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How Crafter’s Companion Streamlined Email Marketing With Bloomreach in Under 4 Weeks

Shopify brand Crafter’s Companion is home to all things papercraft, art, coloring, sewing, needlecraft, and more. Founded over 16 years ago, Crafter’s Companion has expanded from offering a single innovative papercraft tool to providing a diverse range of thousands of crafting essentials.

Products

Email Marketing

Bloomreach Engagement

Marketing Intelligence and AI

Omnichannel Orchestration

99.94

weighted average email delivery rate

during IP warmup

39.51

weighted average open rate

during IP warmup

days

for full functionality

including complete data integration and IP warmup

Challenge

Over the past 16 years, Crafter’s Companion has built an extremely loyal customer base via TV shopping channels and its own Crafter’s TV. Many customers spend hours watching tutorials and crafting sessions, fostering a community that feels more like a fan base.

However, Crafter’s Companion found that it was facing some challenges with its previous solution when trying to connect with its audience:

Personalizing at scale was difficult. The brand’s customer base was very diverse and engaged, which made it difficult to tailor content to everyone. Crafter’s Companion needed a way to segment based on unique behaviors, product preferences, and engagement frequencies.
The data wasn’t quite there. Crafter’s Companion knew its customers were loyal, but didn’t have the robust data it needed to deliver the right content to the right people at the right time.

Not enough flexibility. With frequently updated content, time-sensitive offers, and new products with very short promotional windows, Crafter’s Companion needed a flexible setup that could handle rapid adjustments without disrupting the email workflow.

Solution

To better engage its customers, Crafter’s Companion knew it needed to switch to a more unified and adaptable platform. At the same time, it needed to be able to transition without disrupting the customer experience. That’s where Bloomreach Engagement and Voxwise came in:

A seamless transition = an uninterrupted customer experience. Thanks to Voxwise, the data integration process was effortless and led to a rapid IP warmup. Voxwise’s adaptability also ensured that Crafter’s Companion could manage its fast-moving campaigns effectively while keeping up smooth operations throughout.
A more data-centric approach. Crafter’s Companion could now build detailed customer profiles and utilize Bloomreach’s user-friendly reporting capabilities, empowering more team members to access and act on customer insights. This has allowed the brand to break down assumptions about customer behavior using real data to understand purchasing patterns, preferences, and loyalty.
Personalization at scale. Bloomreach provides Crafter’s Companion with a streamlined email marketing system perfectly tailored to support a fan base that craves personalized interactions — with room to grow. Now, the brand has created a foundation for deeper customer connections and smarter marketing strategies moving forward.

Migrating from our previous CRM system to Bloomreach was a significant undertaking, but the support from both Voxwise and Bloomreach made all the difference. Their collaborative approach, flexibility, and commitment — especially given the tight timeframe and shifting requirements — helped ensure a smooth and successful transition. It was a real team effort, and we couldn’t have asked for better partners throughout the process.

Harrison Neal

CRM Executive at Crafter's Companion

Results

The collaboration between Crafter’s Companion, Voxwise, and Bloomreach delivered impressive results:

It only took 27 days to achieve full functionality, including complete data integration and IP warmup
99.94% weighted email delivery rate during the IP warmup phase, which meant communications were reliably reaching customers
39.51% open rate during the transitional period
4.71% click rate during the transitional period

With the help of Bloomreach and Voxwise, Crafter’s Companion could quickly begin tapping into the power that the combination of Bloomreach and Shopify offers. Crafter’s Companion now has the tools to understand its customers in greater detail. By focusing on customer segmentation and refining its engagement strategy, the brand is better positioned to serve its highly active fanbase with targeted promotions, offers, and communications.

“The integration process with Bloomreach and Shopify was incredibly straightforward,” said Joanne Harvey, Head of Customer Experience at Crafter’s Companion. “The Shopify plugin was practically plug-and-play, taking only a couple of days. Even with the added complexity of switching web agencies at the time, getting the Bloomreach cookie installed on our site was seamless.”

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How Crafter’s Companion Streamlined Email Marketing With Bloomreach in Under 4 Weeks

Challenge

Solution

Harrison Neal

CRM Executive at Crafter's Companion

Results

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