrel's most successful lead magnet email series is their "Design Inspiration" campaign. This series provides subscribers with expert tips, trendy design ideas, and curated product recommendations to help them create their dream living spaces. By offering valuable content, Crate & Barrel positions itself as a trusted authority in home decor, fostering brand loyalty and driving sales.

Seasonal Guides

Crate & Barrel also leverages seasonal content to attract and engage subscribers. They create lead magnets that offer exclusive access to seasonal catalogs, holiday gift guides, and entertaining tips. These timely resources resonate with subscribers, encouraging them to explore the brand's latest offerings and make purchases for upcoming occasions.

Exclusive Offers and Discounts

To further incentivize subscribers, Crate & Barrel includes exclusive offers and discounts in their lead magnet email series. These promotions create a sense of urgency and encourage subscribers to take action, driving sales and revenue growth. A study by Bluecore found that emails with personalized recommendations and discounts had a 50% higher click-to-open rate compared to generic emails

Results and Impact

Crate & Barrel's lead magnet email series has proven to be a highly effective growth strategy. By providing valuable content and exclusive offers, they have been able to attract and retain a loyal customer base. According to a case study by Mailchimp, Crate & Barrel's email marketing campaigns have an average open rate of 18.4%, significantly higher than the industry average of 15.2%. Their email campaigns have contributed to a 15% increase in online revenue year-over-year, according to Crate & Barrel’s own reporting.

THE TAKEAWAY:

• Crate & Barrel's success shows that targeted content drives growth and engagement.

• It also doesn't need to be deep content that takes an age to produce (not every company has to launch a publishing arm like Stripe Press)

• Valuable product-related resources and exclusive promotions helped them attract & retain a loyal customer base, resulting in increased revenue and brand loyalty.