Australian D2C brand manufacturer partners with Dotdigital

4Cabling is a leading Australian direct-to-consumer (D2C) manufacturer, wholesaler, and retailer of cabling and electrical accessories. With a solution that offers quality products at the best price to consumers, the brand has since grown to four warehouses scattered around Australia in Brisbane, Sydney, Melbourne, and Perth. 4Cabling engaged with Dotdigital in 2020 at a time when it was focused on uplifting its marketing automation programs and needed a fresh start on a simpler and more intuitive platform.

Recognizing the need to create personalized experiences

With over 89,000 customers in 4Cabling’s database, the challenge was to create engaging campaigns to bring the best value to its contacts. The brand specifically wanted to focus on increasing revenue from its newsletter campaigns and create a personalized and tailored experience for its customers. In order to stand out from the competition, 4Cabling knew the opportunity was ripe with Dotdigital to trial new technology and marketing automation best practices.

Refining newsletter campaign with AI

With a newsletter campaign being a stock-standard staple to any marketing automation program, 4Cabling saw an opportunity to uplift its newsletter. It’s no surprise that a newsletter is typically a very general product and promotional update piece of mass-communication, featuring minimal personalization avenues.

4Cabling implemented the AI-powered ‘best next’ product recommendations feature to serve a personalized recommendation to its customers based on what they’ve previously purchased and their interests. With this additional section in the newsletter, customers can enjoy a tailored experience based on their past shopping behaviors and purchases, ensuring they feel an affinity to the overall brand as their one-stop shop for cabling and accessories.

Revenue recovery using abandoned cart automations

A key way that most businesses leverage marketing automation to recover revenue is with abandoned cart programs. This program allow you to capture the buying intent of a customer in a timely and intentional manner to close the sales loop. Using dynamic content capabilities, 4Cabling personalized the content based on customer segments (loyal, champion, and recent customers) and offered different incentives, ranging from a personalized loyalty coupon codes to discounts for carts that had a value of $500 and above.

Witnessing the value of product recommendations

True to the power of personalization, the added product recommendation supported 4Cabling in achieving a whopping 20% increase in revenue and a massive 53.6% increase in newsletter conversion rate. While the simple setup of an abandoned cart program now contributes to 54% of email revenue, achieving a 5% clickthrough rate, 2.43% conversion rate and 16% click-to-open rate.

Looking ahead

After realizing the benefits of a robust marketing program, 4Cabling will be focused on moving to a CXDP product to fully optimize the AI functionality that is available on Dotdigital. The brand have plans to leverage the ’bought together’ product recommendation in its abandoned cart and post-purchase programs. There’s also priority to trial Dotdigital’s ’back in stock/product notification’ functionality in the New Zealand customer base to gauge product interest before launching to wider Australia.

What 4Cabling learned

1. Simple personalization tweaks can lead to the biggest changes
   
   4Cabling achieved phenomenal success in its newsletter campaign with just a simple addition of a next best product AI recommendation module. Sometimes to achieve the best results, you don’t have to reinvent the wheel, but rather, tweak it with tailored content.
   
2. Start with best practices and venture out from there
   
   The success of marketing programs lies in ensuring the foundational programs are set-up and established. 4Cabling filled in the gaps of its marketing automation program with an abandoned cart flow that resulted in phenomenal success. While an abandoned cart flow is a no-brainer, this is something that all marketers should be building in their plan if they haven’t already.

Transforming customer experiences with personalized email marketing

Protech, a Florida-based supplier of building and construction materials, partnered with Dotdigital, a customer experience and data platform (CXDP), to transform its customer engagement strategy. By leveraging the Dotdigital platform Protech are now able to create personalized email journeys throughout the sales cycle, driving significant revenue growth and customer engagement.

Building customer loyalty and recovering sales: Protech’s marketing goals

Protech sought to build a robust email marketing strategy to nurture leads, recover abandoned sales opportunities, and foster customer loyalty. As a small marketing team migrating from Mailchimp, finding a platform with advanced automation capabilities and dedicated support was vital.

Protech’s key challenges included:

Limited data and automation: Protech lacked access to comprehensive customer data and relied on basic email marketing tools.

Need for a full-lifecycle approach: The brand wanted email programs that spanned the entire sales funnel, from initial browsing to post-purchase engagement.

Driving sales and customer retention: Protech aimed to increase sales through abandoned cart recovery and encourage repeat business by building stronger customer relationships.

Prioritizing exceptional service: As a family-run business, exceptional customer service was paramount for Protech. The brand needed a platform that supported its commitment to prompt communication and exceptional service.

How Protech nurtured leads and boosted sales with automated email journeys

The team at Protech understood that marketing automation would drive long-term revenue growth. In collaboration with Dotdigital’s Customer Success Manager (CSM), Alex, and the Managed Services team, Protech identified and implemented a series of automated email programs:

Welcome program: To start the relationship strong, Protech wanted a welcome program that would introduce new subscribers to the family-run brand and its offerings.

