Email & SMS campaigns

Campaign #1: “The Dad Rock Sale,” Father’s Day 2026

Segmented email and SMS campaign for Singular Sound

The idea

Father’s Day is a natural fit for a drum machine brand. Lots of our customers are dads who play in cover bands, jam in the garage or finally picked their instrument back up. Our product launches usually pushed the same offer to everyone, but our audience isn’t one group. Someone who’s never owned a BeatBuddy needs a different pitch than someone who already has the newest one.

So I pitched a “dad rock” theme and built the campaign around what each person already owned.

The logistics

I split the list into three tracks:

• Not yet BB2 owners got a BeatBuddy 2 bundle with a free Ages of Rock album pack. It gave them a reason to buy now and a gift angle for Dad.
• Original BeatBuddy owners got the BB2 bundle framed as an upgrade, with the Dad Rock collections as a second option.
• BB2 owners had nothing left to upgrade to, so they got exclusive Beat Boutique “Dad Rock” collections: themed song and drum set bundles at 60% off.

The bundle was my idea too. Pairing hardware with digital content hadn’t been done in our campaigns before, but it made sense. The pedal is only as fun as the songs you can play with it. Once someone enjoys the extra content, they come back for more. Our marketing team ran with it and used the campaign to test a “complete collection”: every album and drum set we’d released, in one box.

Each track got its own sequence of emails and texts over the week leading up to Father’s Day, ending with a “sale ends tonight” push.

The results

• $27,000 in revenue from 87 orders, our biggest campaign of the year
• The BB2-owner track went to just a few thousand people and brought in over $5,000, about 7x more revenue per message than the general list
• The final email to BB2 owners was our best-performing email of the year per send

The takeaways

Talking to people based on the gear they already own works. The BB2 owners proved there’s real demand for digital content from people who’ve already bought the hardware. That changed how we thought about Beat Boutique: it went from something we rarely featured to a regular part of our campaigns.

The bundle format worked well enough that we reused it in campaigns for the rest of the year.

Campaign #2: “Make Practice Fun,” Back to School 2026

Email and SMS sale campaign for Singular Sound

The idea

Back to school is usually pitched at students, but a lot of our customers aren’t in school. They’re adults taking lessons, parents signing their kids up for drums or guitar, and players picking an instrument back up after years away. What they have in common is practice, and for most people practice is the hard part.

So I built the campaign around one simple message: practice is a lot easier when it’s fun. A BeatBuddy makes you feel like you’re playing with a real band instead of running drills alone. The discount code was PRACTICE, which kept the theme in front of people right up to checkout.

The logistics

It was a one-week, 10% off storewide sale on email and SMS, in three stages:

• Launch: an email and text announcing the sale and the code
• Retarget: a follow-up text to people who clicked the launch message but didn’t buy
• Last call: an email and text on the final day with a clear deadline

The results

• About $14,000 in revenue from 48 orders
• The last-call text alone brought in $8,122 from 20 orders, the best single message of the year
• The launch text made $164. The last call, sent to the same size audience, made almost 50x more
• The retargeting text went to just 266 people who had already clicked. Nearly a quarter of them clicked again, and it brought in $723

The takeaways

People don’t buy when a sale starts. They buy when it’s about to end. The launch got the word out, but the deadline is what got people to check out. SMS did the heavy lifting: texts made about two-thirds of the revenue, and the last-call text was the standout. Now I plan sales around the final 24 hours, and I treat the launch as the warm-up rather than the main event.

Campaign #3: “Better Together,” Valentine’s Day 2026

Email and SMS upsell campaign for Singular Sound

The idea

Singular Sound had never done a Valentine’s campaign. It’s not an obvious holiday for a music gear brand. But Valentine’s is about pairs, and so is a lot of our gear. Most of our products work better with a partner. A BeatBuddy 2 can do a lot on its own, but add a SuperSwitch and you can trigger fills, accents and song parts without taking your hands off your instrument.

So I built the campaign around “Better Together”: find the missing half of your rig. I came up with the concept, wrote the copy and designed the graphics.

The logistics

Everyone on the list got a 10% storewide sale with code VDAY10. The real focus was existing owners. I pulled segments based on what people owned and what they were missing:

• BB2 owners without a SuperSwitch
• Aeros owners without a MIDI Maestro
• BeatBuddy Mini 2 owners without a footswitch

Each segment got an email built around its missing piece (“Your BeatBuddy 2 is looking a little lonely...”), plus a “More Dynamic Duos” section pairing other products, like BB2 with Beat Boutique drum packs or Cabli with a braided cable. A Valentine’s Day text and a last-chance email to the full list wrapped up the sale.

The results

• About $13,200 in revenue from 53 orders, for a holiday the brand had never marketed before
• The upsell segments, about 3,800 people, brought in about 5x more revenue per send than the general email, and their order rate was much higher
• The BB2 + SuperSwitch email had a 13% click rate, one of the highest of the year
• The Valentine’s text made $3,448 from 20 orders, and the last-chance email added $5,763

The takeaways

The best upsell doesn’t feel like an upsell. “Your pedal is missing its partner” lands better than “buy more stuff,” because it’s about making the gear you already own better. And a holiday you’d never expect from a gear brand can work if the theme fits the products.