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Email + Messenger Marketing Case Study

Butter Cloth Logo

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!

Danh Tran
“Jason’s knowledge, experience, and creative approach to Email and Messenger marketing has been one of the biggest factors in scaling our growth.”
Danh Tran Founder & CEO, Buttercloth

Adding Messenger

Butter Cloth’s audience is a very loyal and passionate group. We added Messenger in early 2018 to be that “disruptive” channel to break through marketing clutter and deliver results. Funnels created through Messenger include Abandon Cart, Website Abandon, Post Purchase, and Price Drop announcements.

Facebook Messenger allowed us to better engage with Butter Cloth’s users and helped cut down on customer service issues between 10 - 15%. We created Natural Language Processing (NLP) responses to frequently asked questions including orders, shipping, and shirt sizing inquiries. The Butter Cloth support team handled long form questions that could not be automated through the bot.

In addition, Messenger is a channel we utilized to strategically offer new product launches. We aligned with Butter Cloth’s marketing calendar to give first dibs on new product releases to Email and Messenger subscribers. Messenger tended to get a much higher engagement rate due to its frictionless inbox experience. It was common to get click through rates between 15 - 20% on a new product launches through Facebook Messenger.

The Shark Tank Experience

We prepared for the Shark Tank episode months in advance. Our goal was to inform existing subscribers and buyers of the episode airing to get people excited about the possibility of a deal. In addition, new marketing funnels were created in anticipation of the spike of new visitors to the website. Butter Cloth’s most important initiative was making sure we converted those new users into valuable email addresses. We only had one shot to get this right!

Shark Tank Popup

Oct. 28 2018 changed everything for Butter Cloth. Danh invited close friends and family to his house (including us!) to watch the episode live. We were in the dark like everyone else on whether Butter Cloth received a deal. Butter Cloth was the last brand to pitch to the sharks and closed the show. Did they get a deal? Watch below to see the results!

The Results

We watched in astonishment, as Butter Cloth tripled their email list size in hours. New visitors flocked to the website in unexpected high numbers. In addition, the rate at which we converted the new users was one of the highest we’ve seen. The average popup and overlay experience converts just over 3% of web traffic into email addresses. This particular popup was converting over 20% of the new visitors into email subscribers.

By now you’ve watched the video and know that yes Butter Cloth received a deal from Robert Herjavec. With new funding, Butter Cloth was able to increase inventory to bring new styles to life. The increase of emails and interest allowed Butter Cloth to achieve the highest revenue numbers. New product launches continues to feed hungry men’s appetites for the newest, softest, most comfortable dress shirts in the world.

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