The Goal

With an understanding that a mother's breastfeeding journey is a finite period, Nursing Queen sought to be more tactical in their email marketing strategy. The goal was to re-engage subscribers effectively and strategically, ensuring that their messaging remained relevant throughout the customer lifecycle, ultimately driving revenue growth and customer retention.

“Before BMO I was handling the emails 
myself. I would use templates in Canva and 
just replace the photos and texts. … and then it would go out (sometimes with mistakes). 
So, it was rushed and didn't look great.”

Strategy

BMO Media defined a vibrant visual identity for emails, perfectly aligning with the brand's goal of building a 
one-on-one customer relationship. Simultaneously, we established a brand voice that blends lightness, empowerment and a sense of camaraderie for breastfeeding moms, resonating deeply with subscribers.

One of the initial steps in our collaboration was to 
ensure Nursing Queen's emails reached their audience reliably. Recognizing the importance of deliverability, our first order of business was to transition Nursing Queen to a dedicated sending domain to help improve their overall email deliverability.

“The biggest difference right out of the gate was moving from a shared email server to my own. Deliverability went through the roof! Customers were actually getting my poorly designed emails (haha). Those emails started bringing in more revenue but we took it to the next level. We added so many more flows. Then, BMO took over designing them and implementing a calendar and pushed me to add more campaigns every month. Revenue has gone way up since working with them and I'm so grateful!”

While the Welcome Series and Browse Abandoned flows were already in operation prior to our collaboration, we recognized the potential for enhancement. Through an extensive overhaul, we transformed these existing flows, infusing them with Nursing Queen's distinctive brand voice and refining their effectiveness. Additionally, we introduced several new flows that were not yet in place when we began our partnership. These included the Abandoned Cart, Abandoned Checkout, Winback Flow, Active on Site Abandonment, and Post Purchase Series. 

In recognizing the evolving nature of the breastfeeding journey, these flows played a vital role in our efforts to 
re-engage the existing customer base and ensure that subscribers received timely and relevant messages. 

Results and Impact

The collaboration between Nursing Queen and BMO Media led to significant revenue growth, showcasing the effectiveness of our tailored approach. The transition to a dedicated sending domain markedly improved email deliverability, ensuring reliable message delivery and driving increased engagement and revenue.

We fine-tuned essential automations, nurturing customer relationships and driving conversions. Introducing behavior-based and re-engagement flows reignited engagement within Nursing Queen's subscriber base, resulting in heightened interactions and purchases. Additionally, we refined Nursing Queen's brand voice and streamlined email designs for a cohesive and impactful customer experience.

BMO Media seamlessly integrates as an extension of their marketing efforts, strategically working together for maximum impact.

“Overall, I would recommend BMO to business owners ready to scale. I have been growing year over year and it was time to invest in our email marketing. We really needed to have a more professional look and overall approach. My only regret is that I didn't find them sooner!”

Future Outlook

The partnership continues to evolve, with a commitment to refining strategies and further integrating BMO Media as an extended part of Nursing Queen's email marketing team.