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In this webinar with Jayme Brown (Community Manager) and Molly McDonald (Ecommerce Manager) of GoldieBlox, you’ll learn what it’s like marketing for one of the most inspiring retailers out there, the smart tactics they use to get big results in the inbox, and how Emma's Privy and Shopify integrations have become pillars of their team's strategy.

Cliff: Hey, guys. Thanks so much for being with us today for our presentation, “Cupcakes, Rockets, and Email: A Live Q&A with GoldieBlox.” With a title like that, you know, it’s gonna be a great day. Before we get going, I wanted to cover a few housekeeping notes.
Afterwards, we’ll be sure to send the slides and the recording out to you guys and follow up with some additional resources related to today’s presentation. So, if you need to hop off or you just wanna share with a friend, we’ll make sure you guys are covered.
Also, your audio will be muted throughout so please type your questions into your go-to webinar control panel and we’ll gather those, and try to get to as many as possible today. If you sent some questions prior to registration, we’ll work from those, too.
And if you have any questions after the webinar, feel free to reach out to us at Hi, that’s We’ll also be watching the Twitter sphere today if you have any questions or want to participate there. Our handle is @emmaemail and the hashtag today is #askgoldieblox, all one word so obviously the hashtag.
So, what is Emma? Just jumping in if you guys are new to us. We’re an email marketing provider. We’re the best in class email marketing software and services that help organizations of all sizes get more from their email market or more from their marketing. We’ve been around for about 12 years. We’ve worked with over 50,000 customers across the globe. Now, I’m gonna jump in and tell you guys a little bit about GoldieBlox.
Sorry about that. GoldieBlox is the award-winning children’s multimedia company, disrupting the Pink Elle and toy stores globally, and challenging gender stereotypes with the world’s first girl engineered character. Through the integration of storytelling and STEM principles, that’s science, technology, engineering, and math.
GoldieBlox creates toys, books, apps, videos, animation, and merchandize. The tools that empower girls to build their confidence, dreams, and ultimately their futures. GoldieBlox had over 1 million app downloads and over 1 million toys sold across more than 6,000 major retailers worldwide. To learn more, you can visit
Now, I wanna introduce you guys to who’s gonna be joining me from GoldieBlox today. We’ve got Jayme Brown, she’s the community manager at GoldieBlox. Her job is to manage social campaigns and create content to inspire young girls and help them fall in love with STEM, science, tech, engineering, and math. She’s passionate about women’s issues and her quest to find a decent New York bagel in San Francisco. Hey, Jayme.
Jayme: Hi.
Cliff: And then we’ve also got Molly McDonald on the line. She is the e-commerce manager at GoldieBlox. Her job is to project manage all customer facing campaigns that result in online revenues. Her love of number crunching analytics and all things math makes working at GoldieBlox a dream come true. When not at the office, she can be found on the soccer field or trying to figure out signatures used by heavy metal bands. And before we jump in, I have to ask a little bit more about that. That sounds awesome, Molly. Welcome.
Molly: Thank you. Hi, everybody.
Cliff: All right. So, we’re gonna go ahead and jump right in. We’ll come back to those heavy metal band questions later. But yeah.
Molly: Perfect. I’ll be ready for them.
Cliff: Awesome. Okay. So, a little bit in terms of history, you know, background, just kinda laying that marketing landscape. GoldieBlox is by now an inspiring story, having had meteoric rise that went from prototype to market with a ton of support from people online. Can you guys briefly walk us through the history of where the company started and where it is today?
Jayme: Yeah, yeah. So, we launched on Kickstarter in 2012. Our CEO, Debbie Sterling, she’s from Rhode Island but she’s actually a Stanford-educated engineer decided that she wanted to get a building toy specifically for girls on the shelves of toy stores.
So, she put her prototype up on Kickstarter with a really rad video explaining why she was doing what she was doing. And she met her funding goal in a couple of days and then exceeded it by 50% by the end of the campaign. So, by the time that we kind of closed the Kickstarter campaign, Debbie actually had a million dollars in presales. It’s pretty incredible.
Yeah, the first toy, the one that she had prototyped in that video is called the Spinning Machine. And it actually won a bunch of awards when it came out. We’re still really proud of it. It’s the educational toy of the year in 2014, it won a Parent’s Choice Gold Award, and an Oppenheim Platinum Award. So, that’s like our, that’s Debbie’s baby and it’s become all of our babies.
As they push forward, the company started developing toys that dealt with other engineering principles. So, a toy called the Movie Machine came out which actually have an app integration, that was our first foray into tech integration with our toys. And you also might know us from a bunch of videos that hit YouTube and some of them on TV, some have them that were ads or just, you know, viral promotional videos that we put out to talk about our products.
One of them was a Superbowl ad in 2014 I believe and that was our kind of foray, the movie machine and those videos into video heavy advertising on our end. Today, we’re in retailers all across the country, all across the world to Barnes & Noble, Target, Toys R Us, Walmart, all that stuff. And we’re moving to expand into multimedia, more apps, more videos, and hopefully get in classrooms soon. So, we’ve seen a lot and we’re, yeah, we’re still pushing through.