Abandoned browse and cart recovery: Recovering lost sales opportunities by re-engaging customers who browse or add items to their cart without completing the purchase was a priority for the brand. This would contribute significantly towards increasing the lifetime value (LTV) of its customers.

Post-purchase: By nurturing customer relationships after a purchase with valuable content and recommendations, the brand ensured it was providing a complete experience throughout the customer journey.

Birthday and anniversary programs: With providing exceptional customer service at the core of its business, Protech wanted to deliver a personalized customer experience with special offers and greetings on birthdays and anniversaries.

Win-back: Protech decided to re-engage inactive customers after six months with targeted campaigns, including discount incentives. This was another key opportunity to improve LTV and drive revenue.

Protech’s data-driven list building success

To build its email list, Protech took a multi-pronged approach, strategically leveraging both acquisition and integration methods with Dotdigital’s support:

Homepage popover form: A strategically designed popover form on the Protech homepage encouraged website visitors to subscribe. This form, created collaboratively with the Dotdigital team, offered an incentive to entice visitors to join its mailing list. By placing the form on the homepage, Protech ensured maximum visibility and captured leads at a crucial touchpoint in the customer journey.

Integration of existing data: Protech didn’t start from scratch. The brand capitalized on its existing customer base by integrating data from two key sources:

• Onboarding data migration: Protech’s existing Mailchimp contacts were seamlessly migrated to the Dotdigital platform. This ensured a smooth transition, preserved valuable customer information, and allowed the brand to enrich and grow its customer profiles.
• Magento integration: Protech tapped into the Dotdigital Magento (now Adobe Commerce) integration to sync its data, providing a holistic view of customer interactions and purchase history. This enriched data allowed for more targeted and personalized email campaigns.

By combining a strategic acquisition tactic with the integration of valuable existing customer data, Protech effectively built a robust email list that formed the foundation for its successful email marketing strategy.

The Dotdigital platform is impressive, easy to use, and continuously evolving. The team has been invaluable in helping me execute our email campaigns. The customer service and technical help I’ve received from the Dotdigital team is tremendous and hard to find from any company these days. Thank you!

Amy Curtis, Vice President of Operations

How Protech leveraged marketing automation for significant revenue uplift

Tapping into Dotdigital’s marketing automation functionality yielded impressive results for Protech:

• 23% of total online revenue stemmed from the abandoned cart program alone.
• Triggered campaigns from Dotdigital now contribute to a significant 30% of total online revenue.

Overall increases compared to the previous six months:

• Contact list growth: 23%
• Open rate: 156%
• Unique click rate: 138%

Optimizing for the future: Expanding marketing channels with Dotdigital

Protech plan to build on this success by utilizing more Dotdigital features, ensuring the continue to deliver top class customer service. Its next steps include:

• Expanding email automations to the SMS channel.
• Utilizing SMS and Dotdigital’s liquid script functionality for enhanced order and shipping communication.
• Collaborating with Dotdigital’s strategic consultancy team for a comprehensive marketing strategy evaluation and optimization.

Youngevity is a leading global online health and wellness business based in California. The company previously relied on Bronto for its email marketing needs. However, as Bronto’s services were coming to an end, Youngevity found itself in need of a new solution.

Youngevity has an impressive technology stack, which includes Yotpo Reviews, Google Sheets (to manage its campaigns and contacts), and integration with Annex Cloud. Because of this, Youngevity needed a platform that could further enhance its existing assets, integrate into its existing stack, and provide guidance and support to achieve its long-term goals.

Integrating with its existing technology stack

Youngevity needed a new platform that could help boost its return on investment (ROI) and support its global expansion. As the company offers a diverse range of products it needs a versatile platform capable of managing multiple customer journeys depending on individual email preferences and product purchases. Also, Youngevity wanted to optimize its customer journey and break down barriers that may prevent customers from making a purchase. This, in turn, would boost Youngevity’s revenue generation potential.

Youngevity was a small, but growing company with a passionate team. The company had big plans for the future and knew that it needed to invest in a platform that could help it achieve its goals. This platform needed to seamlessly integrate with Youngevity’s existing technology stack. It also required a platform that could provide team support and expert guidance to help create and execute long-term marketing plans.

Boosting revenue through abandoned browse and cart strategies

Youngevity partnered with Dotdigital’s Managed Services team to achieve its business goals. The brand’s primary goal was to increase its revenue, and with Dotdigital’s help, the company recognized two critical customer journeys that could help it achieve this objective. These journeys were the abandoned browse and abandoned cart strategies.

To implement these strategies, Youngevity first tracked user behavior on its website. With the help of Dotdigital’s team, the brand then implemented a sophisticated abandoned browse program. The program (included sent) triggered personalized emails to customers who had browsed through the website but had not made a purchase. To make the emails more effective, Youngevity used Dotdigital’s integration with Adobe Commerce (Magento) to include AI-powered product recommendations, which were tailored and personalized to each customer’s preferences. Over time, this approach enticed customers back to the Youngevity website, resulting in increased engagement and sales.

