March 2025 Mastermind Recap

If you think email marketing is dead, think again! Some members are seeing over 50% open rates on their newsletters. What’s working? They’re:

• Regularly cleaning email lists to remove inactive subscribers.
• Testing subject lines that feel more personal and less “corporate.”
• Keeping content hyper-relevant—mixing promotions with valuable local insights. One innovator noted that focusing on contractor-specific trends for B2B newsletters has increased their opens and clicks!
• Using AI to help draft emails but ensuring a human touch keeps it authentic. One innovator shared how they started using AI-generated drafts to cut their email creation time in half without losing engagement. 

Sometimes, small wording changes make a huge impact. One store saw a major spike in Ace Rewards sign-ups simply by rephrasing their pitch. Instead of “Sign up for an account,” they now say, “Register your account”—a subtle shift that makes it feel like customers are activating a benefit rather than doing extra work. This kind of small tweak can apply to signage, sales pitches, and even email CTAs!

Stores are still trying to crack the code on app downloads. The consensus? It’s not about the $10 sign-up incentive or the exclusive savings—it’s about making the app feel useful and convenient. The most effective pitch? “All your coupons in one place!” Shoppers are hesitant to download yet another app, and they definitely don’t want to be overwhelmed with more emails and notifications. It’s our job to let them know that this app will make their life easier!

Employees who use the app themselves are also better at selling it to customers. One innovator shared that their team now logs in daily to check their own rewards, which naturally leads to more conversations about the app with shoppers.

Several marketers have been testing direct mail strategies inspired by major retailers. One member shared that their best-performing mailers don’t feature products at all—just a simple “20% off one item” offer, similar to Bed Bath & Beyond’s tried-and-true approach. They shared that ROI varies between locations, ranging as high as 14% at one location but typically sitting at 3% on average.

The sweet spot for mailer frequency? No more than 6-8 times per year to avoid customer fatigue.

Some GMs expressed interest in setting up employee bonus structures to incentivize sales without blowing the payroll budget. One innovator shared a simple spreadsheet system that tracks performance against goals and makes bonuses transparent for employees. 

Another innovator mentioned how they’ve started incorporating the GGOB mini-game concept into their bonus structure to make hitting sales goals more engaging for employees. Instead of just setting a static number, they’ve broken down goals into fun, trackable mini-games that encourage staff to work together toward specific milestones. This gamification approach not only increases motivation but also creates a culture of accountability and teamwork, reinforcing that everyone plays a role in the store’s success.

This year’s weather has brought reliable harsh winter conditions for some and unseasonably dry or warm conditions for others. Those who received the bad weather have been busy! Those who missed out on the usual winter are all caught up on those projects around their store! Which side would you prefer?

While the conversation didn’t focus heavily on event planning, many marketers highlighted how events help grow email lists and boost customer engagement. This carries over to owners and general managers looking for ways to increase store foot traffic and strengthen relationships with their communities. Some of the most effective event strategies include:

• Hosting hands-on workshops or demos that encourage customer participation.
• Creating exclusive in-store shopping nights for contractor clients to preview upcoming deals.
• Running charity tie-in events where a percentage of sales goes to a local cause, attracting both shoppers and positive press.

Our innovators have shared that their most successful events aren’t necessarily the biggest productions—it’s about finding the right theme that resonates with their customer base and providing a reason to come into the store beyond just shopping.