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Container Door is a hugely successful and rapidly growing brand with a unique business model. Recognising the critical importance of their email database to their business and the potential to improve performance in this channel, they connected with the Calibrate team for support.
We quickly identified several key opportunities to take things to the next level: acquiring more subscribers, setting up tighter data integration and developing automated programs.
We started with an alignment project which focused on re-configuring Container Door’s email platform to support a full custom e-commerce integration, boosting deliverability rates through best practice authentication and improving list structure and segmentation. Next, we designed, developed and launched a list boosting campaign which involved building a custom microsite with strong referral and social integration.
We then built new automated email programs leveraging the data integration we had helped to setup. This included a cart abandonment email and a prospect nurture program.
The project was a big success and delivered impressive results across the board. With a full custom e-commerce integration, the marketing team could begin to segment past buyers and prospects with much greater control, improving targeting and content relevance.
The growth campaign grew the list by nearly 20% within just a few weeks. Since then many of these new prospects have been converted to customers, delivering significant ROI. The abandoned cart email has performed extremely well, driving a huge volume of recovered revenue since launch and the prospect nurture sequence delivers massive engagement rates and a very high rate of conversion to first purchase.
Based on the success of these projects, Calibrate has been engaged to provide on-going support to Container Door and continue to optimise and drive email marketing performance.