How Black Crow Slashed CPO by 50% with Smart Newsletter Marketing

Ever wondered how to make your marketing budget work harder?

Well, buckle up because in this case study, we're about to take a deep dive into how Black Crow, a savvy player in the digital marketing game, is doing just that with the beehiiv Ad Network.

Black Crow is an artificial intelligence (AI) tool that unlocks the hidden value within your Shopify business.

What other company is better equipped to understand the value of a marketing budget?

Show Me the Money

Black Crow isn't playing around when it comes to marketing.

They're investing a cool $100K per month across various channels.

We're talking about newsletters, paid social media on LinkedIn and Meta, Google's paid search, events, and even dabbling in the world of creators and influencers.

Talk about spreading your wings!

Newsletter Nirvana

Now, let's zero in on how newsletters fit into Black Crow's marketing mix model (MMM).

They're not just throwing spaghetti at the wall here, folks.

Adam Cohen, Director of Demand Generation at Black Crow, said, “We treat newsletters as a direct response channel, using clever incentives to nudge prospects who are on the fence to take the plunge and book a demo.”

But here's where it gets interesting—

While newsletters do offer some brand awareness perks, Black Crow has a pretty niche Ideal Customer Profile (ICP). This means justifying those high Cost Per Mille (CPMs) in industry newsletters can be tougher than a two-dollar steak if they're not seeing tangible results.

Enter the beehiiv Ad Network.

This pivotal move has made scaling and awareness across their ideal customer profile (ICP) more accessible and cost-efficient. It's like finding a shortcut to your destination without sacrificing the scenic route!

Scaling New Heights

Remember the good old days of newsletter sponsorships?

Cohen commented, “Newsletter sponsorships are traditionally very time-consuming. There’s the initial outreach to publishers and media or fielding outreach from sales teams. Then, there’s the discussion phase about the different products and sponsorship types everyone has available.”

After all of the discussion, you have the pricing and negotiation phase, and that’s all just to establish the partnership.

You tack on the ads themselves and the process often becomes disjointed and varies from publisher to publisher (not to mention the different systems they use). Sometimes, Black Crow crafts all of the ad copy and creative; sometimes, the publisher does it.

“It doesn’t scale, so if newsletters as a channel are performing particularly well, it’s equally as time-consuming to ramp it up further,” ended Cohen.

Black Crow found that managing these campaigns was practically a full-time job on its own.

However, with the beehiiv Ad Network, Black Crow has been able to scale its newsletter advertising without breaking a sweat (or its marketing team).

The Proof Is in the Pudding

Now, let's talk about results because that's what really matters, right?

The beehiiv Ad Network has been churning out qualified leads for Black Crow like a well-oiled machine.

But here's the kicker – their cost per opportunity (CPO) is about 50% of their target cost per opportunity.

That's like getting a two-for-one deal on prime real estate!

“There has been a strong enough ROI in terms of new business generated that we’re confident in future investments moving forward,” exclaimed Cohen about the future.

Why Trust The Author: Linda Hwang has extensive experience in B2B marketing and previously worked at a renowned international facilities management company. There, she played a crucial role in creating effective content and social media marketing plans. Now, Linda is a marketing consultant who helps small businesses create compelling brand stories.

Words of Wisdom from Our Feathered Friend

Black Crow is excited about what's coming down the pipeline from the beehiiv team.

It's like being a kid waiting for Christmas morning – you know something good is coming, but the anticipation is half the fun!

So, what can we learn from Black Crow's success story?

Here are a few nuggets of advice:

• Don't be afraid to try new channels, especially if they align with your ICP.

• Efficiency is key – look for ways to streamline your marketing efforts.

• Keep an eye on your cost per opportunity and ROI to guide your investments.

• Stay excited about new features and improvements in your marketing tools.

Remember, in the world of marketing, it's not about working harder – it's about working smarter.

And with tools like the beehiiv Ad Network, you might just find yourself soaring to new heights, just like our friends at Black Crow.

Ready to revolutionize your newsletter advertising?

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