To further increase its ROI, Youngevity also implemented an abandoned cart strategy. This strategy involved sending a series of automated and personalized emails to customers who had added items to their cart but had not completed their purchase. These emails reminded customers of their abandoned items while offering incentives such as discounts or time-sensitive deals. This strategic implementation significantly increased cart recovery rates, ultimately leading to a substantial boost in overall ROI.

Thanks to the partnership with Dotdigital’s Managed Services team, Youngevity achieved its goals and grew its business. Through the brand’s persistent efforts, it created a seamless and personalized experience for its customers, resulting in increased engagement and sales.

We found Dotdigital to be the perfect email marketing platform. Dotdigital offer data insights, integrations, and a user-friendly interface. The Dotdigital team’s expertise and guidance have helped us grow email revenue significantly. Our partnership continues to succeed, and we look forward to achieving more success together in the future.

Aliyah Hassan Kent, Director of Digital Product

Achieving success and growth with Dotdigital

Youngevity’s collaboration with Dotdigital has proven to be a successful partnership. By leveraging the platform’s advanced personalization and intelligent automation features, Youngevity was able to tailor its marketing approach based on its target audience. This resulted in a highly personalized strategy that ensured the right tone and content were used for each customer interaction.

The company experienced a 7.7% increase in customer conversion rates. Additionally, Youngevity witnessed a 39% average year-over-year open rate boost, which is a significant improvement in customer engagement. These positive outcomes are a testament to the effectiveness of Youngevity’s personalized approach to customer engagement.

Moreover, Dotdigital’s new user interface updates and unified contacts provided Youngevity with enhanced customer data analysis and order predictions. This allowed Youngevity to better understand its customers and their needs, leading to improved customer satisfaction and loyalty. With these tools, Youngevity can now efficiently analyze customer data and identify trends, which can be used to make informed business decisions and develop more effective marketing strategies.

Enhancing customer experience and expanding marketing channels

Youngevity aims to make its data collection process more user-friendly and efficient. The company plans to refine its preference center using Dotdigital surveys, pages, and forms. Customers will be able to select the information they want and subscribe only to that. This approach will allow Youngevity to offer a more personalized and customized experience to its customers.

Youngevity plans to enhance its automation efforts and continue to work closely with Dotdigital’s Managed Services team. Together, they aim to create a personalized welcome series for customers and distributors, which will provide an introduction to Youngevity and its products. This enhanced series will be achieved through advanced personalization, increased automation, and tagging campaigns to monitor daily suppressions.

Furthermore, Youngevity plans to integrate SMS marketing into its overall marketing strategy. This marketing strategy will be used primarily for new product launches and significant events. With Dotdigital’s advanced personalization and automation capabilities, Youngevity is well-positioned to engage its customers more effectively and grow its business.

The Indian arm of the US jeans brands, Lee and Wrangler, is managed by Ace Turtle, a performance marketing company. To increase sales and customer engagement amid the COVID-19 pandemic, the brand set its sights on strengthening its ecommerce distribution channels with marketing.

With Dotdigital as its marketing platform of choice, it distinguished itself from other Indian retailers by building smart automation and personalized email programs.

Overcoming email marketing hurdles

Most Indian retailers use generic email blasts, but Lee and Wrangler realized it could stand out by using email marketing. It wanted to generate more revenue from the channels it already built, including the visitors to its website and its existing email database. However, it were hindered by its initial email marketing platform, Mailchimp, which only offered basic email support, and lacked visibility to analytics and performance tracking.

The brand had no transparency on customer journeys and guidance on how to optimize for its current marketing situation. As the team struggled to create clear customer personas, they were unable to guide customers along the purchasing process with targeted and personalized messaging.

Implementing automation, personalization and customer segmentation strategies for customer engagement growth

Lee and Wrangler implemented Dotdigital’s out-of-the-box abandoned cart workflow to address the issue of lost revenue during the purchase process. As it was its initial implementation of an abandoned cart program, the brand decided to keep it simple.

The program involved firstly waiting for one day to check if customers have returned to complete their purchase. If a customer did not return to finalize their order, a follow-up email outlining the cart content would be delivered to their inbox. Customers who had forgotten to make the purchase, or were distracted during the process, were promptly encouraged to make a purchase the following day. Learn more about email automation.

Persona-driven segmented email programs 

When Lee and Wrangler transitioned to Dotdigital as its marketing platform, the brand knew that one of its priorities would be to launch personalized email programs. With Dotdigital’s easy-to-use eRFM analysis tool, it was able to curate personas based on a customer’s level of engagement by assessing their unique sales history against their dedicated customer profile.

Using the segmented customer profiles, the brand launched a ‘Pay Day Sale’ campaign that targeted a cohort of highly engaged customers. To further strengthen engagement with the cohort, it executed personalized nurture campaigns and capitalized on customer loyalty to the brand to drive more revenue and growth. Learn more about personalization.

Personalised nurture campaigns to highly-engaged customers

Geographical segmentation

A part of Lee and Wrangler’s core USPs includes offering free customization services to a few select states. Leveraging Dotdigital’s segmentation capabilities to parse through data and produce useable variables allowed the marketing team to segment audiences accurately.

