Minneapolis Craft Market: An E-Commerce and CPG Marketing Success Story
⭐️ Introduction
Founded in 2020 by Camille Galles, Quintet Creative (formerly c.e.galles digital) is a full-service digital marketing agency serving mission-driven and impact-focused brands. The Quintet team offers boutique marketing production from strategy and ideation to content creation and reporting.
Quintet began supporting Minneapolis Craft Market in 2020 when their annual in-person market was forced to move to an online venue.
Minneapolis Craft Market is a social home for makers in the Twin Cities. With a goal to offer a venue for makers to sell their work, Minneapolis Craft Market’s digital presence was an essential element of its reputation.
Quintet stepped in to pivot the market’s focus from physical vendor registrations and foot traffic to a thriving online marketplace, increasing customer loyalty, retention, and sales.
"Camille brought creativity and consideration to our email strategy. What had previously been an afterthought in our marketing plan became an integral and proactive component of our marketing strategy, generating sales and engaging our customers."
🛍️ E-Commerce and Transition Strategy
With in-person events on hold, Quintet Marketing’s expertise was crucial in transitioning Minneapolis Craft Market to an e-commerce platform. This strategy preserved revenue streams through online sales and vendor registration fees and expanded the market’s digital footprint.
Minneapolis Craft Market was known for a particular community vibe, filled with creative people, live music, and meet-ups. Quintet’s challenge was to move online while maintaining the event's spirit.
💌 Email Marketing Strategy: The Klaviyo Approach
"Camille managed all of our email communications and helped formulate our strategy for our newly launched e-commerce business. Having this segment of our workload managed effectively was integral to the smooth running and growth of our business in 2020. I'm excited to continue working with Camille."
Quintet’s experience with CPG email marketing led to a Klaviyo strategy, a key driver in the market’s digital transformation. With Klaviyo as the email marketing system, the approach focused on:
Developing engaging email marketing campaigns that highlighted local artisans, fostered a sense of community, and connected customers.
Utilizing email segmentation and customer journey mapping to deliver personalized experiences to different customer segments.
Implementing email automation for consistent and efficient communication, including abandoned cart emails, thank-you messages, and a welcome series for new subscribers.
📲 Impactful Campaigns and Content
Several innovative campaigns were launched to bring the spirit of connection and community to a new digital audience:
The “Meet Your Maker” Campaign shared vendor stories, creating personal connections and emphasizing support for local businesses.
“Note from Our Founder” was an email campaign targeted at engaged subscribers to encourage first-time purchases.
“Five Fave Fridays” was a themed product round-up showcasing a curated selection of crafts with calls to action to purchase.
“PopShop Live” emails educated customers about virtual live shopping events, helping customers and the brand adapt to a new digital landscape and shopping experience.
“Merry Mystery Picks” was a Black Friday/Cyber Monday Klaviyo email marketing campaign that achieved high open rates (30-40%) and a steady click rate (~4%) despite increased email frequency during a traditionally crowded inbox season.
🌱 Results and Growth
Quintet Marketing is proud of our results for Minneapolis Craft Market with our target Klaviyo email marketing, e-commerce, and strategic customer journey map.
127%
Increase in Average
Monthly Sales
+ 338% boost during
holiday shopping months
72%
Increase in Online
Marketplace Vendor Participation
28%
Growth in Website
Traffic Sessions
+ 99% growth during
peak shopping periods
⭐️ Conclusion
With Quintet Marketing’s strategic focus on CPG Marketing and e-commerce email marketing, the Minneapolis Craft Market has successfully navigated pandemic-era challenges and laid a strong foundation for future growth.
This success story, bolstered by the partnership between Camille Galles and Minneapolis Craft Market’s Hayley Matthews-Jones, is a testament to the power of adaptive digital strategies and the importance of personalized customer journeys in today’s e-commerce landscape.
