25–40%

of peak revenue from email

$1.11M

email revenue (Oct–Nov)

$322K → $646K

YoY November growth

Ez Ice Rinks

ezicerinks.com

Partners

Shopify Plus®
Klaviyo®

Industry

Outdoor & Activities

Services

Email Marketing CRM Management

Partners

Shopify Plus®
Klaviyo®
Challenge Strategy Results

How Email Marketing Works When You Only Have 4 Months to Sell: Driving 30% of Revenue in a Compressed Winter Season

We rebuilt Ez Ice's email program around their compressed selling window—optimizing for a business that makes 60-70% of annual revenue between October and December.

  • Email consistently attributed to 25-40% of total revenue during peak season
  • Generated $1.11M in email revenue during Oct-Nov 2025 peak window
  • Doubled November email revenue year-over-year ($322K in 2024 → $646K in 2025)
  • Built flow infrastructure generating $970K annually (abandoned checkout: $350K, welcome series: $300K)
  • Shortened automation timelines and strategic CTAs converted high-ticket purchases ($1,000-$20,000+ backyard ice rinks)
About img
Challenge Strategy Results

01

Challenge

Challenge Strategy Results

Challenge

Your entire year happens in four months.

August through December. Ground freezes in October. By January, customers have already bought. By March, ice is melting. By summer, nobody's thinking about skating.

Ez Ice sells backyard ice rink kits—$1,000 for basic setups to $20,000+ for regulation-size systems. Not an impulse purchase. People need to measure yards, talk to spouses, figure out ground prep, plan installation. Before winter hits.

Email wasn't working. They'd worked with agencies before. Had flows and campaigns. But the program wasn't built for a 4-month reality.

Automation timelines assumed months to nurture. They had weeks.

CTAs pushed immediate purchase. "Buy Now" doesn't work when someone needs to prep their yard and coordinate delivery before ground freezes.

Emails looked fine but didn't answer questions. How does this work? What results can I achieve? If I already bought a rink, what else do I need?

Nobody was selling to existing customers. Someone who spent $5,000 on a rink will buy lighting, bumpers, maintenance tools—but there was no post-purchase strategy.

case study details img

02

Strategy

Challenge Strategy Results

Strategy

Compress everything to match a 4-month window.

Automation Timelines Got Shorter

Standard flows spread messages over 30+ days. That doesn't work when your season is 120 days.

Welcome series front-loaded value. Day 1: how it works. Day 3: installation guide. Day 7: success stories. By day 10, someone either understood the product or they didn't.

Abandonment flows compressed from 10-14 days to 3-5 days. Someone browsing in October doesn't have two weeks to decide.

Result: Welcome series hit 9% conversion. Abandoned checkout: $350K annually. Site and browse abandonment: $130K.

CTAs Changed to Match Reality

"Buy Now" doesn't work for purchases requiring yard measurements and ground prep.

CTAs shifted to "Call Now" and "Get Expert Help." People weren't hesitating because they didn't want to buy. They had questions.

Customers who called bought larger systems, had fewer returns, added more accessories.

Design Answered Questions

Educational content performed without discounts because it reduced doubt. Real customer photos. Setup guides. Testimonials from people who'd done it.

Post-Purchase Revenue Got Systematic

Someone who bought a $5,000 rink is primed for lighting, bumpers, maintenance tools.

Post-purchase flows: "you built the rink—here's how to make it better."

case study details img

03

Results

Challenge Strategy Results

Results

By optimizing for a compressed selling window, email became a consistent 40% revenue driver during Ez Ice's critical four-month season.

Peak Season Performance

  • Oct-Nov 2025 email revenue: $1.11M (vs. $764K in 2024)
  • November 2025: $646K in email revenue (30.1% of $2.1M total monthly revenue)
  • Year-over-year November growth: 100% increase ($322K → $646K)
  • Peak season attribution: Email consistently 25-40% of total revenue

Campaign Efficiency

  • BFCM 2025 campaign cluster: $370K in 2-week window
  • Geo-targeted "IT'S COLD" campaigns: High open rates (55-70%) with strong revenue density
  • Labor Day promotional window: $70K+ from 4-day campaign sequence
  • Educational pre-season campaigns: Generated revenue without discounts, warmed lists for peak offers

Strategic Outcomes

  • Doubled November email revenue year-over-year through timeline compression and strategic optimization
  • Built repeatable seasonal playbook that ramps efficiently every August
  • Flows now generate $970K annually with minimal ongoing creative work
  • Post-purchase infrastructure capturing incremental revenue from existing customers

If your business makes most of its money in a few months, your email program can't be built like you have all year.

Compress timelines. Change CTAs to match how people actually buy. Focus content on answering questions, not just looking good. Move with the season, not against it.

Four months is enough time—if you use every day.

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