New Era is an American headwear company and has been the exclusive baseball cap supplier for Major League Baseball since 1993. The brand also has over 500 different licences in its portfolio. The brand was looking to expand its international presence, enabling effective expansion of affiliate activity in Germany and France while continuing to grow in the UK. Team Silverbean was tasked with managing the expansion and consolidation of the programmes onto one network, while also reducing cost of sale. New Era also sought a solution to increase their online conversion rates and engage with customers who left their abandoned baskets behind.
SaleCycle implemented a 2-cycle basket abandonment campaign in the UK and then expanded to France and Germany. Each email cycle was optimised for maximum engagement using features such as discount banners and recommended products. SaleCycle partners, Silverbean, was tasked with managing the expansion and consolidation of the affiliate programmes onto one network, while also reducing cost of sale. The initial game plan included reviewing existing affiliate networks for greater control and to enable cross-territory partner collaboration, such as multi-territory campaign launches with shopping aggregator Lyst and marketing tech provider SaleCycle. The game plan also included rolling out budget maximisation tactics, alongside comprehensive reviews of existing partners.
SaleCycle’s email campaign successfully met New Era’s objective of recapturing cart abandoners achieving an impressive 41% email open rate while driving an increase in sales and average order value (AOV).
16% reduction in cost of sale across UK, Germany and France; 165% revenue target in the first 6 months; 112% year on year growth in the first 6 months.
