Custom Icing

447% increase in revenue generated from email marketing and grew customer database by 300%

Custom Icing Logo


eCommerce Small Business

Business Size

1 - 5


Local, State, National and International

about us

Custom Icing is a Melbourne based business that creates premium quality editable images for use in decorating delicious desserts, cookies and even cakes. They can apply any image or design onto your favourite icing or wafer. Everything is carefully produced in house with a safe and quick delivery guaranteed across Australia and worldwide.

Our Approach

To achieve Custom Icing’s business objectives, Bright Owl marketing created and implemented an integrated marketing plan. After refreshing the site to make it more intuitive with enhanced functionality and stronger calls-to-action, we then focused on Google Adwords, On-page SEO and Social Media Advertising, which played a key role in driving traffic to the website. This increased not only awareness, but really helped the business stand out from the crowd. A content marketing strategy was developed with social media and email marketing being the main channels to promote the diverse range of products available.

Bright Owl Marketing’s services included:

  • Strategic Marketing Workshop + 12 Month Communications Calendar
  • Launch VIP Program
  • Social Media content strategy
  • Website and Logo Refresh – Advice and support
  • Launch New Products
  • Google Adwords Advice
  • Enhance current packaging
  • Grow database and establish e-newsletter communications

The Challenge

Michelle Bailey, the owner of custom icing came to Bright Owl Marketing because she was overwhelmed with all the marketing information available online and didn’t know what to make of it. There was no marketing automation, not email list segmentation, and her marketing activities were ad hoc at the very best. Despite the business being around for 10 years, there are some people that still didn’t even know it existed. Michelle wanted to change all of this so did a Google search for an experienced marketing consultant that had the right knowledge and could help turnaround her eCommerce store into a sales powerhouse.

The Results

MailChimp & Google Analytics reporting help determine what information is being read and how users navigate through the website. We also inserted compelling offers for every eDM sent out. Customer segmentation ensured that our offers/triggers were sent to the right person that would take up the offer.

We also introduced a VIP program to make business clients feel valued and rewarded for their repeat custom. The rewards could be used either to increase the amount spent per order, or to increase the number of orders made over a given period of time. The details of the program were promoted on the website, in the newsletter and on social media and email communications to the wider business community.

By introducing new products, Custom Icing could start targeting previously untapped customer markets. Bright Owl Marketing successfully launched Printable cocktail art, Printable products on lollies, mints, chocolate and Printable food wrappers, allowing the business to further build sales and revenue, where this growth allowed the business to hire additional sales and support staff.

From all our hard work, we achieved a 447% increase in revenue generated from email marketing alone. We also grew the database threefold and now have developed a loyal customer base to further drive sales and revenue for the business. 


“447% increase in the revenue generated from email marketing. Yes, I am happy with that as the improvements keep coming. Thank you for helping me overhaul my Google Ads and now I know what to look for to gauge it’s ROI accurately. 

Working with Joanne from Bright Owl Marketing I have learnt so much and implemented a lot of what I have learnt. It is still a work in progress. But thanks to Bright Owl I have a vision and a great Marketing Plan framework to keep me on track. In the meantime, I am carefully managing this delightful growth we are experiencing, month on month, still.”

Michelle Bailey, Custom Icing

Are you serious about


To get the ball rolling we’ll need your business and goals, so please compete the form below. We’re only looking to work with people who are SERIOUS about growing their business. We’ll give you a transparent and concise way forward and if there is an opportunity to work together, then we’ll get a customised proposal to you within 48 hours.

Once you have completed form we’ll work out a time to hop on the phone or catch up in person at your earliest convenience.

Discover how we can help boost your business leads,
sales and profits today!

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We help businesses grow with the world’s most popular platforms

  • WooCommerce
  • Google
  • Shopify
  • Instagram
  • LinkedIn
  • Facebook

Our Raving Fans

Retail Franchise Marketing

Tanya joined us at Yo-get-it to mentor our design and marketing team. She implemented some key branding and marketing principles, and developed a marketing plan, working with us through its roll-out. As a retail franchise businesses, we worked with multiple key stakeholders, and there was marketing strategies for each group. Tanya was hands on, as well as mentoring us through our creative branding and marketing approach. The marketing strategies we worked with included email marketing, social media, a new website, brand guidelines, influencer marketing, PR, promotional material, database management, instore promotions, online advertising and much more. Tanya’s depth of understanding of marketing platforms and opportunities was highly beneficial to our business and team.

Website Design – Retail Marketing

Craig is tremendously knowledgeable, creative and personable and all three qualities are very important to me in choosing people I do business with. He strikes a perfect balance of professionalism and personal attention. I have enjoyed working with him on my new website and I am always impressed with the work he does for me.

Fast Food Industry Marketing

I’ve had the pleasure of working with Ali on a new business opportunity with Pizza Hut. At our very first meeting, she demonstrated a strong digital background and genuine passion for the work she produces. Ali consistently leads by example for her own team and clients, and I wouldn’t hesitate in working with her again in the future.

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