caseCreative garden-campaign 'never leave your garden again'.
productInteractive landing page and personalized e-mails.
KARWEI approached us with a question: 'How do we motivate people to make something of their garden?". The 'never leave your garden again' campaign aimed to change the outdoor space from something functional to aspiritional. In coöperation with KARWEI we've created an interactive and personalized campaign flow to achieve that.
interactive landing page.
As a followup to the lead generation, subscribers could leave extra data on an interactive landing page. The stylist introduces herself through a chat invitation via email, she announces that there are still some additional questions for the subscriber. You can chat with your stylist on the landing page, where you can also answer additional questions in an interactive way so that the stylist can give better personalised advice in follow up emails.
126 personalized emails.
We started designing the emails with collected data. Following the most important data we ended up creating 126 different variations on emails consisting of an introduction, preview, basis, furniture, accessories and tips. In each email the stylist returns in a chat, in which she advises the subscriber based on previously gathered information. 6 additional non-personalized emails have also been created for subscribers who did not participate in the lead generation.
All emails are filled with various atmospheric images, products and content that matches the garden style and type. All variables have been mapped out through an extensive overview of all content. In addition, all assets are named and a script has been written to load the correct content with the associated assets.
As previously indicated, 56 personalized + 6 non-personalized emails have been created. In order to be able to realize these 63 emails with the associated variables, innovative elements and fallback variants, 10.738 assets were ultimately needed.
Every email that has been created uses a chat function. Through this chat function the stylist communicates as though it was with the customer in person. You will receive an introduction detailing what you can expect in the email. In addition, there is another chat at the bottom of the email containing what the consumer can expect in future emails.
testing the emails.
To be sure that all variations and all elements work in the emails that are sent, testing was of great importance, we did this by using Email On Acid and testing on different devices and browsers to see if everything works in every system, to ensure a seamless experience.
- 69.063 participants
- 23.398 new leads
- 48.16% average open-rate
- 25.86% average CTR