LITITZ, PA — Rapala USA has consolidated its email and SMS marketing operations on Listrak’s platform, a move the companies say has increased marketing efficiency, expanded customer reach and driven triple-digit growth in SMS revenue as brands seek greater returns from first-party customer data.
The partnership, which began after Rapala combined its email and SMS marketing programs with Listrak in 2024, has resulted in a 22% increase in Rapala’s master email list and a 144% year-over-year increase in broadcast SMS revenue, according to the companies. They said SMS campaigns are also operating with 39% greater efficiency, contributing to lower marketing costs through a more streamlined process.
The announcement highlights the growing role of unified marketing platforms as retailers contend with tighter privacy rules, rising digital advertising costs and increased reliance on owned customer channels such as email and text messaging.
Rapala said using a single platform has improved customer segmentation, list quality and campaign coordination while allowing marketers to tailor communications across multiple channels based on customer behavior and preferences.
“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,” Kelly Johnson, Rapala’s eCommerce specialist, said. “Just as importantly, the Listrak team has been responsive and collaborative throughout the transition.”
For Listrak, the agreement strengthens its position in the retail marketing software market by adding a globally recognized outdoor sporting goods brand to its customer portfolio.
“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,” Chief Executive Officer Ross Kramer said.
Rapala, founded in 1936, manufactures fishing lures, rods, reels, terminal tackle, knives and other fishing equipment sold in markets worldwide. The company says it produces approximately 20 million balsa fishing lures annually.
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