All Things BBQ had email marketing — they just had too many people doing it in too many places. One agency handled flows. Two internal team members ran campaigns. Creative was split between in-house and outsourced designers. Nothing looked or felt cohesive, and nobody had full visibility into what was working. The result: half their flows were silently broken. 10 of 23 live flows had generated $0 in the last 30 days. One browse abandonment flow had 6,500 people enter it — and 100% were filtered out before receiving a single email. No back-in-stock flow existed. Segmentation was minimal — only Yoder owners were in their own bucket, everyone else got the same emails regardless of what they bought or browsed. Their team was, in their own words, "spinning their wheels" — all hands on deck and still couldn't get it right.
+15% Email Revenue by Fixing What Was Broken
How we unified a fragmented email operation and grew revenue at scale for one of the largest online BBQ retailers.
