The Butter Cloth Story
Butter Cloth was founded by CEO and head designer Danh Tran in 2017. He launched Butter Cloth to give men a soft fabric with incredible breathability on a sophisticated casual dress shirt.
Born in Vietnam and growing up working in his family’s small tailor shop, Danh started designing his own clothes at the age of ten years old.
As he honed his craft, Danh dreamed of coming to America, and creating the softest shirt the world has ever seen – a shirt as soft as butter.
In 1994, Danh emigrated to America, enrolled at the Otis College of Design, and spent the next 20 years taking apparel design positions across companies like Mattel, Howe, 7 for All Mankind, and Affliction Clothing.
It was during this time Danh experimented with 100% natural, sustainable, long fiber cotton to make what became known as Butter Cloth. He doesn’t want to design anything less than the world’s most comfortable shirt.
On October 28th 2018, Danh and the Butter Cloth team appeared on Shark Tank, scored a deal, and fulfilled a lifelong dream of bringing “the world’s most comfortable Men’s dress shirt” to the masses.
The Email Plan
Butter Cloth came to us soon after launching their website with a list size of under 5,000 subscribers. Butter Cloth and team invested in some paid ad spend and affiliate traffic, but needed a sustainable marketing funnel to continue to deliver results long term.
We worked with Butter Cloth during those early beginnings to grow their list, encourage repeat purchase behavior, and to convert website visitors into paying customers. Early email marketing strategy involved creating high converting Welcome, Abandon, and Post Purchase funnels while working with the team to stay on top of seasonal promotions.
Email marketing quickly became the #1 revenue-generating channel for Butter Cloth and continues to drive the most direct sales to this day. Campaigns tend to get a 30%+ open rate and 3 - 5% click through rates on a full email list send. Butter Cloth makes our job easy by providing a soft, comfortable shirt that keeps men coming back for more!