The context

Barnakl is a consumer brand whose mission is simple: to design ceiling fan filters that create cleaner, fresher air at home. They want healthy living environments for everyone, so they use these filters to capture dust, allergens, and other particles circulating in the air.

As Barnakl looked to scale, the brand found it challenging to retain customers and maintain consistent repeat purchases. Since email marketing has always been a critical channel, they needed a solution to move the needle from generic messages to content that would engage and resonate with their audience. 

To address this, Barnakl partnered with AMB Interactive (AMB) and Revamp to identify how personalization could help improve its retention strategy.

The problem

Barnakl’s main retention problem stemmed from its email marketing. It relied on a standard 15% discount to incentivize new purchases. While this initially worked, it quickly became stale and ineffective.

As a result, Barnakl's revenue per recipient (RPR) and click-through rate (CTR) stagnated because customers didn’t feel they could expect anything unique or new.

Relying too heavily on a “one-size-fits-all” approach to discounting and retention, they looked to change their messaging in a way that would resonate. Initially, they tried to incorporate a feature similar to what Jolie, another personal care brand, had done with its “water quality reports,” but Barnakl wanted this for air quality.

They shopped this idea to development agencies who quoted tens of thousands of dollars and long lead times, but this left them stranded, looking for a faster, more affordable solution.

The solution

Enter Revamp and AMB.

Barnakl partnered with both to leverage their AI-powered personalization tooling and email strategy expertise. Integrating with Klaviyo, the teams implemented a custom-tailored email strategy for Barnakl’s personalized air quality reports within two weeks— with no development costs.

Here’s how AMB and Revamp did it:

• Ditch generic discounts: They eliminated the standard 15% discount offer that had been the centerpiece of its email marketing strategy and focused on 1:1 messaging instead.

• Your own air quality reports: Using zip codes where each customer resides, AMB and Revamp created customized air quality reports for Barnakl that were sent directly to customer inboxes. This added a new layer of relevance and urgency to email marketing, emphasizing that Barnakl’s filters could improve everyone’s specific home environment.

• Value-driven content: Instead of purely transactional emails, Barnakl’s messaging became conversational and informative, positioning Barnakl as a partner to improve home air quality rather than just another product provider.

These three changes fundamentally shifted how customers interacted with Barnakl content.

The results

And the numbers don’t lie, either.

AMB and Revamp’s work with Barnakl immediately helped them significantly increase their CTRs, RPRs, and CTRs by shifting away from generic discounting and focusing on personalized content. 

Here’s the breakdown on those numbers:

• 62% increase in email click-through rate: Custom air quality reports made these emails more relevant, driving higher engagement and interest. Customers were more inclined to click through to learn more about how Barnakl’s products could solve their specific air quality challenges.

• 37% increase in revenue per recipient: As a result, more customers converted and developed an affinity towards the brand, returning to purchase filters at a much higher rate.

By transforming their email strategy, Barnakl not only improved immediate performance but also built stronger, longer-lasting relationships with their customers.

There is no one-size-fits-all with email

Barnakl's partnership with AMB and Revamp is a prime example of how personalized email marketing can drive meaningful results and develop deeper customer relationships. 

By tailoring content to each customer’s preferences, Barnakl built a sustainable retention machine for their customers, where they no longer had to rely on generic discounts and spamming their customers with stale messaging to drive revenue.

Talk about a competitive advantage.

If your email marketing isn’t this personal, you’re leaving money on the table. Don’t settle for one-size-fits-all campaigns. 

Make every email feel like a conversation.