Bag Balm Case Study
An iconic skincare brand of over 125+ years worked with Scout Digital to refresh its email flow strategy, driving an 80% sales lift and +2.4pts click-through rate.
+80%
Sales From Flows
+2.4pts
Click-Through Rate in Welcome Series
+37%
Revenue Per Recipient in Welcome Series
“We approached Scout to revamp our automated Klaviyo flows and create new responsive templates. From extensively A/B testing to ensuring content was on brand, their team was methodical, responsive, and detail-oriented. Not only were they a pleasure to work with; they also delivered great results, significantly improving our flow performance across all KPIs. I would recommend Scout in a heartbeat!”
- Sarah Gibson
Marketing and Ecommerce Director
Bag Balm
- Sarah Gibson
Marketing and Ecommerce Director
Bag Balm
About Bag Balm
Born on a Vermont dairy farm in 1899, Bag Balm has been trusted for generations to soothe and protect skin. What started as a simple remedy for chapped cow udders quickly became a go-to solution for farmers, families, and anyone dealing with seriously dry skin. Today, Bag Balm's no-nonsense formulas—made with tried-and-true ingredients—continue to deliver powerful relief with a growing line of lotions, soaps, and the iconic balm that started it all.
Objectives
- Optimize email marketing for a user-friendly experience
- Implement a consistent A/B testing strategy
- Increase conversion rate
- Maximize ROI from email marketing
Products
- Email Marketing
- Animation & Design
Summary
With a loyal customer base and exciting new product launches on the horizon, Bag Balm knew email was a key channel for growth, but with a small team and time-consuming processes, they needed a partner to help them scale. Scout teamed up with the Bag Balm crew to bring strategy and efficiency to their email program, building a modern foundation that honored the brand’s legacy while delivering big results and setting them up for long-term success.
+80%
Sales from Email Flows
We kicked off with a strategy and account audit to understand what was working and where there was opportunity. Bag Balm had strong content and branding, so we leaned into what made the brand beloved while rethinking how to better guide subscribers from inbox to checkout. Through updated flows, we helped boost email-driven sales by 80%.
+2.4pts
Click-Through Rate
With a focus on educating customers about the full Bag Balm product lineup, we revamped email templates for a cleaner, more mobile-friendly experience. New layouts, refreshed visuals, and more compelling calls-to-action doubled the click-through rate and made it easier for customers to explore more of what Bag Balm had to offer.
+37%
Revenue Per Recipient
We created seven updated or new flows, including a revitalized Welcome Series, abandoned checkout, and post-purchase sequences. These new automations better matched the customer journey and used smart segmentation to deliver the right message to the right audience. The Welcome Series alone saw a 37% increase in revenue per recipient.
Approach
Step 1: Strategic Foundations for an Iconic Brand
We began with a full audit of goals, audience, and the existing Klaviyo account. With multiple new products in the pipeline, we wanted to ensure Bag Balm’s emails kept their beautiful identity but were built to convert. We developed a content strategy and worked closely with the Bag Balm team to align our work with their internal roadmap.
We began with a full audit of goals, audience, and the existing Klaviyo account. With multiple new products in the pipeline, we wanted to ensure Bag Balm’s emails kept their beautiful identity but were built to convert. We developed a content strategy and worked closely with the Bag Balm team to align our work with their internal roadmap.
Step 2: Flow Redesign & Launch Support
Over the course of our partnership, we rebuilt the Welcome Series, reworked existing flows, and created brand-new automations tailored to Bag Balm’s growing product line. These emails worked hard behind the scenes—educating, upselling, and engaging subscribers at every step.
Over the course of our partnership, we rebuilt the Welcome Series, reworked existing flows, and created brand-new automations tailored to Bag Balm’s growing product line. These emails worked hard behind the scenes—educating, upselling, and engaging subscribers at every step.
Step 3: Campaign Cadence with Conversions in Mind
Beyond automation, we supported ongoing campaign sends, from holiday offers to new product announcements. Every email was built with A/B testing in mind, giving us data to continually improve performance and stay connected to Bag Balm’s engaged audience.
Beyond automation, we supported ongoing campaign sends, from holiday offers to new product announcements. Every email was built with A/B testing in mind, giving us data to continually improve performance and stay connected to Bag Balm’s engaged audience.
A Legacy Brand, Ready to Stampede Ahead
Bag Balm didn’t need a reinvention; they just needed a partner to help unlock more from their email program. Scout’s strategic, data-informed approach helped move the needle with an 80% increase in sales, a 2.4pt jump in click-throughs, and +37% higher revenue per recipient from their flows alone. With a fresh foundation in place, Bag Balm is now primed to herd even more loyal fans, delivering head-to-toe healing through high-performing, purpose-driven emails.
Bag Balm didn’t need a reinvention; they just needed a partner to help unlock more from their email program. Scout’s strategic, data-informed approach helped move the needle with an 80% increase in sales, a 2.4pt jump in click-throughs, and +37% higher revenue per recipient from their flows alone. With a fresh foundation in place, Bag Balm is now primed to herd even more loyal fans, delivering head-to-toe healing through high-performing, purpose-driven emails.
