Healthy Stuff, a group of businesses and brands focused on health and well-being. They offer a range of products and services online, through third-party retailers, and partners. However, they faced a challenge where customers were receiving irrelevant content via emails, particularly after completing intolerance tests. As a result, customer engagement was low, and referral numbers to partner products from the emails were not as expected due to the lack of relevance.
The Challenge
Healthy Stuff faced significant issues with its email marketing strategy due to the ineffective use of Salesforce Marketing Cloud. Their emails were not tailored to customers’ recent intolerance test results, leading to generic and irrelevant content that diminished engagement. This lack of personalisation also resulted in suboptimal referral rates for partner products and a poor overall customer experience. The company struggled to connect with its audience effectively, limiting the impact of their marketing campaigns.
▹ Irrelevant Email Content: Customers were receiving emails that did not align with their recent test results, which caused them to lose interest.
▹ Low Engagement Rates: Poor personalised content led to minimal customer interaction and engagement.
▹ Suboptimal Referral Numbers: Inadequate product recommendations resulted in lower-than-expected referrals for partner products.
▹ Underutilisation of Analytics: Marketing Cloud analytics were ineffective, hindering campaign performance optimisation.
The Solution
Aspire CRM partnered with Healthy Stuff to revamp their email marketing approach and fully utilise Salesforce Marketing Cloud’s capabilities. We implemented personalised customer journeys with dynamic content reflecting each recipient’s intolerance test results, ensuring relevant and engaging emails. The content was customised to align with individual health needs, enhancing its effectiveness. Additionally, we provided training on leveraging Marketing Cloud’s analytics tools.
▹ Creation of Personalized Customer Journeys: Developed dynamic email journeys that tailored content to individual customer needs based on their most recent intolerance test results.
▹ Customisation of Email Content: Ensured that all email communications were relevant to the customer’s latest test outcomes, increasing the relevance and impact of the content.
▹ Guidance on Marketing Cloud Analytics: Empowered the marketing team with the skills and understanding to effectively track, analyse, and optimise their email campaigns.
The Results
The collaboration between Healthy Stuff and Aspire CRM brought about significant improvements in email marketing performance. By personalising email content to match customers’ recent intolerance test results, Healthy Stuff saw a notable increase in customer engagement, with recipients responding more positively to relevant and targeted messaging. This enhancement in engagement translated into a substantial rise in referral numbers for partner products, driving increased sales and revenue. Implementing Marketing Cloud analytics also provided more profound insights into email campaign performance, allowing for more effective optimisation and higher open and click-through rates.
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Increase in customer engagement
Improvement in referral numbers
Higher email campaign open rates
WHAT OUR CUSTOMERS ARE SAYING
Customer Testimonials
“Excellent company to work with from initial conception meeting to to final delivery of the product. Took an agile approach to developing the solution and were able to accommodate changing demands. The team was very approachable and any queries during the testing phase were quickly resolved. At the handover of the project good comprehensive documentation was provided for training and administration purposes.”
“I am providing feedback on a project delivered by Aspire CRM within the Salesforce platform. Engaging with Aspire for this project has proven to be a highly positive experience. The team has demonstrated exceptional skill in actively listening to and comprehending our specific requirements, ensuring that these needs are met with precision and care.”
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