Fields such as ‘delivery city’ were visible across the entire customer database, giving Lee and Wrangler the strategic advantage to target geographical offerings automatically with its existing customer dataset. This meant that whether a customer made an order in either Bangalore or Bengaluru, Dotdigital would enrol the city they purchased in and attach it as a field to the customer profile. With strong segmentation logic, Lee and Wrangler have the opportunity to further enhance its personalization effort with customer data.

Personalization and automation strategy transforms performance

With a renewed focus on personalization, customer segmentation, and automation, Lee and Wrangler achieved phenomenal results with a whopping 7.06% conversion uplift and an improved return on investment of 6x year-on-year.

The abandoned cart program achieved a recovery rate of over 12%, bringing in 1.78 million INR, without the need for any discounts. In its ‘Pay Day Sale’ campaign, it achieved a unique open rate of 52% and a 3.8% click-to-open rate (CTOR) for the highly engaged cohort of customers. Its geographical program achieved an industry-exceeding CTOR of 12.28%, bringing in an inferred revenue of 3,737 INR to Lee and Wrangler.

Using Dotdigital for efficient marketing

Given the early success in personalization, Lee and Wrangler continue to focus on customer segmentation and building more robust customer persona profiles that can be leveraged across a variety of nurture campaigns. Guided by the support of the customer success team at Dotdigital, the brand aims to create more automations on the platform to make its marketing administration more streamlined and efficient.

Key takeaways

1. Align your high-valued customer profiles with your highly-engaged customers
   
   Lee and Wrangler used its ‘Pay Day Sale’ campaign to target its most active customers, who had a history of making purchases, and achieved an impressive open rate of 52%.
2. Start with simple
   
   With just an out-of-the-box abandoned cart workflow solution, Lee and Wrangler were able to recover 1.78 million INR from incomplete purchases. Even simple programs prove that not all results require elaborate marketing teams creating complex automation. It can serve as proof-of-concept and inspire more work and support on foundational marketing programs.

Shorty’s Liquor is a leading drinks retailer servicing corporate customers and on-premises venues in Sydney. The company was founded in 2001 by entrepreneur David Short and is headquartered in Ultimo. Its client list includes several prominent financial services, legal, and advertising businesses.

Over the years, Shorty’s team and business have grown. Team members include hospitality experts, client advocates, digital marketers, and delivery drivers. The team is driven by a clear vision and goes above and beyond for its clients.

Need to improve deliverability and customer engagement

The retailer launched Dan’s Gifting Hub in 2019 with a simple mission: to make gifting easy. It was an initiative to provide customers with an incredible, curated range of gifts. But, a major challenge for the retailer was not being able to measure deliverability.

Their emails were sent from Adobe Commerce and the team had limited visibility into customer engagement, which prevented them from developing follow-up emails. As a result, there was an average gift non-confirmation rate of 27%. Following up with these unconfirmed gifts was tedious and took up a lot of time.

Seamless personalized campaigns with Dotdigital for elevated customer experience

According to David Short, the Managing Director, using Dan’s Gifting Hub has a unique advantage: the gift giver only needs to know the recipient’s email address, not their postal address. After purchase, the recipient receives an email notification of the gift and is then directed to a landing page to confirm their postal address. The order is then shipped to the confirmed address.

Shorty’s aimed to enhance gift redemption rates by using targeted reminder campaigns. Next, the team segmented engaged from unengaged customers using Dotdigital’s segmentation tools.

The whole digital campaign was assisted by Shorty’s agency partner, Webqem who helped empower and unlock greater efficiency using the Dotdigital platform. As a result, Shorty’s team was able to target a specific audience with follow-up emails. The team could also send timely reminders based on their engagement with the gift campaign.

Shorty’s team along with Webqem created a personalized gifting and reminder system for customers by utilizing order data synced with Dotdigital’s SFTP contact and insight data importer. They then built personalized individual, multi-channel gifter, and giftee reminder programs. This solution has not only reduced Shorty’s non-confirmation rate for recipients to zero but also reduced the need for manual administration. Therefore, this improved the overall customer experience for the company and team efficiency.

As a result, the retailer was able to reach out to the unengaged audience through follow-up emails.
Using Dotdigital, the team segmented and funnelled the customers to an updated list of recipients and incorporated the current statuses of existing recipients in case any recipient failed to confirm within a few days.

They sent the third reminder email to the recipient and the gift giver. Should the recipient still not confirm, a final email is sent indicating that the value of the gift will be donated to charity within 24-hours of the recipient receiving the email.

Shorty’s boosted its campaign’s conversion rates with targeted follow-up emails sent through Dotdigital’s platform.

Skyrocketing conversion rates and gift redemptions with Dotdigital’s reminder campaigns

Thanks to Dotdigital, Shorty’s have experienced an unbeatable uplift in conversion rates from all its reminder programs, with 99% of contacts redeeming their gifts. Approximately 62% of the total emails sent were part of the first reminder program. The reminder campaign has a high engagement rate, as evidenced by its 59% open rate. These results were more than the company could have hoped for.

