G-SHOCK

Date
2020
Industry
Fashion, Lifestyle
Services
Email Marketing
Team
ECommerce Marketing

Summary

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.

Goal

Revamp email program in the United States and grow ecommerce sales.

Solution

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.

During the first 6 months, the program delivered strong double digit increases in sales, open rate and conversion rates.

The Results

With Mason Interactive’s ongoing efforts to improve and optimize email performance, Casio is achieving their goals for the renewed email program.

“Casio’s strategic initiative was to build and launch a much more robust email program. Mason played an important role both in migrating our program to a new platform and in setting into motion a plan for steady growth. In fact, we experienced 6 months of continuous sales growth through our email program.”
Neil Wilczek, Director of E-Commerce and Digital Marketing

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