How a growing deodorant brand seamlessly connected customer data points to personalize millions of automated messages.
Total email revenue from automated messages
Revenue from abandon browse campaigns
Revenue per email generated compared to batch emails
When this leading DTC deodorant brand started experiencing inefficiencies in testing, limited access to customer data, and drops in deliverability, the marketing technology team began evaluating Cordial as an alternative to their current provider. As their VP, Technology & Analytics explained, “Our previous ESP had pretty severe limitations on what, when, and where you could test. We had to do hacky workarounds to test even the most basic things, like a subject line for example.”
Fielding thousands of web visitors who browse and submit email addresses each day, the brand also needed a scalable way to handle contact tracking and identity resolution. The D2C brand sought to find a next-gen technology that would backfill and connect all of the web visitors’ previous interactions, as well as mobilize that data for future marketing campaigns. For example, “if someone browsed the site and submitted an email address, we wouldn’t have a way to send them an abandoned browse message.”
Poor open rates due to deliverability were also negatively impacting the brand’s email marketing goals. “The week of Cyber Monday, our open rate dropped from around 20% to 2%, and naturally we panicked. We looked to see that all of our DNS records were installed correctly, thinking we’d done something wrong. Our previous ESP was zero help.”
VP, Technology & Analytics
VP, Technology & Analytics
Revenue generated from Abandon Browse campaigns
of messages were automated