Sheffield Pottery
- Industry: Arts & Crafts, Retail & Products
- Business Model: B2B, DTC, E-Commerce
- Services Used: Email Marketing, PPC
+62%
Revenue
+38%
SMS Subs
8x
ROAS
Overview
Sheffield Pottery’s campaigns lacked clear audience segmentation. Ads for low-cost items like clays and glazes ran alongside high-ticket kilns and studio equipment, forcing products with vastly different price points and buying cycles to compete for the same budget. Without this separation, Sheffield couldn’t pinpoint which audiences drove the most value, or tailor its marketing to each distinct buyer journey.
LP stepped in to rebuild the foundation. By isolating each arm of the business and aligning messaging, budgets, and automation to each segment, LP deployed a strategy that empowered Sheffield to drive growth across every audience while maintaining a consistent brand presence.
Working with LP has helped us redefine our business and make sense of our marketing efforts. Having a trusted extension of our team has allowed us to unlock the full potential of both PPC and email marketing. What was once a challenge, is now a key driver of our growth.
Patsy Cowen
Director of Operations
PPC Approach
We implemented a blended strategy combining Google Shopping campaigns with Performance Max (PMax) to balance efficiency with growth potential.
Google Shopping
Campaigns targeting clay, wheels, and supplies maintained steady, predictable sales volume and account stability with extended customer lifetime value.
PMax for Scale
High-ticket items such as kilns and bundles were transitioned into PMax campaigns, allowing Google’s AI to prioritize high-value conversions and maximize ROAS.
Account Structure
Campaigns divided by product line to inform product-level performance, while remarketing strategies re-engaged high-intent users further down the funnel.
Turning the Wheel of Email
While paid search focused on acquisition, email became the channel for retention and loyalty.
Cadence & Consistency
Campaigns increased to five per month, establishing a predictable send schedule.
Segmentation
Emails were customized for each audience type—hobbyists, educators, and studios—to ensure relevance.
A/B Testing
Continuous testing of subject lines, send times, and creative formats boosted engagement and deliverability.
The Results
+76%
Revenue Attribution
+23%
Email Subscribers
+38%
SMS Subscribers
+33%
Open Rate
-56%
Drops
-11.5%
Spam Complaints
8x
Return on Ad Spend
+62%
ROAS
Impact
Patience and precision were the cornerstones of Sheffield Pottery’s success. By collecting data before introducing automation, LP maintained control, made informed adjustments, and achieved sustainable, long-term gains that are more than 8 years in the making.
This disciplined approach enabled Sheffield to grow each revenue stream independently, supporting both bulk B2B orders and single-item B2C purchases—while maintaining authenticity and brand identity across every touchpoint.
Tips For Achieving Similar Results
Stay consistent: Regular schedules improve PPC and email performance.
Segment audiences: Tailor campaigns to each customer persona and their specific needs.
Pair automation with structure: Use Google’s AI tools for scale but maintain control through data-driven oversight.
Test constantly: From subject lines to ad groups, small optimizations compound into large, sustainable gains.
Ready to Achieve Similar Results?
Let’s discuss how we can help you scale your business with integrated digital marketing strategies.
