Case study · Pest control technology · DTC + B2B agricultural
$58K/month in email revenue. From zero to live in ninety days.
Bird Gard — a mid-funnel revenue line built from scratch through lifecycle email tied to behavior, not the calendar.
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Case study · Pest control technology · DTC + B2B agricultural
Bird Gard — a mid-funnel revenue line built from scratch through lifecycle email tied to behavior, not the calendar.
Client
Bird Gard
Engagement
Twelve months · ongoing
Services
4 of 9
The company
Bird Gard makes electronic bird deterrent systems used by vineyards, orchards, and other agricultural operations across the Pacific Northwest and beyond. The Apex device — their flagship product — is sold through two distinct channels: direct-to-consumer on Bird Gard's e-commerce site, and through a B2B agricultural dealer network.
The DTC side reaches growers managing smaller operations, hobbyist farmers, and homeowners protecting fruit trees. The B2B side reaches large agricultural operators and the dealers who sell to them. Different price points, different consideration cycles, different content needs — but the same underlying product technology.
When we started, the e-commerce side was leaving substantial revenue on the table because there was no lifecycle email program in place — no abandoned cart sequence, no post-purchase reactivation, no consideration-stage nurture for the high-AOV configurations.
The challenge
The DTC e-commerce side had decent traffic from paid + organic + brand search. Carts were getting abandoned at industry-typical rates. Customers who bought once weren't being reactivated. Prospects who downloaded a content asset weren't being nurtured back into purchase consideration.
Email itself wasn't broken — it just wasn't being used as a lifecycle channel. The list existed. The platform existed. The purchase data existed. Nothing was tying them together into a flow that moved buyers through the cycle.
When we got involved, the e-commerce program was leaving substantial revenue on the table. Email existed but wasn't being run as a lifecycle channel — no abandoned cart sequence, no post-purchase reactivation, no consideration-stage nurture for the high-AOV configurations. The data was there. The flows weren't.
Our approach
Three structural moves over the first ninety days.
01
Conversation with the e-commerce team and customer support: what stages does a Bird Gard buyer actually move through? What signals indicate readiness? What questions come up at each stage? That mapping became the lifecycle architecture.
02
Cart abandon flow. Welcome series. Post-purchase reactivation. Consideration-stage nurture for higher-AOV configurations. Each one timed to where the buyer actually is, not where the calendar says they should be.
03
B2B inquiries flagged to the dealer team. High-AOV cart abandons routed to support for white-glove follow-up. The system tells the right person to reach out at the right moment.
The work
The results
38%
Average open rate
Above industry baseline for the agricultural-DTC vertical
11%
Average click rate
Sustained through 12-month engagement
[TBD]
Cart abandon recovery rate
“[REAL CLIENT TESTIMONIAL TO BE GATHERED] The email program is now one of our most reliable revenue lines. It runs whether we're paying attention or not.”
Bird Gard · Pest control technology
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