Boosting database hygiene and engaging high-value customers

For campaigns to work effectively, any business needs to maintain good database hygiene. Shorty’s Liquor plans to prioritize this and is looking into a re-engagement customer journey that leverages email, social re-targeting, and SMS. By using this seamless cross-channel approach, Shorty’s will reach its audience and unlock opportunities for higher-value, unengaged customers.

Enhancing US ecommerce customer experience

ScentAir came to the Dotdigital Americas team looking to provide a better ecommerce customer experience for its existing US consumer audience, and support in its ecommerce expansion into other regions. Finding a customer experience platform that offers support in various international regions was crucial to the company’s growth. Dotdigital has a strong market presence in the US, across EMEA, and in APAC. This global positioning naturally comes with in-region support and expertise, so it was a perfect fit.

ScentAir needed support in managing the various customer data privacy laws around the globe. It was important to the brand that data privacy laws and best-practice was followed in each region, to ensure deliverability and that the overall brand reputation remained positive.

In addition to supporting its ecommerce needs, ScentAir also uses Salesforce to manage their B2B automation needs. Dotdigital is one of the few marketing providers that has great integrations to both industries.

Dotdigital’s Adobe Commerce and Salesforce integration streamlines operations and analytics

The Dotdigital regional teams were able to work with ScentAir to understand and meet the various regulations and data privacy laws in place across the globe. The Dotdigital Customer Success team suggested a multi-store set up using the Adobe Commerce integration, which allows ScentAir to separately manage the customer lists for each region.

Our premier partnership with Adobe Commerce meant our connector is able to sync customer account information to the correct database sets. Our Salesforce integration was also incredibly valuable, simplifying data management and syncing leads to and from Salesforce for ultimate cross-platform collaboration.

When it comes to seeing results, Dotdigital offers reporting at account-level, per region, and per regional storefront. Cross-account analytics also mean that the global management team can see marketing performance across the entire business. This flexibility allows brands to create whatever setup makes sense for them. It’s the best of both worlds; separation when you need it, with no compromise when it comes to the bigger picture.

Our partnership with Dotdigital has helped enhance our cross-channel platform capabilities and improve our end-to-end integrations. The collaboration with our customer success manager and Dotdigital support team has helped us maximize performance and discover new functionalities.

Megan Fallaw, CRM Lead, ScentAir

Boosting repeat purchases, recovery rates and sales through enhanced customer experience

ScentAir has seen some incredibly encouraging results since joining Dotdigital. After just six months its US store saw an increase of over 300% in repeat purchasers. This clearly demonstrates the impact a positive customer experience will have on shoppers when it comes to choosing your brand over competitors and in a climate of high acquisition costs, these are especially significant results.

Marketing automation also proved very successful for the brand. ScentAir saw an impressive 18% recovery rate for abandoned carts in just six months. The brand also saw a huge 200% increase in sales overall, a fantastic achievement in times of economic struggle around the globe.

Embracing Dotdigital’s personalization, SMS, and loyalty program to amplify success

ScentAir is now expanding and applying their learnings to all other regions following on from their success in the US. Using Dotdigital’s advanced personalization tools, ScentAir is able to create tailored campaigns with dynamic content to ensure accurate messaging is served to customers in each region – all whilst recognizing and adapting to varying time zones.

Having seen such encouraging results from email marketing automations, ScentAir is now expanding into other channels. The brand is currently trialing SMS for promotional messages and will soon add transactional SMS, available through the Adobe Commerce integration, to their capabilities to further the brand’s cross-channel strategy.

To capitalize on the increasing loyalty the brand has already seen, ScentAir is also working with Dotdigital integration partner Yotpo to build out a personalized loyalty program for its clients.

ScentAir won the Best Newcomer award at the US Dotties 2022, an accolade to the team’s fantastic achievements in such a short space of time. With such strong results early on, and plans to utilize the Dotdigital platform even more, we’re excited to see what comes next.

For nearly a century, Cornishware has been brightening the kitchens of Britain’s cooks, bakers, and tea makers with stunning striped pottery. First produced in 1924, the ceramicware uses a technique that involves scraping blue slip away from the surface to reveal white bands of clay beneath. Today, Cornishware continues to attract a loyal following from deep in the West Country. The brand even nabbed a spot on the 50 most iconic British designs in the Design Museum in London.

Adapting a more cross-channel approach

Cornishware had been putting spend into social media, but the brand’s knowledge of its audience suggested email was the ideal channel. One of Cornishware’s most frequent buyers were women of an older demographic — more likely to read an email than scroll on Instagram or TikTok.

They saw that while social posts and ads were powerful tools for raising awareness, a more cross-channel approach would be important for driving sales. What the organization lacked was data and the power to automate and customize campaigns to its targets.

