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How EBS increased their email revenue stream 7x

Client name: European Bartender School 

Location: Headquarters in Barcelona, schools in 28 countries

Industry: Education – turning students into confident bartenders in 4 weeks

Results Achieved

EBS is the world’s largest bartender school, over 70 000 students have graduated since the start in 1999. EBS struggled with low email delivery rates, engagement and ultimately conversion. With a new approach to email, focused on story-telling and a respect-based strategy, the following results have been achieved:

  1. Bookings from emails increased 8,75X, generating revenue of €149,618 / month
  2. Average engagement across all markets increased: Open rate (30-60%) Click to Open Rate (15-20%)
  3. Insight into how different markets engage with their content, allowing EBS to create more market-focused content

 

 

What is the product?

European Bartender School, which offers beginner to advanced bartender courses. Their target audience is 20 – 30 year olds, and they have schools in 28 schools across 5 continents. The goal of the courses is to give students the skills and knowledge they need to confidently start working behind any bar, anywhere.

 

 

What was the main problem EBS wanted to solve?

EBS knew they had a problem with low open rates, and their audience did not engage with the content. The emails were heavily designed with a lot of images and colors. Emails contributed to less than 1% of the total revenue. EBS felt that they didn’t utilize this channel as well as they could, but didn’t know where to start. Spending a lot of money driving traffic to landing pages and the lead funnel, they felt money were lost since the emails didn’t convert. EBS have a sales team that actively calls leads, but little re-engagement with the leads that do not pick up the phone.

EBS were looking to achieve the following results.

  1. Increased Funnel Sales Conversion Rate
  2. ROI
  3. Greater insight into audience engagement

 

 

Why was this a priority?

Having a low conversion rate was frustrating since EBS have a big ad spend, and although other channels were performing, the email funnel was not. The feeling was that money was left on the table. EBS already used an email service provider which was expensive and not very user friendly. EBS needed something with more functionality and where it’s easy to get an insight on the performance.

 

 

What was the solution?

Starting from scratch with a completely new strategy focused on building relationship, storytelling and positioning EBS as an authority – resonated with EBS. WildMail/Activecampaign was chosen because of the many functionalities for mini-engagement, lead scoring, and reporting. Thorough research with in-person interviews with students, sales representatives and management was done to understand the buying beliefs of the different personas. This research was the base for the Relationship Funnel, and the email sequences were written to instill the different buying beliefs.EBS’ Head of Education was chosen as an authoritative figure in the emails. 

 

What started as an initial project to create a welcome sequence and integrate it with EBS’ CRM has resulted in further projects such as upsell sequences and large-scale promotional email campaigns.

 

Results Achieved

EBS is the world’s largest bartender school, over 70 000 students have graduated since the start in 1999. EBS struggled with low email delivery rates, engagement and ultimately conversion. With a new approach to email, focused on story-telling and a respect-based strategy, the following results have been achieved:

  1. Bookings from emails increased 8,75X, generating revenue of €149,618 / month
  2. Average engagement across all markets increased: Open rate (30-60%) Click to Open Rate (15-20%)
  3. Insight into how different markets engage with their content, allowing EBS to create more market-focused content

 

 

What is the product?

European Bartender School, which offers beginner to advanced bartender courses. Their target audience is 20 – 30 year olds, and they have schools in 28 schools across 5 continents. The goal of the courses is to give students the skills and knowledge they need to confidently start working behind any bar, anywhere.

 

 

What was the main problem EBS wanted to solve?

EBS knew they had a problem with low open rates, and their audience did not engage with the content. The emails were heavily designed with a lot of images and colors. Emails contributed to less than 1% of the total revenue. EBS felt that they didn’t utilize this channel as well as they could, but didn’t know where to start. Spending a lot of money driving traffic to landing pages and the lead funnel, they felt money were lost since the emails didn’t convert. EBS have a sales team that actively calls leads, but little re-engagement with the leads that do not pick up the phone.

EBS were looking to achieve the following results.

  1. Increased Funnel Sales Conversion Rate
  2. ROI
  3. Greater insight into audience engagement

 

 

Why was this a priority?

Having a low conversion rate was frustrating since EBS have a big ad spend, and although other channels were performing, the email funnel was not. The feeling was that money was left on the table. EBS already used an email service provider which was expensive and not very user friendly. EBS needed something with more functionality and where it’s easy to get an insight on the performance.

 

 

What was the solution?

Starting from scratch with a completely new strategy focused on building relationship, storytelling and positioning EBS as an authority – resonated with EBS. WildMail/Activecampaign was chosen because of the many functionalities for mini-engagement, lead scoring, and reporting. Thorough research with in-person interviews with students, sales representatives and management was done to understand the buying beliefs of the different personas. This research was the base for the Relationship Funnel, and the email sequences were written to instill the different buying beliefs. EBS’ Head of Education was chosen as an authoritative figure in the emails. 

 

What started as an initial project to create a welcome sequence and integrate it with EBS’ CRM has resulted in further projects such as upsell sequences and large-scale promotional email campaigns.

 

Personalization at scale.

 

+34 634 57 02 84

malin@hookhold.marketing

C/ del Comte Borrell, 62, 08015 Barcelona

Personalization at scale.

 

+34 634 57 02 84

malin@hookhold.marketing

C/ del Comte Borrell, 62, 08015 Barcelona

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