Crazy Compression Increases Email & SMS-Attributed Revenue by 41% After Moving to Sendlane
Talking with Nate Banks, Founder
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Executive Summary
True generational family businesses with a rich heritage and lasting legacy are rare these days. And when Ethel and Alvin Banks started a sock-finishing business in Hickory, NC in the 1940s, they certainly didn't anticipate it'd turn into that generational family business.
But then their son Mike bought the company, grew it, and employed his sons and daughter as the unofficial cleaning crew. While all the kids—Mike Jr., Nate, and Melanie—went their separate ways, they all came back together when Nate had his aha sock moment: Crazy Compression.
Born from his grandparents' living room, refined in the factories, and uniquely family-driven, Crazy Compression is the American-made compression sock brand bringing true fashion—and fun—to the all-too-serious sock industry.
“When we first went over to Sendlane and jumped on that Slack channel, it was very hands-on, everybody’s in it together.
There’s a whole team, and they’re all going to try to make this a better thing.”
Problem
When Nate launched Crazy Compression, he went all in on guerilla marketing. But as the company grew and retention became a priority, he leveraged email marketing and SMS—and like many others at the time, he started working with Klaviyo.
In the past year or so, he realized that not only can email and SMS marketing efforts yield positive results, but they can be the leading channel for retention and growth. Unfortunately, Nate didn't receive the support he needed to get the most out of his efforts.
“I used to worry a lot about the performance in Klaviyo and doing a lot myself when I certainly wasn’t qualified to do so.”
He needed a partner to put a strategy behind his email and SMS marketing—that's where growth marketing partner Aplo Group came in. They worked with Nate to form a plan and offer recommendations on how to achieve explosive growth.
One suggestion? Move to a unified platform that brought email marketing, SMS, reviews, and forms together—all in one place—with superior support. They helped move Crazy Compression to Sendlane, knowing their strategy and Sendlane's knock-your-socks-off support would:
- Allow Crazy Compression to get the level of support they need
- Supercharge their retention marketing efforts
- Unify Crazy Compression's tech stack
- Save the company money while increasing revenue
Solution
While Nate is a wizard with design and running Crazy Compression, he admitted that he needed a partner to help him come up with solid retention, email marketing, and SMS plans that yielded real results. And he needed a unified solution that consolidated his tech stack without sacrificing growth.
Working with Aplo Group to migrate from Klaviyo to Sendlane, Nate and the Sendlane team warmed Crazy Compression’s audience, keeping open and click rates healthy throughout the process.
Aplo Group developed a robust segmentation strategy and encouraged Nate to send communications to different segments. The result? Email open rates between 40 and 50%, with click rates as high as 4.5%. Crazy Compression also saw sky-high revenue from both email and SMS thanks to Aplo Group’s tailored strategy.
Liam Veregin, Founding Partner at Aplo Group, shared:
“Sendlane provided us with the right tools and seamless support, allowing us to execute our retention marketing strategy effectively and deliver impressive results for Crazy Compression.”
Nate summed it up best, saying the results they've achieved by moving to Sendlane have been "just outstanding."
“If you do it right, email marketing can have a huge impact on your bottom line, and I’m seeing it right now. It’s amazing.”
The Results
Nate and Aplo Group worked with Sendlane to unify Crazy Compression's tech stack, turn email into their biggest channel, and create a retention marketing machine that got the growth—and results—Nate was looking for:
- Subscriber growth: From July 1 to September 9, email subscribers increased by 39.6%, significantly expanding their reach.
- Overall revenue boost: Combined email and SMS-attributed revenue grew by 40.8% from July to August, demonstrating the immediate impact of their new strategy.
- Email performance: Email-attributed revenue alone grew by 40.4% from July to August, showcasing the effectiveness of their refined approach to email marketing.
- SMS success: Revenue generated from SMS showed remarkable growth, increasing by 54.4% from July to August, highlighting the power of their new SMS strategy.
- SMS engagement: SMS campaigns consistently yielded high engagement, with click rates averaging around 25-30%.
And most importantly for Nate, he finally got the support he so desperately wanted. With a tactical partner in Aplo Group, reliable and quick support, and a truly unified platform, Crazy Compression is well-equipped to skyrocket growth.