Cliff: Yeah, that’s really cool. And I can say just specifically working with you guys and, you know, visiting the site and checking you out. I’ve, just a couple of days ago, watched a video with Debbie around transforming that pink isle and just to focus on, you know, making sure that yellow is your brand color and how kind of accepting that as to, you know, to both but to really empower women and girls at a young age to get excited about building. I think it’s awesome. I just think it’s really, really cool what you guys are doing.
So, you know, just to continue on that, obviously you guys are aimed to that young demographic. Could you speak a little bit to the specific challenges of marketing to kids and what GoldieBlox had to do to successfully navigate, you know, the regulations that govern that type of marketing, like what you guys have had to go through?
Molly: Yeah. So, this is Molly here. So, essentially, we’ll get to this later in our Q&A that we’re having. But currently, we are meeting with lawyers all the time about how to market to children but while at the same time making sure that we’re using the language where it’s going through the adult.
So, the child protective laws out there are obviously like in place for a multitude of reasons that are fantastic. But we have to be really, really careful in the language that we use. So, looking at this slide specifically, so it’s saying it like, “Whoa, hang on there Bloxstars. You cannot enter into outside links unless you’re 18 years older or above.”
So, we’re having constant discussions as to how to make sure to get our toys in front of the eyes of children, but while at the same time respecting all of the laws around it. And really, when it comes to it it’s just constantly going back and forth with our lawyers over and over again, drafting different types of verbiage to make sure that we’re in line with everything. And, as I said, how we’re going to be speaking to something later in this presentation, we’re kinda taking our first step into marketing in air codes towards children come later in this month.
Cliff: Nice. Okay. Cool. So, with that, you know, in terms of transitioning to email and talking about that. We know how important and you guys do, too, how important and how powerful the channel of email can be just on conversion engagement and growing your revenue. And like you mentioned, we’ll definitely get into that a little bit later.
But first, great email marketing starts while building and maintaining, you know, a healthy list which you guys have done in some really strategic ways. I was hoping maybe you could walk us through just, you know, a couple examples of how you guys look at growing a healthy list.
Jayme: So, one of the first things that you can see on your screen, this is Jayme explaining our integration with Privy, is a pop-up. So, this guy was set up for us a couple of months ago. We are really taking advantage of Emma’s integration with Privy. Here we have a pop-up that you’re gonna see 30 seconds after you land on our website or right as you’re about to exit our page.
So, it will be triggered either by time or by exiting time. We’re gonna offer you 10% off your first order if you sign up for our email list. And we love this because it’s a really light lift in terms of collecting new information from our customers. Or from people who aren’t quite yet customers but might be enticed by this deal.
So, Ben, who actually is in charge of Privy, I met him at Marketing United when I came down to Nashville. It was lovely. He said that we are actually converting about 3% of our site traffic via this pop-up and that’s been about 7,000 new subscriptions over the past, I wanna say 8 to 9 months. And that’s been a huge, huge advantage for us in terms of growing our list with minimal work required.
Cliff: Wow. Yeah, I mean that’s awesome. Just in comparison of to what you guys were doing before that is that just exponentially larger in terms of the sign ups that you were getting. That’s awesome.
Jayme: All the way, yeah. So, we actually have, if you look kind of beyond the pop-up on this page here. Right above that is an imbedded sign-up form that we have in our website. We also have one in the footer of our website. And those convert with much less frequency. This gets in front of people immediately.
It gives them kind of a value proposition. You know, we want you to make your first order. We want you to spend that 10% off coupon. And the welcome email that that triggers is something that’s very near and dear to my heart. I’m really excited to show that off in a few minutes. And it’s, like I said, been a really light lift in terms of work for us.
Cliff: Awesome. Awesome. That’s really great. And then I know just from the e-commerce sign-up forms that you guys have with Shopify. I don’t know if you wanted to touch on those as well.
Molly: Yeah, definitely. So, this is Molly here. So, essentially, so sign-ups via Shopify. So, the only way that people are signing up to our mailing list via Shopify is upon check out. And so they are automatically opted in unless they checked that they don’t want to receive emails from us. So, then that’s a whole other way to receive emails from consumers.
And just when you look at our Shopify integration as well, you know, our store has items for people of all ages. So, on this screenshot that we’re looking at right now, there is a dropdown on the shop lift and it starts at infants and goes all the way to adults. So, even though we are a “toy company” there’s items for people of all ages because, you know, we really believe that this is meant for all women and girls and people out there as well.
Cliff: That’s great. That’s awesome. Jumping next to, you know, as Jayme mentioned her baby when it come to the welcome email. I wanted to, you know, just mention this a little bit because as we did talk about previously just you guys are definitely aware of the value of email marketing. It’s clear with the focus, you know, that on the welcoming email and knowing how valuable that can be. Jayme, since this is your baby, you know, to say, I’d love to give you a chance to just kinda walk us through, you know, the concept and what went into the creation of this.
Jayme: Absolutely. Yeah. So, what you’re seeing on your screen right now is actually the first welcome email that GoldieBlox ever put together. So, we hopped on board with Emma last November I believe, perhaps October, maybe a little bit before and then, but it was late last year. And at that point, there was actually another colleague of mine who is running the GoldieBlox email marketing.
So, she wanted to get up to speed really quick and she put together this really utilitarian welcome email that you’re seeing on your screen right now. So, the creative here is a little older than we’d like to use at this point. And this email did the job but I think where it kind of struck out is that it doesn’t really give you a very cohesive brand experience, a cohesive introduction to what GoldieBlox does and what we’re about here.
