Boosting open and click through rates with responsive email

Ginetta were dissatisfied with their existing direct email setup. At the time, customer contact data was stored in two different locations – their Shopify and Campaign Monitor accounts – and emails for various purposes were being sent out from both platforms.

Further to this, the internal processes around the creation and delivery of each email were laborious and complicated, and the resulting output was poorly designed, inconsistent and ineffective in terms of click-through rates.

From their customers’ perspective, though emails from Ginetta containing relevant content were regularly received, the average engagement levels in terms of click-through rates were poor when compared to industry benchmarks.

What did RetroFuzz find?

We conducted a thorough review of Ginetta’s existing setup with a view toward identifying ways that internal workflows and overall design aesthetics could be improved and made more consistent.

We found that the Ginetta team were finding it challenging to maintain a consistent set of customer data across both the Shopify and Campaign Monitor accounts, and that they were also struggling to create emails that were visually consistent across the two platforms.

We also conducted a review of customer data to try and identify why engagement levels were so low, where we found that the majority of customers emails being received were being read on mobile devices, which was yielding unpredictable layout and presentation when customers opened them.

What did RetroFuzz do?

We unified and improved Ginetta’s direct email workflow by ensuring that all data collection and email sending activity would take place from their Campaign Monitor account. We achieved this by doing two things.

The first was creating a link between the Shopify and Campaign Monitor accounts to ensure that a consistent list of customer data was maintained at all times.

The second was to design and build a responsive email creation system within Campaign Monitor, which enabled none technical users of the Ginetta team to quickly and simply create and send well designed, responsive emails to their audience that resonated with the Ginetta brand and audience.

What was the outcome?

By ensuring that all customer data was correctly gathered and stored and creating the responsive email creation system under the Campaign Monitor account, we created an environment within which the Ginetta team were able to more easily create and send emails that gave them the results they needed.

From a customer point of view, the combination of a better representation of the Ginetta brand, more consistency in the design aesthetics, and the responsive nature of the emails received meant there was an average uplift of 32.17% click-through rate following these changes being made.

Further to this, the internal processes around the creation and delivery of each email were laborious and complicated, and the resulting output was poorly designed, inconsistent and ineffective in terms of click-through rates.

From their customers’ perspective, though emails from Ginetta containing relevant content were regularly received, the average engagement levels in terms of click-through rates were poor when compared to industry benchmarks.

What did RetroFuzz find?

We conducted a thorough review of Ginetta’s existing setup with a view toward identifying ways that internal workflows and overall design aesthetics could be improved and made more consistent.

We found that the Ginetta team were finding it challenging to maintain a consistent set of customer data across both the Shopify and Campaign Monitor accounts, and that they were also struggling to create emails that were visually consistent across the two platforms.

We also conducted a review of customer data to try and identify why engagement levels were so low, where we found that the majority of customers emails being received were being read on mobile devices, which was yielding unpredictable layout and presentation when customers opened them.

What did RetroFuzz do?

We unified and improved Ginetta’s direct email workflow by ensuring that all data collection and email sending activity would take place from their Campaign Monitor account. We achieved this by doing two things.

The first was creating a link between the Shopify and Campaign Monitor accounts to ensure that a consistent list of customer data was maintained at all times.

The second was to design and build a responsive email creation system within Campaign Monitor, which enabled none technical users of the Ginetta team to quickly and simply create and send well designed, responsive emails to their audience that resonated with the Ginetta brand and audience.

What was the outcome?

By ensuring that all customer data was correctly gathered and stored and creating the responsive email creation system under the Campaign Monitor account, we created an environment within which the Ginetta team were able to more easily create and send emails that gave them the results they needed.

From a customer point of view, the combination of a better representation of the Ginetta brand, more consistency in the design aesthetics, and the responsive nature of the emails received meant there was an average uplift of 32.17% click-through rate following these changes being made.

Ginetta Website DesignGinetta Website DesignGinetta Website Design

As part of our ongoing relationship with iconic denim brand Wrangler we introduced ‘Born Ready’, a new pan-European digital platform and brand product offering, through responsive eCommerce and contextual omnichannel messaging.

The Born Ready platform brings to life Wrangler’s personality and philosophy – a commitment to creating innovative denim products that prepare you for adventure.The new ‘Ready Range’ launches product innovations such as Rain Ready and Cold Ready jeans to give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

With the brand aiming to be category leaders in performance denim our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience.

Given that this is the first brand campaign in several years, we realised digital gave us the chance to speak on a local level to consumers that hadn’t been spoken to for some time.

Further reading

Achieving unprecedented eCommerce growth for Ginetta

Following on from our initial successes with responsive email for Ginetta, conversations turned to how we could improve the overall Ginetta experience online.

Read More
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