Web:Email Marketing

Laufen Email Marketing

Despite having an extensive retailer network, Laufen did not have any regular communication material with this invaluable customer base. With the rise in smartphone and tablet ownership, ‘Email marketing’ was approved as a suitable solution. This would allow Laufen to have communication that was immediate, targeted and accountable. Hence, for many marketing campaigns the integration of ‘email marketing’ was a regular occurrence. 

Responsibilities

Prior to launching an email campaign, I had to ensure that Laufen UK had the latest ‘retailer listing’. Hence, I created a database of 450 retailers that was verified, complete and flexible. Once cleansed, the database was then integrated into the ‘Dotmailer’ email-marketing interface. Such information was then constantly monitored and updated by myself to ensure that all campaigns were based on the cleanest data possible. 

Details

Campaigns were then tailored to certain target markets via data segmentation and campaign optimisation before being fully analysed on Dotmailer.  Particular email campaigns were then also integrated into other larger marketing campaigns such as the Laufen Online Store.

Details

Success was then measured through the number of open rates, enquiries and file downloads. Results showed that the campaign had achieved its strategic objectives. With such a positive outcome, Laufen increased its usage of email marketing as a communication tool.