You’ll see in the text in that second graph, there is a link to shop and there is a 10% off discount code. But because it’s buried in text, the value there is not immediately obvious when you open this message. So, when we revamped our email automation, our welcome email, I took over email marketing. I took some time to get up to speed and ta-da, this is what we came up with on our second pass. When we had a little more time, more time from our graphic designers and a lot of data to kind of run through and think about.
So, Cliff, like you said, this is an email that I’m really, really proud of. I think it’s so cute, I just can’t get over how cute it is. And I think what we do here is we really follow through on our promise to provide you with that coupon code, that discount, the value proposition that’s very obvious that that’s what you’re getting.
And we’re also showcasing our products much more immediately. So, you’re seeing our Spinning Machine, it’s the toy on the left there, that’s one of our bestsellers. And then middle is our Goldie action figure, another bestseller. And then our construction box which is a bigger kit is another bestseller for us.
So, those are sitting in there now and as we collect data on how, you know, people click through, what the open rate is, we’re definitely gonna be reviewing kind of the product placement, seeing if it’s working, seeing how it’s converting. But right now, I can tell you to click since we moved over to this email are up 8%, and our opens are up about 9%. So, we are, yeah, we’re seeing results on this. It’s only been live for a couple of months now but, like I said, I’m really proud of it and it’s showing results.
Cliff: I love it. I mean you also put yourself in the, you know, in the seat of your subscriber and the person that’s gonna receive that email because your earlier point looking at that email, it doesn’t really provide a lot of direction on what you want me to do next, it’s buried. And here, you’ve taken the opportunity to highlight key products that you know I might be interested in and providing those visuals. I love it, I think it’s great. Nice work.
Jayme: Thank you, so proud.
Cliff: Awesome. And then I think we’re gonna just continue to kinda roll through some examples here. I think the next one we’re gonna be looking at is the Galentines. Yep, your Galentine’s Day message. And yeah, if you wanna just, as we go through these examples if you guys just wanna tell us a little bit more about them and what went into it.
Jayme: Sure.
Molly: Yeah, so this…
Cliff: Some overlap.
Molly: We’re in separate rooms just so everybody knows.
Jayme: I was gonna talk about the content a little bit and then I was gonna pass it off to you, Molly, to talk about the results. Is that okay?
Molly: Fantastic.
Cliff: Perfect.
Jayme: All right. I’ll review the creative here really quick. Galentine’s Day, if you’re uninitiated or unfamiliar, is a celebration that happens the day before Valentine’s Day for women and girls to just instead of celebrating romantic love, celebrate their friendships. And, you know, what’s more important than friendship, right? So, we really wanted to highlight our characters here.
On the left is Valentina Volts, in the middle is Goldie Blox, and on the right is Ruby Rails. So, those are three of our main characters. The IP, the intellectual property, we want it to be really strong in this email and we thought that was something that attributed to its success. And then we have some live text below that and an image that’s going to take you directly to our store telling you you get 20% off. So, that’s the content.
Cliff: That’s great. Molly, did you wanna chime in with anything on there?
Molly: Yes, definitely. So, something about just conversion rates on our email. So, what we have found with some of the visual assets of our emails, you know, we go back and forth about placements, what’s above the fold, what’s not above the fold. And what we found with this email and also the next one that we’re gonna be looking at, the fact that there’s a little, there’s a split in the image that doesn’t make the image feel so square.
So, you’d be from where the red goes to the pink. We have found that emails that have not as squared off images do much better because we feel like, we feel that these are not as ad-centric feeling.
And when it comes to the conversion rate for this email, our open rate was high in this one. But in looking at the actual revenue that this generated, it did really, really well. I’m pulling up the exact number right now but I believe it was, we could attribute this email to roughly 10% of our overall sales for the month, and for us that’s high.
Cliff: Wow. That’s really, really interesting research and testing that you guys did just on your images. And what you found, instead of just a perfect square image when you can add some, you know, in this case it almost looks like that cutout Valentine, that curtain look, that’s really impressive. Because we hear about that all the time, what are the best practices for, you know, for email design. And it’s interesting that I do think that in a lot of cases it’s gonna be unique to the brand, but that’s really fascinating research and testing you guys did, that’s awesome.
Jayme: Yeah.
Molly: Yeah. And I think as well, having the characters, you know, we as a brand are lucky because we have different types of assets that we can use. We can use product, we can use characters, we can use our mission. You know, there’s all these different ways that we can go about using images. And this was one of the first ones since I’ve been on board that we use the characters as opposed to the toy of the character, the actual illustrated images people were really excited about.
Cliff: That’s cool, that’s cool. All right. So, we’ll jump into the next email example which is the Introduce Girl to Engineering Day. This is a really, really cool idea and initiative to get behind. Do you guys wanna talk about this one a little bit?
Jayme: Yeah, yeah. I’m also very fond of this email campaign. There is a day at the end of, I believe it was February, that the National Board of Female Engineers institutes that is all about introducing girls to engineering. So, a lot of companies, a lot of non-profits, a lot of organizations in our space spend a lot of time and a lot of money, I’m sure, getting their advertising in order for a day like this.
