We were appointed by Samsung in 2011 to run their global eCRM strategy and create communications to support activity across their divisions. This meant we could fast track Samsung Australia and Samsung Gulf eCRM capabilities when we were appointed in 2014 and 2018 respectively.
Highlights include:
840% increase in database size
99% opt-in
Doubled click-through-rates
Flagship launch ROI of £39:£1
CRM AOV +36% vs average
70% iPhone switchers from CRM
29% improvement in inbox placement
Quadrupled open rates
Overall based engagement +180%
35% device pre-order from CRM
x16 increase in CRM revenue
455 deployments
Over 420 million email sends
Insight
Samsung had an ambitious CRM vision and by taking a series of small steps we were able to help them achieve it.
When we started working with Samsung there was no CRM in place. We worked with the team to start planning a CRM programme with an overall vision of what it should look like for the business. We revised email identity and creative and engaged in some proof of concept testing within the ongoing email programme. By 2012 we were building CRM capabilities working with the team to design and build a new database, procuring a CRM platform and developing a contact strategy.
Action
We introduced fluid email design so that our emails looked perfect on any device they were opened on. As well as beautiful creative, we ensured deliverability, accessibility and consistency across email clients whilst reducing creative fatigue and introducing progressive enhancements.
We developed a model for product ownership lifecycle and developed a strategy for the Samsung Online Shop. Now, with capabilities to make sure our emails went to those consumers who were most likely to respond we executed our flagship launch strategy starting with the Galaxy S6. Over subsequent launches we turned email into the best performing channel for driving sales. Over the same period, we smashed targets for sale events like Black Friday and Christmas. Our campaign for the Galaxy S22 launch won the award for Best Email Marketing Campaign at the PMW Awards, and many other campaigns have been shortlisted in the DMA's throughout our tenure.
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