Slumberkins is an innovative children’s brand that combines storytelling with emotional development tools. They create plush creatures and storybooks aimed at nurturing emotional intelligence and mental well-being in children. Through relatable characters and heartwarming narratives, Slumberkins seeks to build resilience, empathy, and mindfulness in kids—equipping families with tools to foster meaningful conversations.
Slumberkins faced challenges with customer retention and re-engagement. Although the brand had a passionate community, they struggled with keeping existing customers consistently involved and purchasing beyond their initial order.
I collaborated with Slumberkins from 2022 to 2023, where I conducted a comprehensive analysis and implemented strategic changes aimed at increasing retention and re-engagement.
Through an in-depth audit of Slumberkins’ retention efforts, I identified that their email flows were outdated and lacked personalization, customer segmentation was minimal, and community feedback was not being effectively utilized.
Total and attributed revenue were up by 4% and 47% Year-over-Year (YoY), respectively, during the time I worked with them.
To address these challenges, I developed and executed a comprehensive retention strategy focusing on enhancing the customer journey through personalized engagement and targeted segmentation.
Enhanced Email Flows: I revitalized the automated email flows, focusing on Slumberkins’ core values. For example, we redesigned the post-purchase sequence to include storytelling that extended the product experience—helping parents learn how to use the plush and storybooks to enhance emotional learning at home. Each flow was personalized with customer data to acknowledge previous purchases and suggest complementary products, making the messaging feel more individualized.
Advanced Segmentation: I implemented a customer segmentation strategy that divided the audience based on engagement, past purchases, and behavioral triggers. This allowed me to create targeted campaigns for first-time buyers, dormant customers, and the brand’s super fans. Each segment received content that spoke directly to their journey with the brand—making communication more relevant and impactful.
Community Feedback Integration: I established a customer feedback loop by encouraging customers to share their experiences through surveys and user-generated content (UGC) incentives. Insights gathered from this process were used to tailor future campaigns and improve product recommendations. I also built out a loyalty-focused email series that celebrated customers’ participation in the community, from social media engagement to testimonials, further deepening the emotional connection.
SMS Marketing Revamp: To complement the email strategy, I revamped their SMS marketing efforts by integrating time-sensitive promotions and new product launch updates. This channel allowed us to quickly engage Slumberkins’ most passionate followers, resulting in significant spikes in traffic and purchases during key promotional events.
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