caseCreative garden-campaign 'never leave your garden again'.
productInteractive landing page and personalized e-mails.
'How do we get people to move and make something out of their garden?", that was the question KARWEI asked us. With the campaign 'never leave your garden again' the outdoorspace had to change from something functional to aspiritional. In coöperation with KARWEI we've created an interactive and personalized campaignflow to achieve that.
As a follow-up to the lead generation, subscribers could leave extra data on an interactive landing page. By means of an e-mail in which the stylist introduces herself through a chat, she announces that there are still some additional questions for the subscriber. On the landing page you get the feeling that you can chat with your stylist. The subscriber can answer additional questions in an interactive way so that the stylist can give an even more personal advice in the follow-up emails.
126 personalized e-mails.
We started designing the emails with the collected data. The most important data ensured that a total of 126 different e-mails were created in which several variables were possible consisting of an introduction, preview, basis, furniture, accessories and tip e-mail. In every e-mail the stylist returns in a chat, in which she tells what advice she has for the subscriber. In addition to the personalized, 6 non-personalized e-mails have also been created for subscribers who did not participate in the lead generation.
All e-mails are filled with various atmospheric images, products and content that matches the garden style and type of garden. All variables have been mapped out through an extensive overview of all content. In addition, all assets are correctly named and a script has been written to load the right content with the right assets.
As indicated earlier, 56 personalized + 7 non-personalized emails have been created. In order to be able to realize these 63 e-mails 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 it were with the consumer. You will receive an introduction to what you can expect in the email. In addition, there is another chat at the bottom of the email with what the consumer can expect next.
To be sure that all variations and all elements work in the emails that are sent, testing is of great importance, we did this by using Email On Acid and by using it on different devices, browsers testing to see if everything works.
- 69.063 participants
- 23.398 new leads
- 48.16% average open-rate
- 25.86% average CTR