A niche audience other agencies said was too narrow, worked successfully, with a new client signed in the first month.
See if You QualifyMad Social is a UK e-commerce marketing agency run by its two owners, Madison and Peter. They sell to women who run e-commerce businesses, concentrated in beauty, skincare and fashion, and run Meta ads and Klaviyo email end to end.
The client roster is kept deliberately small so both owners stay hands-on. The longest partnerships are four years and counting.
Mad Social run marketing for a living, so the brief arrived specific rather than vague. They target a fairly niche group, and other companies had told them the audience was too narrow and they would need to broaden the search.
The narrow audience was targeted as asked rather than widened for convenience. Leads came in against exactly the people they wanted, and a new client was signed inside the first month.
Audiences are split into segments and written to separately. That matters most when an audience is narrow on more than one axis at once, a particular kind of buyer inside a particular sector, since a list like that needs its own argument rather than being folded into a broader one.
Sequences are short by design, two steps, with the follow-up threaded under the original rather than sent as a new subject. Everything goes as plain text, with open tracking and link tracking turned off, so the mail reads as a message rather than as a campaign. Replies stop the sequence immediately.
Subject lines are A/B tested from the start, and the copy is rewritten mid-flight when the replies show the opening argument is not the right one.
| Metric | Before | After |
|---|---|---|
| Audience | Told to broaden it | Kept narrow, targeted properly |
“The number of leads coming in is great, and we have officially signed a new client from their efforts. I am targeting a fairly niche group and was told by other companies that I needed to broaden my search. BuiltDiffernt came with confidence that they could help me connect with exactly the people I wanted and they have.”
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