The consumer electronics manufacturer partnered with Mason Interactive to boost e-commerce sales, resulting in a strong double digit increase in sales during the first 6 months of the new email program.
Casio boosts sales with a data-driven email marketing program
Increased sales
Increased open rate
Increased conversion rate
Their story
Global innovator
Casio is a globally-renowned manufacturer of innovative watches, digital keyboard pianos, calculators, projectors, cash registers. Its iconic G-SHOCK watches are known for being extremely durable digital and analog-digital watches, trusted by military personnel, law enforcement, surfers and outdoor enthusiasts around the world.
Their goal
Enhanced customer journey
Casio set out to launch a revamped email program in the United States that focused on having subscribers be the first to know about new product drops and high demand, limited-edition releases. E-commerce sales growth was central to this new strategy.
Their solution
Putting data at the core
Mason Interactive was tasked to build a performance-driven email marketing program that would better leverage Casio’s existing subscriber database and nurture potential customers.
The first step was to collect user data and identify behavioral patterns to enable data-driven decision making for future campaigns. During the discovery process, Mason Interactive ran several trial emails and A/B tested subject lines, designs, imagery, and delivery times. These learnings allowed Mason to both optimize the email sends and create segments in order to communicate with individuals according to their preferences.
Helping customers through their decision-making process is an important part of the new email program. The team built several email automation sequences to connect with leads based on their shopping behaviors and their stage in the purchase process. Understanding that sometimes shoppers get distracted while browsing products, these email series help shoppers pick up right where they left off in the shopping flow.
Each email campaign relies on the quality of contacts and their actions, as well as maximized deliverability. To optimize campaign success, Mason Interactive’s team performs regular list hygiene activities. By concentrating on the most active users, the team has increased open and click rates significantly. The data quality improvement process also helps to avoid spam filters because email service providers calculate opens, clicks and inactivity, to decide how, where and if an email will reach subscriber’s inbox.
Their Success
Continuous sales growth
With Mason Interactive’s ongoing efforts to improve and optimize email performance, Casio is achieving their goals for the renewed email program. During the first 6 months, the program delivered strong double digit increases in sales, open rate and conversion rates.