With every reason to believe that email marketing would deliver a better return on investment, the kitchenware brand made the decision to upgrade their marketing suite to Dotdigital. Tom&Co., their Magento ecommerce agency, helped them through the process. After a smooth onboarding, Dotdigital data soon showed that email is king for Cornishware’s return on investment.

Leveraging Dotdigital’s dynamic personalization and automation for enhanced engagement and loyalty

For a small brand that sells internationally, running email campaigns manually has the potential to overwhelm resources. But Dotdigital’s list management capabilities, dynamic personalization features, data management, and automations enabled complex email flows that could run in the background, allowing the Cornishware staff more time to attend to strategic work.

Location-specific address books allow Cornishware to segment their audiences and send localized versions of campaigns at the right times within different time zones to their UK and EU customers. And Dotdigital’s dynamic content functionality makes it possible to do things like re-engage customers who have abandoned their carts and could use a reminder of the item they left behind.

The Tom&Co. team asserts that this level of responsiveness and detail is what wins when it comes to customer emails. “You want customers to know that you care about them, and that’s what personalization does. Dotdigital is the perfect platform for enabling that. It allows you to create content that’s tailored to customers and boost brand loyalty.”

The reporting tool has helped Cornishware unlock deeper insights on their audience segments. Since Dotdigital integrates with Magento, it indicates what time a customer placed an order and the items they browsed. Cornishware then used that information to send stronger, tailored campaigns.

Dotdigital is a very comprehensive platform, with capabilities that run the gamut from creating your own template to automating campaigns.

Rebecca Rickards, Marketing Director

Remarkable growth with Dotdigital’s optimized email campaigns

Email marketing is one of the most successful marketing tools used by the team at Cornishware. “As soon as we send out an email campaign, everything is gone within minutes!”

By using Dotdigital to optimize campaigns around popular holidays and get the word out on promotions, Cornishware has seen a surge in open and click-through rates. Unique clicks rose by 30% and engagement has increased by 145% in the past six months.

The simplicity of Dotdigital has also enabled the team to send more emails. From October 2021 to March 2022, they sent a total of 1.3 million emails — a 48% increase from the previous six months due to efficiencies gained from implementing Dotdigital. Cornishware has generated awareness around new product launches and seen massive spikes in sales revenue after each campaign, so much so that they had to scale back the frequency of them so the production team could keep up with the demand.

Preparing for upcoming launches and enhanced audience connections

For customers looking to get their hands on the brand’s timeless designs, there is good news: Cornishware has a slew of new product launches coming up in the next few months. The team is eager to harness the power of Dotdigital to promote their new wares and forge even stronger connections with their audience.

“Dotdigital is a very comprehensive platform, with capabilities that run the gamut from creating your own template to automating campaigns. If you’re a small business like us, it’s the perfect platform to connect with your customers.”

Launched in 2011, Zonnebrillen.com has cemented its reputation for selling the most beautiful and sophisticated sunglasses on the market, from stylish classics to the latest trends and everything in between.

Harnessing email marketing potential with Dotdigital’s Magento integration and customer support

In Zonnebrillen.com’s early days as a growing ecommerce company, the potential of email marketing software was going unexplored. Using an email platform that was built in-house, the marketing team manually sent out campaigns when they wanted to get the word out about a promotion or sale, but they didn’t have the capability to explore the promising areas of marketing automation.

One of the hurdles preventing Zonnebrillen.com from using email as a key tool in its marketing arsenal was that the existing platform wasn’t connected to its online Magento store. The problem? It meant that campaigns had to be built solely on manual imports and exports — a highly time-consuming task. On top of that, they didn’t have any ecommerce data available to build segments and deliver the right messages to customers at the right time. As Zonnebrillen.com’s business, along with its marketing goals, began to soar, they knew they needed a more powerful marketing automation platform.

They found just the solution in 2019. Dotdigital was recommended to the company by Marketing Manager Dylan van der Heij, who had used their services before—he knew Dotdigital’s intuitive interface would make it easy for the Zonnebrillen.com team to pick up immediately. As a smaller marketing team, Zonnebrillen.com needed a user-friendly platform that they could hit the ground running with right away. With its simple drag-and-drop email builder, Dotdigital was the perfect fit.

Another significant perk was Dotdigital’s seamless integration with Magento, which automated the import and export process. “It’s so important to be able to connect with actual data and get better profiles of our customers,” says Rosa Witkam, who joined the Zonnebrillen.com team in 2020 to lead CRM and email marketing.

Along with its advanced capabilities, Rosa was immediately grateful for the exceptional level of customer support from Dotdigital.

“I really appreciated how someone from Dotdigital trained me on everything I needed to know over the course of a few days right after I joined,” she says. “Since then, I’ve learned that if I ever need support or to get an answer to a question, I’ll receive it super fast.”

Enhancing lead generation and personalization with Dotdigital and Wisepops integration

As Zonnebrillen.com’s primary goal was more effective lead generation, the team set out to grow their database with Dotdigital. They also wanted to collect more relevant and meaningful customer data, which would enable them to personalize their campaigns, drive engagement, and boost their marketing ROI.