So, again, like Molly said, we’re lucky because we have products that really speak to our mission. So, we have a lot of tools that we can use to introduce people to our, you know, ideals, our ethos, and all that good stuff. So, the image that you see at the top is of our CEO Debbie in the kind of teal shirt in the middle surrounded by little GoldieBlox fans.
This is actually a letter from Debbie to our customers explaining how she was introduced to engineering. Her story is pretty funny because her high school math teacher was like, “Debbie, you know, when you go to college you should really look into engineering.” And she was like, “I don’t wanna drive a train. What are you talking about?” She thought the person was talking about like train, like a conductor, you know?
Cliff: Right, right. That’s awesome.
Jayme: So, she tells this funny little story and she explains that engineering is a lot of, you know, stereotypes and a lot of kind of misconceptions about the people who work in engineering. And with this message, we really wanted to connect with the people who are already brand advocates, and also influence the people who might kind of know what we do but not entirely have kind of an idea of exactly what GoldieBlox is.
So, one of the features of this email that was unique was that the sender name was Debbie Sterling, CEO of GoldieBlox. So, instead of sending the email from the company, it was actually sent from an individual’s name and that boosted our open rate about 10% over our average. So, this was about 25% to 26% open rate on this email which was great.
Cliff: That’s awesome. Not only just because of the from name, obviously being Debbie’s, but the fact that the message on the other side of that too is something, you know, close to her heart. And the overall in this that’s great, that’s really, really cool strategy.
Molly: And Molly here, just to add a little bit to this email what was interesting. When you look again at the actual asset that was used, it doesn’t feel like a square asset up the top because of the blue marks coming off of the Introduce to Girls to Engineering Day. And since it did come from Debbie, we are positive that, that geared a lot of people to click because you can see, the CTA is below the fold when people are opening in their emails. But this email performed very well, revenue wise as well.
Cliff: That’s really, really cool. So, let’s look at the next one I believe is the Memorial Day campaign that you guys have. And this is, I think when we talked about it you guys said this was one of the first, you know, truly character-centric ones, correct?
Jayme: Yeah, yeah. We have some fantastic illustrators on staff. They’re only a couple of rooms away from me right now and they’re just incredibly talented. But it’s taken us a while to kind of get our visual assets in order in terms of how much work those people have to do in their day-to-day jobs and what we wanna show, and what kind of thematically we wanna create for email campaigns.
So, all that has to say that we never really had our illustrators time to invest in email campaigns. But this one, as you’ll see, Goldie is front and center wearing her shades at the top in the hero image, kind of the header. We offered 30% off and we also tested some content below the fold.
So, you’ll see, the CTA is really close to the top. And those other two kind of sections of the email are taking you to more GoldieBlox content. But Molly will explain that this email also converted really well and we can attribute that to we think the characters and also the placement of all these assets.
Cliff: Awesome.
Molly: Yeah. So, I absolutely love this email. How Jamie feels about the welcome email is how I feel about this email. I love everything about it. So, since I’ve been on it as well, this is the first time that we tested. If you look at the middle section and the bottom section, it’s the first time that we tested circular images and seeing where people clicked. The majority of the clickthroughs were on the top image, obviously because there’s the big 30% off right in your face and the shop now.
This was one of those emails as well where we tried to keep the content, the text content lower but also drive people to want to see more. So, doing the more sun, more fun, yay! It’s a kickoff of Memorial Day. It was a huge success. And, of course, part of that is attributed to a 30% off deal. That’s one of the highest deals that we’ve offered to date.
Cliff: That’s great. That’s great. All right. So, next, you know, just quickly give us an update on the 4th of July email as well, that would be awesome.
Jayme: Yeah. So, the 4th of July email was an interesting one. We put this together in a couple of hours. We spent a lot of our June focusing on content. And we were like, “Well, I guess we should really put together something for the 4th of July, you know, a long weekend.” And it came out fabulously. We also experimented with kind of moving imagery, a gif at the top of this email.
You’ll see the little star stoppers there spinning. And we tried again to showcase product and get our CTA toward the top of our email. So, you’ll see that assets kind of move around, meaning there’s sometimes a button really close to the top, a button close to the bottom, products in the middle. We’re all about testing here.
We’re a small team and we make decisions really quickly. And when we bring all that data together after we finish these campaigns, we make better decisions for it. So, this one, we tried to keep all the information above the fold and we use that header image to grab people’s attention.
Cliff: Yeah. That’s great. I hope that’s a big takeaway for everybody today. It’s just the testing that you guys put into play. That’s awesome.
Molly: You know, something, if I can add on to it quickly. If you could go back to the 4th of July ad. So, something that our 4th of July email, excuse me. So, something that we’ve been testing as well is what images directly correlate with what’s on our home page of our website.
So, traditionally, the home page of our website has been mission driven. And so, what was great about this was that we took this American flag and we made it our home page of our website. And that drove much higher conversion as well as having the correlation between the email and the website.
Cliff: That’s cool. Yeah, that’s awesome. All right. Well, I think next, the next screen that I was gonna show you guys and this is a shot of inside your email account. I know, you know, this is some sample test data but just to give, you know, viewers a look at what you’re looking at every day with the Shopify integration.
We don’t have to spend a ton of time on it. I don’t know if there was anything you guys wanted to say but just wanted to highlight this visual in terms of being able to show some of the metrics that you looked to.
