CASE STUDY /

Driving repeat sales with email marketing for Badger Office Supplies

How better audience segmentation helped turn generic email marketing into more relevant campaigns for business buyers and everyday customers.

Before launching The Northern Marketer, I led marketing activity for Badger Office Supplies, helping improve how email campaigns were planned, targeted and measured.

Badger Office Supplies served different types of customers, from individual buyers ordering ink cartridges to businesses buying office supplies in larger volumes.

The opportunity was to stop treating every customer the same and start using email marketing in a way that reflected what each audience actually cared about.

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The Challenge

Badger Office Supplies was sending the same broad email campaigns to different types of customers.

B2C consumers and B2B business buyers were receiving similar messages, even though they had different buying habits, different priorities and different reasons to act.

The result was scatter-gun email marketing, weaker engagement and missed opportunities to generate repeat sales and larger orders.

The Approach

Business customers needed messages built around reliability, bulk ordering, account value and ongoing supply. Consumer customers needed simpler, more timely campaigns focused on convenience, price and reminders when they were likely to need replacement ink cartridges.

The aim was to make the email marketing feel more relevant, rather than sending the same message to everyone and hoping it landed.

The Solution

Targeted email campaigns were created for different customer groups, with offers and messaging shaped around how each audience bought.

B2B campaigns focused on stronger account relationships, repeat ordering and larger-volume purchasing. B2C campaigns focused on timely reminders, convenience and simple reasons to buy again.

Tracking and campaign performance data helped show which messages were working, making it easier to improve future activity.

The Impact

Better email engagement
More relevant campaigns helped improve opens, clicks and response.

Repeat cartridge sales
Timely reminders encouraged B2C customers to buy again when they were likely to need replacements.

Larger B2B orders
Business-focused campaigns helped support bulk orders and stronger customer relationships.

Smarter targeting
Email activity became more focused, measurable and easier to improve.

Why It Matters

Email marketing only works when it feels relevant.

Treating every customer the same usually leads to weaker engagement, fewer clicks and missed sales. A business buyer ordering supplies for a company does not think in the same way as someone buying ink cartridges for home.

This work showed the value of matching the message to the audience. When the offer, timing and reason to buy are clearer, email becomes much more than a reminder. It becomes a reliable way to drive repeat business.

That same thinking now shapes how I support businesses through The Northern Marketer. Good marketing is not just about sending more content. It is about sending the right message to the right people at the right time.

Real-world email marketing results

Higher engagement

from more relevant campaigns

Repeat sales

through timely B2C reminders

Better targeting

through segmentation and tracking

Are you sending the same message to everyone?

If your emails, social posts or website content are speaking to everyone in the same way, they may not be convincing the people who matter most. I help businesses sharpen their message, improve consistency and create marketing that feels more relevant to the right audience.

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EXPERIENCE /

Experience that now supports independent businesses

My experience has been built across national brands and smaller businesses, but The Northern Marketer exists to bring that thinking to SMEs that need practical, hands-on marketing support without hiring in-house.

Contact /

Need more relevant marketing?

If your marketing feels too broad, too inconsistent or too easy to ignore, I can help you look at your audience, message and content so your activity works harder.