Case Study | January 11, 2012

Austin Canoe & Kayak Introduces Promotional Emails And Increases Revenue

Source: Bronto Software, Inc.
Austin Canoe

Austin Canoe & Kayak (ACK) believes their success is the result of "unwavering customer service and a dedication to and love of outdoor exploration." This customercentric approach has made ACK a trusted brand and go-to source for paddlesports enthusiasts and outdoor adventurers. As ACK has evolved and grown, email has become an important driver of revenue.

ACK is a premier paddlesports retailer and also features a broad assortment of camping, hiking, climbing, rafting and snorkeling equipment as well as related gear and accessories. Since purchasing the company in 2005, owners (and brothers) Peter and Steve Messana along with Chris Hackerd, have greatly expanded the inventory selection and store locations. ACK currently offers more than 240 models of canoes and kayaks plus over 2,500 accessories on their website and in their 3 store locations.

Austin Canoe & Kayak's email program followed a content-driven, newsletter format prior to coming on board with Bronto. Email communications served to share knowledge about the sport and related events more than driving revenue. Subscribers received a monthly newsletter that occasionally contained a coupon. Products were tucked away in a narrow sidebar. Targeted promotional offers and alignment of marketing communications with the buying lifecycle of their consumers were not being done.

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