Email Subscribers Grown for Kickstarter Product Launch – Email Marketing Case Study

How we built and nurtured an email list from scratch to support the Kickstarter launch of Joynery 24, achieving impressive engagement rates

500

Contacts

45%

Avg. Open Rate

63

Kickstarter Backer

About the Client

Joynery is an innovative product design brand known for creating unique, functional items. Their latest creation, the Joynery 24 Clock, blends aesthetic appeal with practical use. With a passion for craftsmanship, Joynery aims to redefine everyday items through exceptional design and meticulous attention to detail.

email marketing and ppc case study image

Industry:

Retail

Market:

International

Platform:

Kickstarter

Business Model:

Crowdfunding

Service:

Email Marketing

Website:

Challenge

Joynery sought a partner to support their digital and email marketing efforts for the launch of Joynery 24, a uniquely designed clock set to debut on Kickstarter, the renowned crowdfunding platform.

Solution

Full-Funnel Digital Launch Strategy

Joynery’s digital marketing activities started from the ground up, requiring end-to-end support across all stages of customer acquisition and engagement:

Audience Building: Developed an email marketing list from scratch through Meta and Google Ads campaigns, supported by optimized landing page design and lead capture forms.
Lead Nurturing: Implemented a pre-launch email marketing calendar designed to educate, engage, and warm up subscribers ahead of the campaign launch.
Launch Activation: Strengthened communications during and after the launch phase with targeted email flows and ad campaigns focused on increasing both the number and value of backers.

This structured, full-funnel approach ensured consistent user engagement from first touchpoint to conversion, laying a strong foundation for Joynery’s long-term growth.

Results

Within three weeks, we generated a list of 500 subscribers and nurtured them with six email campaigns. The open rates were impressive, ranging between 30% and 60%, resulting in 63 backers. Unfortunately, the overall campaign was not successful due to product and logistics issues.