Molly: Yeah. So, this is Molly again. So, what I really focus on is the top portion where the revenue of conversion and conversion rate. Jayme really focuses where you see the 336 clicks. So, between the two of us, we kinda tag team what we see as success like for the campaign. So, before we even launch a campaign we decide what we are measuring as success. Are we measuring open rates? Are we measuring clickthroughs? Are we measuring revenue conversions?
Cliff: Gotcha.
Molly: So, it’s really great to have this, the Shopify integration here because it’s an easy reference point.
Cliff: Yeah. No matter what the goal is that you decided on the front end, that’s awesome. Cool. So, just to keep things moving. I know the Birthday Club email series is one specifically that you guys, you know, have been working on too. This is just kind of the outline. It looks like a productive live board session that you guys had.
I didn’t know if you guys wanted to, you know, walk us through and speak through this. And just in terms of time, we’re gonna, you know, we are gonna roll through this and get to the Q&A, too. I know we’re, you know, we’re gonna try to move quick. I don’t wanna rush anybody.
Molly: No, perfect, perfect. So, I’ll walk through this quickly. So, essentially, what we decided to launch is the Birthday Club and that’s what I was speaking to about direct marketing towards children. So, we had many sessions as to how this Birthday Club would work. To start off with, we are launching an app this week called Rocket Cupcake and the original sign-up for the Birthday Club is going to be through the app.
So, you can see on this left-hand side the different steps that people take. So, this is just kind of how we go about brainstorming and how Emma is useful in this process. What our tools are and how many emails need to be sent, and where the information flowing is. And that’s one of my great drawings.
Cliff: That’s great. That’s great. That is a happy user, I can see that, so that’s awesome.
Molly: It is, right? So, we can move on to how the emails look.
Cliff: Yeah. So, this is, and like you mentioned the Rocket Cupcake app that’s gonna be available in the app store. This is just one of the shots of that.
Molly: Yes. We are so excited for the Rocket Cupcake launch, it’s really cool. Essentially, it’s Goldie Blox on a skateboard and she’s delivering cupcakes to her friends for their birthdays.
Cliff: Awesome. Cool. So, the way that…
Molly: So, this is…
Cliff: Sorry, I don’t mean to interrupt. I was just gonna say the way the… We’ll just walk through the flow of the Birthday Club email.
Molly: So, can you go back to the home screen really quickly?
Cliff: I sure can.
Molly: So, you see on the lower right-hand corner it says, “Join our Birthday Club,” and that’s the parental control. So, the parental control is clicked and then you can move forward. And so after a parent enters their code they are join the email. And you can see here, we have specific verbiage.
It’s saying, “You joined the Birthday Club and also by giving us your email, you also are gonna be receiving updates from GoldieBlox.” So, not only will they be added to our Birthday Club list but also our GoldieBlox mailing list.
Cliff: Yeah. Setting that context, that’s great. Cool. And this is the first email.
Molly: Yeah. So, we’ve gone through many renditions of this when it comes to verbiage. So, this is still in draft form just so you all know. But essentially, this is the email that’s sent to the user upon sign-up because they still have one more step to do. They have to give us the birthday info. So, this is email number one that’s sent and the call to action here is to update the info.
Cliff: Cool. And so that’s where they go next, the landing page to do that.
Molly: Yes. So, here is our landing page. And so you can see what’s required. It’s the kid’s first name, their birthday, and their mailing address. Further down the road, we are going to be sending birthday cards to the kids, possibly sticker sheets, some sort of little prize. And the adults info that they need to submit is an email.
What’s really cool about this list is we did a special integration with Emma where Emma’s engineers are working on this as we speak to make sure that all of the information is flowing into Emma on the back end correctly as well. Actually, let’s go to the next slide for my next point to make sense.
Clint: Yay.
Molly: Yay you’re in. So, essentially, so after somebody signs up the information flows directly into Emma. And in that information, on the back end the user will be assigned a coupon code. And so that’s what Emma’s fine engineers are working on as we speak.
Clint: Awesome. Cool.
Molly: All right. So, here’s where that fun coupon code comes into play because we want to be able to track the analytics behind codes and what’s being redeemed. And we wanted them to be all to be personalized. So, when Suzy Smith signs up she is going to be assigned BIRTHDAYMONTH123! as a code, and that code is going to be $10 off on So, when this email is being sent, and Jayme, you can definitely add color to this, it’s going to pull the child’s name as you see in the first paragraph as well as pull the code and pull what the code is, if that make sense.
Clint: Yep, it does. And says a message.
Jayme: Yeah. That’s another form that Emma is building for us. So, there’s a lot of the unique back end work happening on this project.
Molly: So, this is the day of email, so this goes back to marketing towards children because we have to send the email to the parent. And as you can see here, it says, “Hey, go grab your engineer.” So, you know, it’s directed towards parent but then it also this is Goldie’s birthday message. And what we have at the bottom are a link to an activity book. So, we have coloring sheets and connect the dots.
So, when somebody opens the email and they click on the bottom where you see the little images, that’s gonna open up PDFs to printables for the kids to play with. And this was kind of our work around because originally, we really wanted to send something in the mail for the kid to have and to, you know, have a hands on experience with Goldie and her gear heads. So, this was the next best way to do it without spending a ton of money.
