New Zealand outerwear brand, Swanndri has increased its subscriber base by 140% since partnering with email marketing platform, Dotdigital, to further strengthen its brand-building efforts across various channels.
“Over the years, staying ahead of the curve has been key to Swanndri’s brand success. We believe a successful brand journey is about constantly upgrading, updating and moving in the direction of where our customers are,” Swanndri New Zealand marketing manager, Jenny Drinkwater said.
Using Dotdigital, the brand ran a range of automated list growth campaigns through email and Facebook. Swanndri also partnered with ecommerce web design and development agency, Convert Digital, to launch its new site on Magento 2 in September 2019.
“Using Convert Digital’s partnership with Magento (now Adobe Commerce) along with Dotdigital’s user-friendly interface and the effortless end–to–end campaign process are the key factors driving this collaboration,” Drinkwater said.
“With Dotdigital, we can delve deep into customer data and leverage it to create highly personalised campaigns, while working with Convert Digital allows us to continually upgrade and improve the website to help enhance the customer journey.”
The welcome series, abandoned cart, CSR partnership and promotional campaigns are some of the key programs running on the Dotdigital platform. The team runs weekly email campaigns with engaging, interactive, and personalised content to drive engagement. Additionally, Swanndri has a promotional cycle where the team sends an email every three weeks, highlighting the latest promotions.
While the welcome series has a 40% open rate and a click-through open rate (CTO) of 14%, the abandoned cart experienced a 52% open rate with a 17% click-through open rate. Moreover, email marketing accounted for 19% of the total revenue generated over 18 months.
“Email has remained our major revenue-generating channel with a prime focus on content and creativity. Internally, the marketing team works closely with the creative team to create interesting email designs and templates that resonate with our brand values and customer sentiments,” Drinkwater explained.
Since the beginning of Covid, Swanndri has gradually moved its focus to new channels with experimentation at the core. Moving from a single email channel to cross-channel marketing, incorporating Facebook, Instagram, and YouTube, Swanndri has enriched its customer experience, built stronger brand recognition, and seen exponential growth in the customer database.
Swanndri plans to explore Dotdigital’s Recency, Frequency, and Monetary (RFM) value modelling tool for advanced segmentation to target inactive customers, identify spending champions, and help create tailor-made customer loyalty programs.
Additionally, Swanndri will workwith Convert Digital to improve its reviews platform and upgrade the shipping middleware.