Background

Colonial Patterns has established itself as a vital resource in the embroidery community, dedicated to bridging the generation gap between traditional craftspeople and emerging enthusiasts through their comprehensive product offerings. Their carefully curated selection of patterns, supplies, and educational resources serves both professional embroiderers and hobbyists, fostering skill development and creative expression while preserving traditional techniques for future generations.

Challenge

The Colonial Patterns team recognized the need to expand their digital presence and connect with a broader audience of ideal customers who shared their passion for embroidery and needlework. After evaluating their existing marketing tools, they found that MailChimp’s limited capabilities weren’t sufficient to support their growth objectives or provide the sophisticated marketing features needed to effectively engage their specialized audience in an increasingly competitive online marketplace.

Solution

After switching to Springbot in 2019, Colonial Patterns completely revitalized their online marketing approach, implementing targeted email campaigns and strategic paid advertising to increase qualified traffic to their store. They utilized Springbot’s Signup Forms to capture new email addresses and build their subscriber base, while also working closely with Springbot’s Campaign Services team to deploy highly effective Facebook Ads that would resonate with their specific demographic of craft enthusiasts and professional embroiderers.

Key Outcomes

Colonial Patterns achieved remarkable efficiency with their advertising spend, averaging an 8x return on investment with Springbot Ads, significantly outperforming industry benchmarks. Their Facebook advertising metrics were particularly impressive, with a Cost-Per-Click 675% lower than industry average and a Click-Through-Rate 230% higher, demonstrating exceptional audience targeting and creative effectiveness. Their email marketing also delivered outstanding results, with the Winback Email Automation achieving a 47% open rate, far exceeding industry standards; additionally, they successfully expanded their audience by adding over 9,000 new subscribers through Springbot Signup Forms.

Conclusion

The partnership with Springbot has provided Colonial Patterns with capabilities equivalent to adding a dedicated marketing team member who works around the clock, automating and optimizing critical marketing functions that their small staff and limited budget would otherwise struggle to maintain consistently. VP of Operations Chris Price considers Springbot instrumental in helping them stay on top of their marketing efforts through automation of tasks that would otherwise remain incomplete, effectively leveling the playing field and allowing this family-owned business to compete successfully in the digital marketplace while maintaining focus on their core product offerings and customer relationships.