FIGARODIGITAL.CO.UK
CASE STUDIES
Brand: COSTA COFFEE Agency: ADESTRA
Costa set out to
Brand: DEAD LEGACY Agency: LIVELINK NEW MEDIA
Manchester fashion brand Dead Legacy was
keen to improve customer engagement and generate new leads with the aim of increasing its online sales. Livelink suggested a series of automated email campaigns to engage customers and improve communications. After three months, the campaigns were proven to have signifi cantly improved customer conversion rates, generated from visits to the website via email. fi
garodigital.co.uk/case-study/dead-legacy.aspx
Brand: DHL Agency: DOTMAILER
Managing email
programmes that cover multiple territories, languages and cultures presents a myriad of challenges. Courier business DHL engaged dotMailer to provide a fully managed multi- country email campaign
service as it has proven expertise in delivering successful international programmes. The bespoke email template designs dotMailer created for DHL are available in six languages and are in keeping with DHL’s brand guidelines and style. Lori Folts, DHL’s Head of Marketing
Communications for the Americas, says: “The dotMailer templates offer quick replication and customisation. As a result we gain huge economies of scale – saving time and money – and reducing rework costs for different countries.” fi
garodigital.co.uk/ case-study/
dhl.aspx
position itself as the ‘voice of coffee’. To show their authority on the subject, they decided to send out a monthly newsletter, using Adestra’s MessageFocus platform, to their 1.6 million email subscribers. The fi rst newsletter had a
strong, punchy subject line: ‘Welcome to your monthly shot of Costa’. The body of the email contained an animated GIF showing fresh fl owing coffee, competitions and giveaways. Using personalised data, Costa made the newsletter unique for each club member, serving tailored offers based on the number of loyalty points a customer has. fi
garodigital.co.uk/case-study/ costa-coffee-adestra.aspx
Manchester Evening News (MEN) needed a solution to increase email engagement, so they worked with Communicator to implement a preference campaign.
An email posing the question
‘Are you red or blue?’ was sent out to 19,000 people who’d either subscribed for sports news and hadn’t indicated their preferred football team, or to subscribers who’d indicated their football team at a previous date, but hadn’t been opening emails. This preference campaign
enabled MEN to segment their database and send more tailored emails. As a result, the average unique open rate for their newsletter increased to 32.7 per cent. fi
garodigital.co.uk/case-study/ manchester-evening-news.aspx
Brand: MANCHESTER EVENING NEWS Agency: COMMUNICATOR
20 issue 21 july 2014
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