One brand that recognized this was Harry Hall, the renowned equestrian retailer and dotdigital client, who took steps to implement its first email automations with us. These included a welcome series, post-purchase program and a sequence of birthday emails.
As a serious marketer, email marketing automation is your must-have tool to generate more engagement and revenue. It’s quick and simple to get started and you can easily scale your programs once you’ve got to grips with your first few. After the right amount of scoping, and once your first automations have gone live, you’ll start collecting valuable data and the revenue will begin trickling in.
Harry Hall’s story:
Harry Hall is admired by customers for its quality British clothing; every piece is skilfully tailored and further enriched by the brand’s strong heritage. From humble beginnings in the 1870s, Harry Hall has established itself as a prestigious brand in the equestrian world, its products renowned for their durability, practicality and comfort. The brand continues to live up to its original trading slogan: “Hall marked clothes are the best”. To achieve the same level of excellence in its email marketing, Harry Hall’s long-term focus is to create a seamless customer journey that effectively conveys the brand’s rich heritage and trumpets its high level of service.
With a manageable database at the time, Harry Hall was in a prime position to implement dotdigital and learn about its features; the objective was to grow the database and build out the customer journey throughout the year. However, a business decision left the brand with more data than it bargained for, and – to get a handle on the new platform and streamline its email marketing – a robust data-driven strategy was urgently needed.
Overcoming this challenge wasn’t going to be easy, so the brand sought strategic advice from Camilla Nightingale, director of Holbrook Digital Consultancy. Together they collaborated in scoping out the digital and data prerequisites for implementing an effective portfolio of email automation programs. Next came the implementation phase, which required guidance from the brand’s dotdigital Account Manager and Digital Program Manager.
Goals & Objectives:
The long-term goals for Harry Hall were clear from the very beginning: underline brand quality, demonstrate excellent customer service and showcase stylish and reliable products. Fundamentally, the brand had to tap into its higher life-time-value (LTV) clusters, nurture them at various stages of the cycle, and improve their customer experience. The ultimate objective was to generate more revenue and increase email ROI.
Camilla helped Harry Hall analyze its historical data to identify different clusters and their potential value. Her input was pivotal for the success of the project, steering the brand in the right direction in terms of business objectives and revenue prioritization.
Since day one, the Harry Hall team implemented Google Analytics to monitor the performance of automations and user response to incentives, as well as identify any uplifts in email metrics.
Collaborative automation build:
dotdigital’s ‘collaborative automation build’ session is a co-operative workshop – an interface between training and service – where specialists scope and build an automation program with clients. Although the session had capacity for a full automation scope, Harry Hall preferred to use the hours allocated to the project to build and test programs collaboratively. In the long term, this resulted in more automations being built by Harry Hall as its staff were more confident in creating and testing new programs.
Sami Dabek – eCommerce Manager at Harry Hall – facilitated the project, making sure the various stakeholders had the right assets and technical resources in place to meet the tight deadlines. Sami was keen to learn how to design and test new flows, so she could take Harry Hall’s automations to the next level. Since the go-live date two weeks ago, she’d already independently deployed two new programs – a fantastic achievement.
Sami Dabek, eCommerce Manager at Harry Hall:
I found the collaborative approach was a great fit with our business needs. By working closely with our Project Manager and discussing the set-up of programs at each stage, I felt confident that after the project finished I had the knowledge to maintain these programs, and more importantly, create new ones!
Through close work with their Digital Program Manager & Account Manager, the Harry Hall team has gained a deeper understanding of dotdigital Engagement Cloud; this has allowed team members to build and test programs confidently, efficiently and with ease.
Building up their portfolio of programs resulted in an increase in subscriber engagement for Harry Hall; contacts were filtered into relevant programs based on their data, meaning communications were personalized and contextual. The brand was pleased with the programs as they facilitated a memorable journey for customers from beginning to end.
Throughout the customer journey, the team reported a noticeable increase in ROI – a well-deserved result for Harry Hall. This uplift was indicative of the long-term gains from nurture programs (such as welcome and post-purchase), as well as short-term wins from implementing abandoned carts.
Being able to scale the knowledge curve so quickly and reap the rewards of automation has been a tremendous achievement for Harry Hall. The brand’s gone from zero to 100 in such a short amount of time and cites the collaborative session as the secret to its automation success.
Harry Hall has a great roadmap ahead and will continue refining current flows to improve performance over time. Build, measure, learn and repeat?
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Check out this case study to learn how Minor Entertainment Ltd. has automated many everyday tasks to increase efficiency and revenues.
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- This blog was co-written by Marius D’Souza and Pamela Zoni, Account Manager and Digital Marketing Specialist at dotdigital.