CX Strategy Drives Customer Success for Skeeter Boats | Work

Challenge

As a leader in fishing boats since the Truman administration, Skeeter had solidified its place as an industry innovator. But even the biggest fish must compete for the catch of the day.

The outdoor recreation market was booming, and with a sharp increase in competition among bass boat manufacturers, Skeeter needed to act fast. While the brand had a strong legacy, it faced the challenge of standing out in a crowded market. Skeeter needed a fresh approach to engage prospective boat owners, build lasting loyalty, and drive repeat purchases to ensure customer success.

Without a unified customer relationship strategy, Skeeter risked losing touch with both new and existing customers. The right CRM program could ensure they stayed connected, relevant, and poised for continued growth.

Targeted Outcomes

Increase email engagement by personalizing content and targeting customer segments to drive higher open rates.
Drive customer action with optimized email strategies focused on increasing click-through rates and converting leads into repeat buyers.

Industry

Maritime

Key Services

Customer Experience (CX) Strategy→

Data Maximization→

Email Marketing Automation→

Content Development and Marketing→

Personalization and Segmentation→

Marketing automation and data tools to serve as a foundation for Skeeter’s digital marketing programs.
Templated and mobile-optimized digital assets that were flexible enough to be used across virtually any form of content.
Persona-driven personalization to target customers with seasonal, geographic, and product-related content.
Automated email programs to deliver relevant content and drive engagement across the customer’s journey.

Personalized post-purchase emails targeted boat owners with welcome, resources, and lifestyle content to strengthen Skeeter Boats’ relationships with current customers, improve their brand experience, and drive repeat purchases.

To cultivate a personal connection with owners, drive brand engagement, and increase organic visibility, Whereoware and Skeeter launched the “Big Fish, Reel Stories” cross-channel campaign,” featuring:

Personalized email content, based on purchase type, geography, and season
Optimized emails for mobile and dark mode
Integrated mixed media, like video and TikTok

The campaign combined email, website, and social media channels to build personal connections and relationships surrounding fishing and the outdoor lifestyle.

It was introduced through personalized emails to owners that included a webform for them to share their best fishing stories and experiences for the chance to win the grand prize.

IMPACT

Soon after launching, the program was outperforming industry averages.

43% Open Rate (more than double the 18% industry average)
11% Click Rate (more than triple the 2.6% industry average)

Not only did the campaign result in customer success driving high engagement and email performance doubling industry averages, but Skeeter boat owners began sharing their favorite stories through webform submissions and social media comments.

This gave Skeeter compelling user-generated content to use for future promotional efforts across email and social.