Cliff: That’s great. That’s great. And then it looks like the next screen is just you guys, your templates within Emma just your experience in putting these emails together.
Jayme: Yeah, yeah. So, I emailed these to you guys last night at like 8:00 Pacific time because I was still working on these emails. And it’s a labor of love because I’m really excited to get these out the door. This is Jayme. I’m actually the one who does most of the work in Emma in terms of loading up content, actually building emails, and then scheduling them.
So, this is something that I look at all the time. The cool thing about this template is that you’ll see Ruby and Goldie’s eyes peeking out from the bottom, that’s a template, another thing that the Emma design team built for us. So, when we first got in touch with our account rep, he was like, “You guys could use the navigation bar across the top of your email.”
And Molly and I like, you know, it was a face palm moment. We were like, “Oh, duh,” you know? So, we worked with Emma to create this really rad template that includes this hardwired navigation bar and our characters in the footer. So, this is what I see whenever I open up a new template and email to get ready for our next campaign.
Cliff: That’s great.
Jayme: Yeah, I really love it. On the next one, you’ll see me starting to put the header image in. So, this is for the email that’s going to display the coupon code, the one that you saw mocked up a few slides ago. So, that’s me dropping in the header image across the top. In the next slide, I think you’ll see me putting the live text in. So, that text that you saw in that mocked up version is actually going to be live text because we do wanna add some personalization in there, which we’re gonna do through some coding on the front end in our email.
Below that you’ll see the mocked up coupon code that’s going to be pulled from the contacts history, the contacts record by the form that Emma is building us, the custom form that’s going to assign that code individually to everybody. And then, you know, just drop some confetti down there on the bottom and that’s what our, you know, process looks like. Yeah.
Cliff: That’s awesome. Well, thank you guys so much for taking some time to walk us through not only just your strategy on putting these together but also just showing us a little bit, you know, behind the scenes of how you build them as well. So, with that we’ve got, we have, you know, arrived to the question and answer portion of this. And so we’ve already got some questions that look like that they’ve been coming in.
I do wanna, before we jump into those, if you look at the top there is the GOLDIE+EMMA 20% off your GoldieBlox purchase valid through the rest of this month. And so, you know, make sure you take that down and go to and check it out.
So, in terms of jumping in, we’ll go ahead and go through the list of questions. And Jayme, Molly, I let you guys just, you know, choose who wants to take them. So, do you guys start, this is a question from Lauren. Do you guys start to follow the younger demographic and court them before they are old enough for GoldieBlox?
Jayme: That is a good question. And there’s a lot of different things that go into how we approach our customers. First and foremost, we have toys for girls as young as age four. So, our Spinning Machine actually introduces the concept of a wheel and axle, and a pulley. And we have seen girls as young as three and four playing with that toy.
So, for me, it’s hard to think about girls younger than age three and four when it comes to products. We do have a onesie on the website, that says, “More than just a princess.” So, that’s kind of where we meet our customers in the infancy stage, like literally when they have an infant.
But as we expand, we’re really hoping to get involved in the formal educational market. So, once we’re capturing kid’s interests in kindergarten, you know, as young as four and five. We’re really hoping to keep them as fans in the classroom, at home, and, you know, forever ideally. But the younger demographic I think is something that we’re still trying to develop new products for and figure out if that make sense, to be very honest.
Cliff: Awesome. Yeah, yeah, it totally does. I know, there’s another question it looks like, it just came in from Lauren. And Molly, I think this one is for you because you were talking about this. When we were looking at the Emma response section and we’re looking at the Shopify results as well as, you know, you talking about clicks and opens, and what the goal is for particular emails.
This question from Lauren said, you mentioned the different metrics you and Jayme used for success. Do you guys ever have to align decide on one success metric to use? And if so, how do you guys do that?
Molly: Yeah. So, I mean essentially when it comes do it, you know, we are a retail store online. So, of course, our metric always is to have conversion. But when it comes down to it if we have every campaign via conversion driven campaign, it means that we’re gonna get stale. We can only send out so many discounts, we can only send so many gift with purchases.
So, what we do when we look at the calendar for the upcoming month and we decide how many campaigns we’re gonna do, or what type of campaigns that we’re going to do. So, currently, we have been sending two, well, starting this month we’re sending two to three conversion emails per month.
So, our goal is revenue. So, there’s going to be a discount or some sort of deal within those campaigns. We as well are launching one to two digest campaigns a month. So, the important metrics there will either be open rate or clickthrough. And by digest I mean mission driven. So, it will be essentially this month in women’s history or what is cool happening in the toy world.
So, we aren’t expecting high conversions on campaigns like this. But essentially, to address it specifically, we sit down once a week and say what’s on the calendar and what do we want to drive in this campaign, and then we start working on the creative.
Cliff: That’s awesome. And just across those two teams, I mean that obviously takes, you know, looking at the goals and compromising where we’re possible between teams for sure.
Molly: Exactly.
Cliff: Cool. And just, I’ll chime in with an answer to this one. We had Tony asked, “Where can I find the link for GoldieBlox?” It is Just wanna make sure to, you know, to say that again, make sure he’s got that. One question, so as we talk about that and with the different goals of sending engagement emails versus revenue-driven ones, there’s a question from Jennifer on how often are you sending to that list? And I guess in terms of, you know, breaking those users out and segmenting that. How often are you sending?