To do that, Zonnebrillen.com worked with Dotdigital’s partner WisePops to generate new leads through an engaging wheel of fortune spinner pop-up and a “win your new sunglasses” campaign that they ran across several channels, including email. The team also collected data, including brand interests and sunglass shape preferences, through the campaigns to further enrich their customer profiles.

Zonnebrillen.com tapped into the power of automation, embracing abandoned cart and abandoned browse tools to re-engage visitors who left their website without buying anything. Through Dotdigital’s audience insights and RFM personas, Zonnebrillen.com was able to send personalized messages to subscribers that were tailored to their interests and behaviors. For example, they could tell whether a subscriber preferred luxury brands over sports sunglasses based on where they clicked in emails, and then used that information to deliver relevant information.

“A great thing about Dotdigital is that you don’t have to create a lot of the segments — they are already built in the platform,” says Rosa. “That’s been huge when it comes to boosting our team’s productivity and freeing up time to focus on other priorities.”

Dotdigital has been so valuable for the whole team,” Rosa says. “If we only have one day to create a program or campaign, it’s easy to do. We can get things done that come up at the last minute.

Rosa Witkam, CRM and email marketing lead at Zonnebrillen

Remarkable growth and increased email engagement with Dotdigital automation and personalization

Zonnebrillen.com’s partnership with Dotdigital has already paid off in spades. The team has moved from having to do everything manually to automating virtually all tasks. Moreover, thanks to the platform’s ease-of-use, everyone within their email and content team has the ability to build and send emails.

“Dotdigital has been so valuable for the whole team,” Rosa says. “If we only have one day to create a program or campaign, it’s easy to do. We can get things done that come up at the last minute.”

Zonnebrillen.com’s Dutch database saw significant growth from January 2020 to September 2021. Additionally, by using data to personalize their communications, Zonnebrillen.com had an impressive 71% increase in email open rates and 81% rise in click-through rates compared to the previous year. Conversion rates and revenue from their campaigns also increased dramatically.

Leveraging Dotdigital for deeper insights and enhanced customer connections

As Zonnebrillen.com continues to grow, the team is eager to continue to build their database and gain more email addresses and qualified leads. They’re also working to uncover richer insights about the behaviors and needs of their customers using tools like Dotdigital’s Pages and Forms.

Further, the team is looking to create more advanced automations to keep customers connected to the brand, such as by sending post-care tips and tricks after they purchase a new pair of sunglasses. And to keep their email list clean, they’re sending automated re-engagement campaigns to reach out to customers and verify their interest in receiving future communications.

“There are so many things that we either still have to do or are currently working on, and it’s all possible with Dotdigital,” Rosa adds. “Knowing that we have a platform that is scalable and future-proof as we continue to grow has been a game-changer for our team.”

Based in Melbourne, with more than 10,000 items for people of all ages, the retailer ships costumes all over Australia and New Zealand. Turning 13 in 2021, the company has shipped more than 500,000 costumes to date.

Seeking an automation partner to engage customers and drive growth

With the growing popularity of costumes in Australia and New Zealand, Costumes.com.au wanted to enhance its marketing strategy to gain a competitive edge. Additionally, the team realized that the company’s sizable database needed a thorough clean-up to segment active and inactive customers. Hence, the retailer was on the lookout for a marketing automation partner to address those challenges and market more strategically to engage customers.

Success with Dotdigital marketing automation

In November 2020, Costumes.com.au partnered with Dotdigital as its marketing automation provider to help with segmentation, gain detailed customer insights and ultimately drive increased customer engagement. “Technology has been our strong suit and at the forefront in addressing issues along the way,” said Anita Williams, Marketing Manager at Costumes.com.au. “Thanks to Dotdigital, not only do we have access to more customer data and insights, but also better engagement rates.”

Costumes.com.au has used Dotdigital to run successful automated programs – welcome series, anniversary email campaigns, abandoned cart and abandoned browse programs. As part of the welcome series, the brand has sent emails to customers asking about preferences. This strategy has seen positive traction, with an increasing number of customers updating their profiles, enabling the team to use the data to craft personalized campaigns.

“The journey with Dotdigital has been a huge success; our creative vision and Dotdigital’s capability to turn it into reality has delivered outstanding results,” said Anita. “Deep diving into customer interests and data, effective segmentation, and targeting has resulted in lower unsubscribe rates, better open rates, and zero email fatigue. Our anniversary campaign resulted in revenue uplift, while our recent Easter campaign, had amazing customer engagement.”

As parties and celebrations came to a pause during the COVID-19 pandemic, the brand created innovative ways to engage with customers. Known to push its creative boundaries, Costumes.com.au educated consumers on alternate, safer ways to party. The brand never failed to engage with its customers, encouraging them to download free invitations for online celebrations, celebrating Halloween at home, while encouraging parents to host virtual parties for kids.

“One of the key projects on the horizon is the Magento 2 migration. In the near future, we plan to run loyalty and rewards strategies using the Dotdigital Recency, Frequency, and Monetary (RFM) value modelling tool. We are also excited about our upcoming Halloween-based lead nurturing program,” commented Anita.

