Background

Founders Craig and Amy Shumway have built Re-Play around a core philosophy that elevates family mealtime beyond mere sustenance to meaningful moments of connection and togetherness that strengthen familial bonds. Their commitment to sustainability runs parallel to this family-centered mission, resulting in products designed to minimize environmental impact through careful material selection and manufacturing processes while still delivering exceptional durability and usability, creating a unique market position where family values and environmental responsibility converge in every colorful plate, cup, and utensil they produce.

Challenge

Despite having accumulated tens of thousands of email subscribers through their newsletter, Re-Play found themselves unable to effectively activate this valuable audience using their existing MailChimp platform, which lacked the sophisticated segmentation, automation, and personalization capabilities needed to create truly engaging communications. The team recognized the untapped potential within their substantial subscriber base and sought a more powerful marketing solution that would enable them to clean their list of inactive addresses, implement more personalized communication strategies, add complementary marketing channels like digital advertising, and ultimately drive more consistent revenue from their online store.

Solution

Working closely with their Springbot account manager, Re-Play implemented a comprehensive marketing optimization plan that began with revitalizing their email strategy through more active subscriber engagement, personalized campaigns, and automated sequences that responded to specific customer behaviors. They simultaneously enhanced their customer acquisition efforts with Springbot Prospecting Ads to bring new qualified traffic to their website, and as their strategy matured, they expanded into SMS marketing as an additional high-engagement channel, creating a multi-faceted approach that reached customers through their preferred communication methods at critical points in their shopping journey.

Key Outcomes

The refined marketing strategy delivered impressive results across multiple channels, with Cart Abandonment Automations achieving a remarkable 12% order conversion rate, recovering significant revenue that would otherwise have been lost. Their digital advertising efforts consistently generated over 5x return on investment, demonstrating efficient use of their marketing budget. The addition of SMS marketing proved particularly effective, with click-through rates in the previous 60 days exceeding industry averages by 200%, showing exceptional engagement with mobile communications. They also successfully expanded their marketing reach by acquiring over 2,500 new email subscribers through Springbot Signup Forms, continuously growing their audience for future communications.

Conclusion

Re-Play founder Amy Shumway emphasizes the value of their collaborative partnership with Springbot, describing how the teams work hand-in-hand to create email marketing that genuinely resonates with their customer base and reflects their distinctive brand voice. This relationship has enabled Re-Play to implement sophisticated, multi-channel marketing strategies that would typically require specialized in-house expertise, allowing their small team to achieve enterprise-level marketing results while maintaining focus on product development and customer experience, ultimately supporting both short-term revenue growth and long-term brand building in a competitive market.