From unknown to unforgettable
Unprecedented success for an unusual brand
E-mail marketing + copywriting + design
My son George looked over at me and then turned up the volume on the TV. I was explaining how Recycled Goods was more than meets the eye, just like the Transformers cartoon we were watching. Like the Transformers, the brand was hidden by obscur—
Now that I think about it, if you were building an actual Transformer, you would go to Recycled Goods for parts.
But, let’s back up.
Recycled Goods is a humble retailer of recycled equipment, doing great work keeping used machinery and electronic waste out of landfills—and proudly putting it back to work in factories, labs, and workshops around the world.
Problem was, most of their sales came from vast online marketplaces where Recycled Goods was just another seller in a sea of competitors. My job was to grab the attention of these one-off customers and introduce a brand they’d never forget.
Through a carefully crafted post-purchase campaign, we told their story, revealing the ethos and history of the company, the unique products they offer, and the benefits of buying from them again.
And we did it all through a truly strange series of emails.
Odd and quirky
The series started with a warm welcome into the world of Recycled Goods, highlighting the vast array of unique items and the sourcing services they offer. It was odd and quirky enough to plant seeds of curiosity that set the stage for what was to come.
Junkyard Jedi
We teased their audience with the variety and rarity of their offerings, from vintage treasures to modern necessities. Their average customer is a talented gearhead genius—one part Einstein, one part MacGyver—who mixes cutting-edge innovation with a nostalgic appreciation for retro aesthetics. Passionate about exploring and repairing technology, they have a strong preference for the durable and well-crafted machines of the past.
They come in peace pieces
I enlisted the help of robots made from assorted parts, a nod to the recycled nature of the products and a terrific personification of the brand.
Something bold: something new
Recycled Goods introduced lines of flexible solar panels, further proof that the company, founded on the promise of landfill relief, remained true to its sustainable roots and commitment to quality, value, and the environment. The message that we were helping the planet wasn't much of a leap. But the fact that the solar panels were new, not used or recycled, confused everyone.
Stuffocation
And finally, we addressed their burgeoning inventory and offered an incentive to customers to "help" the company's overwhelmed warehouse staff by taking stuff off their hands. It wasn’t a gimmick. Their inventory topped 13,000 pieces and more was on the way. Even today, if you visit the Recycled Goods facility, you’ll see that it’s reminiscent of the warehouse at the end of Indiana Jones. The need to reduce inventory was real, Dr. Jones.
The transformation
The campaign was a success. We saw excellent email open rates and click-through rates, followed by an uptick in repeat purchases.
Oh, in case you’re wondering—we did all this using HubSpot. While some might call it marketing automation, it was essentially a straightforward workflow triggered directly from the Recycled Goods e-commerce site. Simple and effective.
Plus, I did the job for trade, and I have to say, the Ark of the Covenant looks absolutely stunning in my son's bedr—
George, don't open that!
Credits
Copywriting: Jeff Hendrych
Email design: Jeff Hendrych
HubSpot automation: Jeff Hendrych
For Dusty.