Thanks to Dotdigital, not only do we have access to more customer data and insights, but also better engagement rates.

Anita Williams, Marketing Manager at Costumes.com.au

Impressive results from Dotdigital’s Christmas and book week campaigns

The Christmas-themed abandoned browse emails performed exceptionally well with a 39% open rate and a 25% click-to-open rate. The abandoned cart campaign witnessed a 34% open rate and a 16% click-to-open rate. Additionally, the ‘Book Week’ campaign saw an average open rate of 27%. Overall, the client recorded a 30% year-over-year increase in revenue from email and an 11.35% increase in the loyal customer segment, since partnering with Dotdigital.

From humble beginnings in 1968, Signet has grown to one of Australia’s top 100 private companies in Queensland. Headquartered in Brisbane, Signet proudly remains an Australian-owned family business with national production and warehouse facilities located across the country.

Implementing a comprehensive martech stack

With the seemingly daily transformation in the marketing and consumer world, Signet needed to keep up with the changing dynamics. One of the challenges for the B2B company was to drive maximum customer engagement and encourage consumers to interact with the brand on a more personal level. The second challenge being the lack of integrations between the critical platforms that Signet was using. Therefore, to redefine its marketing strategy and develop interactive, personalized campaigns, the company conducted thorough research and testing to implement a robust tech stack.

Utilizing Dotdigital for personalized campaigns, gamification, and enhanced customer engagement

Putting together a comprehensive tech stack has been a massive game-changer for Signet, enabling the company to create data-focused, personalized campaigns. “Combining different platforms to create a fully operational environment has helped us significantly improve our marketing activities,” said Prue Krook, Digital Marketing Manager at Signet. “Furthermore, the seamless integration of Magento, Dotdigital, and Nosto has made a real difference at an operational level.”

With the now integrated connectivity, the team can carry effective data segmentation and create tailored programs across disparate platforms. Deep diving into the data and maintaining regular database hygiene has aided in better analyzing the customer data and funnel them into key segments – namely, industry code, product range, and spend band. The smooth integration of Dotdigital and Nosto has allowed Signet to split-test between subject lines, generate personalized product recommendations, and integrate dynamic content across landing pages to expand the customers unique online journey.

Known to push its creative boundaries constantly, the brand created interactive and innovative designs via ‘Sigflix’ and ‘Mystery Discount’ campaigns to increase click-through. The ‘Sigflix’ campaign showcased content in a fun and engaging Netflix format, becoming an instant hit with an impressive customer engagement. The campaign saw customers from the top to bottom spend bands of the database actively engage with the brand. Similarly, the ‘Mystery Discount’ campaign was a huge triumph. It provided a creative spin to maximize revenue through gamification and the ‘Spend and Save’ offer.

“At Signet, we always take pride in our customer-centric viewpoint. Over the last few years, being a B2B company, we have worked hard on our content strategy to create strong and quality B2C style content for enhanced customer engagement and build loyalty,” said Suzie Young, Head of Digital and Direct Marketing at Signet. “We are thrilled to see how exceptionally the campaigns have performed over time and the results achieved.”

Continuing with its personalization journey, the team runs abandoned cart programs and triggered email campaigns with Dotdigital. The brand is further leveraging the captured data to send more content-based emails and foster long–term customer relationships. To optimize the abandoned cart program, the team is conducting a split-test with subject lines for improved open rates. They also conduct split-tests for email design to encourage increased click-through rates that lead to purchase.

“Working on the Dotdigital platform is outstanding from a user interface and team usability point of view. The simple drag and drop feature and effortless end–to–end campaign process, from creating to sending, makes it easy for the Signet team to use the platform. With more team members now being able to use the platform, more marketing specializations are able to be across multiple campaigns at any given time and collaborate more effectively,” added Prue. “Adding to this, Dotdigital’s seamless integration with Adobe really is the cherry on top for our tech and content team.”

Dotdigital’s in-depth industry experience and knowledge has made it easy for Signet to streamline its email automation process. Moreover, the company has not only enhanced its customer experience but also built a stronger approach towards brand recognition, as well as customer engagement. “The best thing about the Dotdigital team is their ability to understand and align themselves with clients’ needs and vision, as well as the fantastic local support,” added Suzie.

Signet has recently implemented Dotdigital’s new segment analytics tool for powerful segmentation and detailed campaign tracking.

Dotdigital’s seamless integration with Adobe really is the cherry on top for our tech and content team.

Prue Krook, Digital Marketing Manager

Achieving impressive engagement rates and driving sales

The ‘Sigflix’ campaign saw a 27% open rate and a click-to-open rate of 19.47%. With an open rate of 26.76%, the five-day ‘Mystery Discount’ campaign witnessed a 39.47% click-to-open rate, resulting in an 8.59% website conversion. Additionally, the offer lead to an increase in purchases for the customer segment and helped to bump up the average order value of customers who interacted with the campaign.