• by Ray Schultz , Columnist, Yesterday

Rapala, a fishing tackle company founded in Finland in 1936, is now a global brand with a strong presence in the United States. Among other things, it manufactures 20 million lures per year, and that’s just part of its outdoor sporting business. 

Recently, Rapala USA engaged Listrak, a cross-channel marketing platform, to unify and optimize its email and SMS programs.

The firms have been working together since 2024, when Rapala consolidated its email and SMS accounts with Listrak. The assignment now was to create a more connected customer experience across the channels.

The Rapala USA master email list has grown by 22% and is cleaner and more efficient, the firms say. Broadcast SMS revenue has grown by 144%, and SMS is operating with 39% greater efficiency.

And now? The firms are improving list quality, segmentation, marketing efficiency, and revenue performance.

"Having partnered with Listrak previously, we were already familiar with their email platform, and after consolidating both our email and SMS programs, we've seen the benefits of managing both channels together," says Kelly Johnson, ecommerce specialist, Rapala. 

"Bringing email and SMS onto a single platform has helped our team improve data visibility, gain better insights into customer engagement, and streamline our processes.”

It makes sense to combine email and SMS on one platform. For one thing, they have similar compliance issues. And given the potential for crossover, brands must meet their customers where they are in a holistic environment. 

"By bringing email, SMS, and on-site acquisition together through Listrak, Rapala can better coordinate engagement, improve efficiency, and turn customer signals into more personalized moments that drive measurable growth," concludes Ross Kramer, co-founder and CEO of Listrak.