From YouTube to the Inbox — Garden Answer Generates 49% of Total Revenue With Targeted Email & SMS Marketing Efforts

Customer: Garden Answer

Industry: Home & Garden

Platform: Shopify, Klaviyo, Meta

Garden Answer began on YouTube in 2014, sharing gardening inspiration through videos. Today, it’s a thriving e-commerce brand offering carefully curated gardening tools and supplies like FELCO tools and GreenStalk Planters. With over 1.8 million YouTube subscribers and 4 million Facebook followers, Garden Answer continues to inspire and connect gardeners everywhere.

Driving higher engagement and repeat purchases from a passionate gardening community

The Opportunity 

Garden Answer had built a massive online presence with over 1.8 million YouTube subscribers and 4 million Facebook followers, transitioning from content creation to e-commerce with a curated selection of trusted gardening tools and supplies. However, as their e-commerce business grew, they faced a challenge: converting their engaged audience into loyal customers and driving repeat purchases.

While their YouTube and social media platforms brought in significant traffic, Garden Answer recognized the need for a more direct and personalized approach to nurture relationships and increase conversions. Targeted email and SMS marketing emerged as a powerful solution to engage their audience, highlight their expertise, and drive sales.

The goal was to implement a robust email and SMS strategy that would not only capitalize on their large, passionate following but also become a major driver of revenue—while staying aligned with the brand’s mission to inspire and connect with gardeners everywhere.

The Rocket Fueled Strategy — Meeting People Where They Are

To harness the potential of their passionate audience and drive revenue through targeted email and SMS marketing, Garden Answer implemented a comprehensive strategy focused on meeting customers where they were in their buying journey:

• Automated Series: Built a series of automated messages tailored to key stages in the customer lifecycle, including welcome flows, abandoned cart reminders, and post-purchase follow-ups. Each message was designed to nurture relationships and provide value at the right moment.
• Capitalizing on High-Intent Audiences: Leveraged high-intent touchpoints like back-in-stock notifications and SMS subscriptions to engage followers who were already primed to purchase. These messages delivered timely, relevant updates that converted interest into sales.
• Exclusive Campaigns: Used email and SMS to send targeted early access alerts, exclusive offers, and special content. One-off campaigns were crafted to make subscribers feel like VIPs, encouraging deeper loyalty and repeat purchases.
• List Growth Initiatives: Grew their email and SMS lists using strategically placed pop-ups, engaging giveaways, and Shopify checkout opt-ins. These efforts ensured a steady influx of new, high-quality subscribers.
• Segmentation & Personalization: Segmented their audience based on behavior, preferences, and purchase history to deliver highly personalized messaging that resonated with individual subscribers.

This strategic approach allowed Garden Answer to create a seamless connection between their audience engagement efforts and their e-commerce goals, maximizing both reach and relevance.

The Results: Massive List Growth Skyrockets Revenue  

The results of Garden Answer’s targeted email and SMS marketing efforts were transformative:

• 49% of Total Revenue: Nearly half of all e-commerce revenue was attributed to Klaviyo’s email and SMS marketing campaigns, showcasing their effectiveness in converting followers into customers.
• 7% Form Sign-Up Rate: Their forms consistently outperformed the industry average of less than 2%, highlighting the value of their compelling messaging and strong audience trust.
• 44% SMS Subscription Rate: A significant portion of their audience subscribed to SMS alerts, underscoring the appeal of direct and timely communication.

By meeting customers where they were in their buying journey and delivering tailored messaging through email and SMS, Garden Answer successfully turned their engaged followers into a loyal customer base—driving higher engagement, repeat purchases, and sustainable growth for their e-commerce business.