FIGARODIGITAL.CO.UK
CASE STUDIES
EMAIL MARKETING
Brand: Isaac Mizrahi New York Agency: SmartFocus
The marketing team behind Isaac Mizrahi New York
Brand: Footasylum Agency: Communicator
Communicator have worked
with designer footwear retailer Footasylum on their email marketing campaigns since 2014. They identified a large number of inactive female recipients on the brand’s mailing list which coincided with a lack of gender- specific personalised email content. A two-stage re-engagement campaign was implemented with the key objective of collecting subscriber preferences, and using these to tailor communications and drive future
engagement. The campaign achieved a 13 per cent re- engagement rate for an inactive mailing list of 86,000 subscribers. That’s 11,685 people now interacting with the brand’s emails again.
figarodigital.co.uk/ case-study/footasylum. aspx
Brand: Hotel Chocolat Agency: RedEye
Hotel Chocolat previously worked with RedEye to set up a unique in-store email sign-up microsite. However, the
brand knew that a rise in the volume of emails sent is often met with a decrease in open rates and click rates, and an increase in unsubscribes. Behavioural segmentation helped Hotel Chocolat target members at exactly the right time in the customer lifecycle, and avoid sending emails to those showing signs of disengagement. While the brand’s send volume is increasing by 44 per cent year-on-year, RedEye have helped them retain sender reputation and achieve their ultimate aim of improving online sales.
figarodigital.co.uk/case-study/hotel- chocolat-study.aspx
(IMNY)—a name synonymous with cosmopolitan style—knew that a new ecommerce site would need to quickly build traffic and drive sales to deliver ROI. The SmartFocus platform allowed the brand to deliver targeted messaging and responsive emails directly to the inboxes of IMNY customers. In the months after launching, IMNY were able to attribute more than 15 per cent of revenue generated to email. The team has seen their mailing list increase by 500 per cent. They are now able to create, execute and review email campaign performance—all from one platform.
figarodigital.co.uk/ case-study/isaac-mizrahi-
new-york.aspx
REVENUE 19%
Brand: Science in Sport Agency: dotmailer
Science in Sport had enjoyed
success as a family enterprise but, after they were taken over,
they wanted to create a more informed and targeted profile base to manage growth. One of the first activities dotmailer carried out was to integrate
Salesforce.com with
19 issue 25 july 2015
the dotmailer platform, and then segment not only based on interests and previous purchasing but also behaviour on receiving and reacting to emails. For the period following
dotmailer’s work, total online revenue generated by email grew by 19 per cent to 33 per cent.
figarodigital.co.uk/ case-study/science-in-
sport.aspx
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