Jayme: Yeah, yeah. So, this is Jayme. I’m kind of the content-focused person of the pair. And I’ll say that last year in Q4, we were hitting our customers multiple times a week sometimes. The CTAs there were really strong, too. It was either gonna like shop now or watch this new video, or check out this new product, you know, watch us in the Macy’s Thanksgiving Day Parade, or find your closest store.
You know, really, really concrete CTAs. But throughout Q1 and Q2 this year, we’ve really been scaling back in thinking about our campaigns in a more cohesive manner. So, when we launch a campaign, we’re sending an email but we’re also pushing out 5 to 10 Facebook ads and we’re also doing support on social.
Those are all things that Molly and I do, there’s two of us. So, we really have to allocate our time and work as a team to make sure we get everything looking good and out the door when it needs to be. And that being said, this summer like Molly eluded to, we really wanna be talking to our customers more, really nurturing that relationship. And we’re hoping to max out one campaign a week.
As we design the schedule, we’re also, as Molly said, trying to make sure the content is super diverse so we don’t see, you know, a spike in attrition on our list. And so we don’t fatigue our customers because we really need to be talking to them and really communicating through Q4 when people are gonna be shopping for toys, you know, around the holidays. So, we’re working with a pretty set schedule when it comes to that.
Cliff: That’s great. And actually paired with that, when you guys are putting together your campaigns, it looks like we’ve got a question from Greg and Molly if you wanna take this one. It looks like Greg had said, “I’ve seen multiple interviews with Debbie and she seems like such an inspiring leader. How involved is she in the day-to-day marketing activities with you guys?”
Molly: As Jayme said, we are a super small team and Debbie actually sits right next to us. So, it’s great. We have her at our fingertips. Essentially, during our meetings that we have once a week to discuss what our next campaigns are, she shows up when she can and gives us so much insight. So, she’s always there, so it’s really great to have her at our disposal.
Cliff: That’s great. And Jayme, I’ll try to keep these going back and forth to you guys. But just kinda back to that campaign mentality and focusing on trying to do those once a week, Julian brought up the question, “I’m interested in thoughts on the use of newsletters with multiple action items versus more frequent emails with a single call to action.”
And to tee this one up a little bit. I was actually on a client call earlier today where this best practice came up of what do you expect from a newsletter compared to a focus of a really particular content-focus in an email on one idea with a call to action? Just from your experience in what you guys have seen what do you find works well and especially with those goals? What are you trying to accomplish with multiple action items versus a single call to action?
Jayme: Yeah. So, this is a really interesting question because it presents a dichotomy that I haven’t thought much about. So, here is me thinking out loud about it. Like I said, we’re a small team so we haven’t quite yet had the capacity that concept a newsletter format. So, Molly eluded to the fact that we love to send this month in Women’s History newsletter.
But we haven’t really experimented in the formal newsletter space quite yet. A lot of our emails though are featured multiple blocks of content. Our Memorial Day email which we saw a few minutes ago was one of them, we sent people to our shop page at the top, and then we sent people to a blog post at the bottom.
So, I think when it comes to multiple blocks of content and multiple action items, it’s important to keep the hierarchy in mind. What do you want people to do first and what do you, happy if people do after that, right? So, as Molly said, we’re a revenue-focused company so we want people to shop first. That’s the first thing you’re gonna see.
Afterwards, it’d be great if you go read the blog post that I wrote. But because, again, we wanna sell toys and we wanna get our products into the hands of as many little girls as possible. We’re gonna ask you to shop first. So, that’s the philosophy I’ve been operating on but if we do launch a formal newsletter, I do want it to be content-focused. So, I’d be interested in keeping kind of a 90% content with a 10% sales/deal driven format. And come September, I’m gonna give that a shot. So, if you ask me this question again in six months, I’ll probably have a different answer.
Cliff: Yeah. Let’s revisit, let’s come back to it for sure.
Jayme: Yeah, yeah.
Cliff: Well, cool. So, also it looks like we’ve got a follow up question from Lauren to, you know, what have been your most effective email campaigns and why? And I’ll let Molly or Jayme, or both of you guys wanna take this. Feel free.
Molly: Yeah, yeah. This is Molly. So, essentially, some of our most successful campaigns were the ones that we really looked at. Looking at just campaigns this year since we’ve moved over to Emma, the Galentine’s Day ad was super successful because of the use of illustration. It was also the first email we sent in the year, so we didn’t send anything in January.
So it was where there’s kind of a lull in our communication with our list, and it also offered a 20% off discount. The emails coming directly from Debbie that are content-based are always very engaging. So, yeah. Just kind of going back to what we’ve said before. It really has to do with the creative, the subject line, and what the offer is.
Cliff: Cool, that’s great. It looks like Neya left a question here and I think this is a really good one, especially you guys were talking about you have such a small team and we saw some of your whiteboarding work. And when you’re starting from scratch, what’s the best, you know, the best way to put all of those moving pieces together?
We’ve talked about social media, we’ve talked about email, we’ve talked about multiple campaigns. How do you do that? Like what is your approach to putting that, you know, that strategy together to make it manageable and something that you guys as a small team can do successfully?
