AWeber
AWeber is an email marketing platform designed to meet the needs and demands of small
business owners and entrepreneurs.
The Situation
Founded in 1998, AWeber, the company that invented the email autoresponder, has grown into one of the largest Email Service Providers (ESP) in the world.
After an exhaustive RFP process they retained 215 Marketing as their agency of record to support their global digital advertising efforts. The primary KPI’s that 215 Marketing is held accountable to are ROAS and account generation.
The Work
We built a repeatable acquisition engine—search capture, message-matched landing pages, and CRM/product attribution—so the team could invest confidently in the channels that create paying users.
Audit & Recommendations
We analyzed keywords, creatives, funnels, and past experiments to pinpoint wasted spend and friction points from ad click to account creation. The outcome: a prioritized action plan to lower CPA and lift trial quality.
Account Restructure
Rebuilt campaigns around intent tiers (brand, category, competitor, and problem-solution) with refined audiences and negatives. This improved budget control and aligned messaging to what buyers were actually searching.
Advanced Reporting Setup
Connected ad platforms to analytics and CRM/product data, importing offline conversions (trial → activated → paid). Live dashboards show CPA, trial quality, and revenue contribution by channel, campaign, and creative.
Rebuilding All Campaigns
Launched message-matched ads and landing pages highlighting core benefits—deliverability, automation, templates, and support. Standardized naming, UTMs, and extensions for consistent scaling across markets.
Ongoing Optimization
Weekly tests on headlines, offers, and forms; creative refreshes by segment; bidding strategy shifts based on real conversion values. Budget moves quickly to winners; waste gets paused.
Ongoing Education
Monthly reviews translate results into next steps—what to scale, what to fix, and how to brief new experiments. Clear documentation keeps marketing, product, and leadership aligned.
01
Set goals & targets
Define trial volume, CPA, and trial-to-paid goals by market.
02
Build the foundation
Implement tracking, map UTMs, and connect CRM/product events to ad platforms.
03
Launch & learn fast
Phase rollouts and A/B tests on pages, offers, and creative to find signal quickly.
04
Scale what works
Shift budget to high-value segments; expand winning keywords and audiences; refresh creative.
Approach
Simple, transparent, and ROI-first. We align on outcomes, launch in controlled phases, and optimize against trial quality and paid conversions—not vanity metrics. Every decision is visible in your dashboard.
The Results
The program increased qualified trials while reducing CPA in priority markets. Clear attribution from ad click to paid user helped the team fund the best campaigns, pause waste, and plan growth with confidence. A standardized build made new tests and geographies faster to launch.
I commend Jon and Garrett on what they have built in 215 Marketing. I selected 215 as part of a search for a results-focused agency and definitely got that and much more. Jon and Garrett approach every engagement with a business lens first, which many agencies do not. Their focus on making sure all marketing efforts are integrated and the customer’s needs are being addressed — even if they’re not managing all aspects of the campaign — are reasons why you should be contacting them if you’re seeking a true agency partner.
Want to Work With Real People Who Drive Real Results?
At 215 Marketing, our culture blends high performance with radical collaboration. We’re curious,
transparent, and genuinely care—about your success and each other.