Hancock Seed

Hancock Seed partnered with us to transform a fragmented and underutilised email and SMS setup into a high-performing, revenue-driving marketing engine. A single welcome email made up the entire automation set-up, around 95% of the database was inactive, and email and SMS were running on separate platforms with no shared view of the customer.

Eastside delivered a full lifecycle CRM build covering platform migration, automation, campaign strategy and behavioural personalisation. The work moved Klaviyo from a side channel into one of the biggest revenue contributors in the business, with a 564% year-on-year uplift in Klaviyo revenue and the channel now driving up to 36% of total revenue.

The Brand

Hancock Seed is a fourth-generation family business in Dade City, Florida, growing, sourcing and shipping seed for nearly a century. The product range covers lawn, pasture, wildlife and homesteading, supplied through a network of family farmers across more than 35 countries. The customer base runs from homeowners with a back garden to land managers responsible for thousands of acres,  all looking for reliable, high-quality seed solutions.

The Challenge

When Hancock Seed came to us, their email and SMS marketing lacked structure, consistency, and strategic direction:

• Underused database: Around 95% of the list was dormant, with no segmentation or warm-up programme in place to safely re-engage it.
• Minimal automation: A single welcome email made up the entire flow set, leaving the rest of the customer lifecycle unaddressed.
• Fragmented tech stack: Email and SMS sat on different platforms with no shared data, segments or reporting.
• No campaign rhythm: Sends were occasional, untargeted and visually inconsistent, with no calendar or testing structure to lean on.
• Limited personalisation: Climate, customer type and purchase data were being collected but not used, so every subscriber received the same content regardless of intent.

Rebuilding The Channel 

This was a build designed to do more than patch the existing set-up. CRM had to move from a low-priority channel into one capable of carrying a double-digit share of total revenue, with the platform, data and creative discipline to keep doing so month after month.

The platform layer had to consolidate email and SMS into one system so behavioural data, segmentation and reporting could finally work together. Automations had to cover the full customer lifecycle rather than the front door alone. Campaigns needed a calendar built around content themes, send time and creative testing. And personalisation had to move past first-name tokens, drawing on the customer data already sitting in the business.

The key objective was to build a complete, scalable marketing system – covering acquisition, conversion, retention, and customer understanding – while maximising the value of their existing audience.

Our Focus

Platform consolidation: Migrated the account onto Klaviyo and brought SMS across from Emotive, bringing both channels into one system with shared data, segmentation and reporting.

Deliverability and warm-up: Ran a structured two-month warm-up across the dormant base, identifying engaged segments and rebuilding sender reputation without burning the list.

Lifecycle automation: Built a five-touch welcome series across email and SMS, abandoned cart, browse and checkout flows, segmented post-purchase journeys, an AI-timed reorder flow, and a back-in-stock flow that became one of the strongest performers in the account.

Campaign discipline: Replaced ad-hoc sends with a consistent monthly calendar, testing content theme, frequency, send time and creative in cycles rather than one-offs.

Behavioural personalisation: Layered climate zone, customer type and purchase history into both flows and campaigns, lifting engagement and conversion across the programme.