Molly: Yeah. So, I’m gonna take this one as well because I kinda project manage these campaigns. So, I think having such a small team is actually helpful to make the whole campaigns be cohesive. So, when we decide on a campaign, essentially it launches with email first and the creative that we use in the emails we have are designer make lay off shoots of the creative use in the email and post those on Facebook, as well as make a home page banner. So, step one is email and then two is our Facebook advertising, and our home page update.
Cliff: Cool. That’s great. And then it looks like Patty has also written in, I’ll read her question. “I work with brick and mortar clients in food, hospitality, and health and wellness, as well as a range of non-retail service providers and online consultants. Based on your experience selling products online and in stores, what tips and strategies would you recommend to increase their list and their conversions?”
Molly: That is a good question.
Jayme: Yeah, that is a good question. I’ll touch upon something that we introduced in the beginning of the session. I think our integration with Privy has been invaluable. I’ve had one-on-one service with Ben, the CEO at Privy who’s been really, really helpful and really, really accessible in exploring what his platform can do for us.
So, like the stat I dropped earlier in the presentation is we’ve converted 3% of website traffic which has been 7,000 new subscribers for us in the past 8 or so months. That number is huge when you consider, we don’t necessarily have time to run email activation campaigns across social or across different platforms to really grow our list with a lot of regularity that way.
So, I think the pop-up, although some people might consider that a bad word, you know, pop-up or ad, it really has added something to our marketing strategy that we’re looking to replicate. We’re gonna use more pop-ups, we’re gonna deal with site targeting, and we’re gonna introduce that on different pages of our website to try to talk to customers at different parts of their journey with GoldieBlox. So, I would recommend looking into that and don’t shy away from that type of thing.
Molly: And to add increasing users to the list, I just spoke briefly about our Facebook campaigns. We will do broad campaigns anywhere from, that are targeted anywhere from 2 to 10 million people. So, just getting people to click on those campaigns, depending on how many people we’re targeting, we’ll see a little uptake in people who sign up for our email list.
Jayme: Yeah.
Cliff: Cool.
Jayme: I have one more thing to plug for this question actually. We’ve also been in touch with some of the product managers and the product team at Emma. And we’ve been in conversations with some of those people about new automation tools that Emma is developing.
So, it’s been really helpful for me to kind of get the inside scoop on what products are coming out next, and not to brag, and what kind of automation tools would be available soon. So, branching automation is something I’m really looking forward to in terms of implementing in our email strategy. 
So, being able to target people based on whether or not they’ve opened an email in an automation is going to be huge for us, and I’m looking forward to implementing that. So, that “tip,” to distill it, really just explore what options are available to you in targeting specific groups on your list and specific people who these clients might have a better chance of getting in front of them if you are to use all those tools.
Cliff: Yeah, definitely. I mean that’s awesome. And I wanna try to fit one more, maybe a couple more in here. There is, we talked a lot about the design elements that you guys have put into the emails to, you know, to test and influence click rates. One question from Adrian is, what are some effective ways or tactics you guys have used to get higher open rates for emails? Do you test subject lines? Is that something you guys have been doing?
Jayme: Yes. Yes, yes, and yes. So, when we’re working on a campaign and this also speaks to how to start from scratch when you’re building a marketing team and building a marketing plan. When we are starting a campaign, I write like 20 to 25 subject lines and match them with 20 to 25 pre-header text lines. So, we are always, always running some deadlines by each other.
We’ve also in the past done some subject line AB testing, so if you’re not taking advantage of that you should start. And the sender, the sender name is huge which we learned from our Introduce a Girl to Engineering campaign. Like I said, that email was opened like at a 10% higher rate than usual. So, switching it up and having an email come from an individual is a great way to see if that’s gonna resonate with your customers.
Cliff: Gotcha. All right. Well, it looks like we’ve hit the hour. But before we do go the last really important question I wanna get in here from Veronica is, who is your favorite GoldieBlox character? I would say Ruby Rails for me.
Jayme: Wow.
Molly: Well, I won’t say mine for sure. Mine is Nacho the Dog because it’s totally adorable and goofy, and always tries to steal Goldie’s waffles to eat.
Cliff: I love those waffles, that’s awesome.
Molly: Just like my dog.
Jayme: I think my favorite is, I think it’s Ruby Rails.
Cliff: Yeah, I’m with you.
Jayme: Yeah. She’s Goldie’s best friend. She’s named after the coding language. She’s a coder herself and her action figure comes with a parachute. So, she’s like the girl I wish I was when I was 12, you know? She’s really rad.
Cliff: I know. I’m 33 and I wish I had a parachute right now, that would be awesome. Awesome. Well, guys, thank you again so much Jayme and Molly for being here. And thank you for all the attendees that were here with us today. As a reminder, you know, the GOLDIE+EMMA 20% off your next GoldieBlox purchase is valid through the end of this month. I hope you’ve enjoyed the time today, “Cupcakes, Rockets, and Email.” Hopefully, you got a little bit of all of these and enjoyed some. And, again, Jayme and Molly, thank you so much for being here with us.
Jayme: Thank you.
Molly: Yeah. Thank you, Cliff.
Cliff: All right, guys. And we’ll be in touch soon with a follow up of resources from the webinar, make sure you guys have this. And, again, thanks for your time today and cheers, have a great week.

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