Robbins Research International (Tony Robbins)
A record holiday campaign, $1M+ in ten days, without adding paid media.
Growth funded by segmentation and send strategy instead of a bigger ad budget: 200% year-over-year growth in a ten-day window.
Where things stood
Robbins Research International's holiday campaign had a prior-year result to beat and a default playbook that leaned on paid media to grow it.
The call
The obvious way to grow a record holiday push further is more paid spend. I skipped that. The growth came from the email program itself: segmentation, offer sequencing and send cadence, built to work harder off the existing owned audience rather than a bigger ad budget.
What got built
- Built the campaign's segmentation, offer sequencing and send strategy across the holiday period
- Ran the campaign against a fixed window with no added paid media budget
Results
$1M+
in revenue in a 10-day holiday campaign, a 200% year-over-year increase, built on email strategy rather than paid spend
Scope
Writer and Marketing Communications Lead. Owned the campaign's email strategy and execution.
Aaron is a smart, out-of-the-box thinker, well-read, with an inquiring mind. Whether you're working on a new social media campaign, strategizing on offers or testing new lead generation tactics, he can always be counted on to come up with original ideas and a creative approach to solving marketing problems.
Karen Davis · Head of Marketing, Robbins Research International
now: VP Marketing, Entrepreneur, Demand Generator