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In this episode of the Winning with Shopify podcast, Nick welcomes Burton Brian from Burton Goods—a small, Minneapolis-based business designing and selling luxury leather accessories. Brian shares his journey of starting over after Pad & Quill declared bankruptcy at the end of 2023, launching Burton Goods with his dad’s middle name in mind.
The Journey from Bankruptcy to New Beginnings
Brian shares: “I wanted to do this on my own timeline, with all the experience I’d gained.” With 15 years of e-commerce experience, Burton Brian chose Shopify for its ease of use and reliability. “Shopify was an easy choice—a straightforward, cost-effective platform compared to the developer headaches of Magento.”
Email Marketing: From Mailchimp to Seguno
Initially using Mailchimp, Brian faced challenges reconnecting with his old customer list. “Mailchimp flagged my account when I tried to email loyal customers,” he recalls. Seguno, however, helped him reintroduce the brand authentically.
Key Points from the Conversation:
- Seguno Brian highlights the importance of deliverability: “We segmented the list to prioritise engaged contacts first, achieving open rates over 50%.”
- Brian focused on no-debt growth and launching authentic products. “With lessons learned from Pad & Quill, I focused on no debt and authentic launches.”
- Burton Goods uses comedic blog posts and engaging content to connect with customers. “I enjoy writing blogs and engaging with customers more than technical developer calls!”
Building Authentic Customer Relationships
Seguno Brian points out: “Balancing product promotion with entertainment keeps customers engaged and loyal.” Brian adds, “We combine listening to customer feedback with our own passion to create products that truly resonate.”
Conclusion: A Customer-Centric Rebuild
Burton Goods’ journey proves that rebuilding a business is possible with the right partners and a customer-centric approach. Brian sums it up: “Shopify provides the platform, Seguno ensures deliverability, and we bring authenticity.”
If you’d like to connect with Burton Goods, visit www.burtongoods.com and sign up for their newsletter. And if you want to learn more about Seguno, visit www.seguno.com.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.
