Previously, Miele had no email marketing, and dealing with customer data was a nightmare. For every one customer in the database, we would have to create five different cards in 1C. Then, three years ago, the company decided to automate communication with customers. They reached out to the Email Soldiers marketing agency and connected their customer data platform. Now the brand segments its […]
Miele Increased Their Revenue from Personalized Marketing by 21.6%
GoalIncrease sales generated by email campaigns
SolutionsMerge, unify, and segment the customer database
Launch personalized bulk and triggered campaigns, such as the welcome series, abandoned cart emails, and surveys
ResultsCampaigns generated 21.6% more revenue in the first 8 months of 2021 compared to the same period in 2020 when mailing lists had not yet been segmented in such detail
3.6% of the revenue is now generated by email communications
TeamMiele’s Head of Digital Marketing Department, Miele’s Marketing Analyst, Email Soldiers marketing agency team, and Mindbox managers
ITWebsite, Power BI, and Mindbox’s marketing automation platform
FeatureDifferent welcome email series for professionals (architects, designers) and end customers
Is a German manufacturer of premium household appliances, with more than 20,000 employees who work in over 100 countries. Global sales during the 2020 fiscal year reached 4.5 billion euros (4.9 billion dollars). The company was founded in 1899, and its representative office in the CIS opened in 2000
Maxim Ladovir, Head of Digital Marketing at Miele
Previously, Miele had no email marketing, and dealing with customer data was a nightmare. For every one customer in the database, we would have to create five different cards in 1C. Then, three years ago, the company decided to automate communication with customers. They reached out to the Email Soldiers marketing agency and connected their customer data platform.
Now the brand segments its customers, sends promotional and content mailings, and has started to automate communication with them. A dedicated direct marketing strategy is currently being built, with visible, real-time results in Power BI reports.
Before Email Soldiers and Mindbox, we essentially had no active email marketing campaign; only once a month would we send out a newsletter, created manually by our team. Systems had not been integrated with each other, and mailing subscriptions were stored in a table format. When a customer unsubscribed, colleagues working with 1C had to remove them manually from the list by clicking on them only one at a time. Contacts were manually uploaded, cleansed, and unified.
Mindbox not only made it possible to send trigger campaigns, but it also became a single system for collecting customer data and likewise used to communicate with them. Thanks to these new features, we are now moving towards end-to-end analytics.
Customer data cleansing and unification, as well as segmentation, are important not only for mailings but also for offloading segments from the platform to create advertising campaigns. We are currently working on a loyalty program, and Mindbox’s platform allows us to check how many customers meet certain criteria and how the database is spread out across different levels of the loyalty program.
We’ll tell you how we achieved this result by answering the following:
- How the platform was chosen and what tasks were set out for it.
- How the customer database was segmented.
- How we came up with the idea of sending mass mailing content.
- How we started automating communication with customers by using trigger mailings.
- How to transfer data to Power BI and build reports based on them.
Mindbox was chosen along with the Email Soldiers marketing agency. It was the chosen solution considering our growth potential. At the start of the collaboration, Miele didn’t use complex mechanics. We planned to build an extensive chain of triggers, as well as connect web push notifications and recommendations. So, we immediately decided to choose a platform that would allow us to implement all our plans for the future.
Previously, contacts that had been collected from two websites and at events were stored without any kind of structure or organization. For example, one customer from the database could have had five different cards in 1C at the same time.
So, before launching any mailings, it was important to organize the database so that multiple emails or irrelevant messages weren’t all sent to one customer. To do this, managers from Email Soldiers unloaded the database and used scenarios to cleanse and unify the customer database. Now customers are sorted according to:
- Type of contact: professionals and end customers;
- Source: miele.ru and miele.shop.ru;
- Categories of purchased goods;
- Average order value.
This way of database segmentation allowed Miele to switch to marketing automation.
At first, only promotional mailings were sent to customers. The Email Soldiers team created them based on Miele’s list of planned promotions:
About a year later, content mailings were added. According to open rate and click rate, it was clear that customers engaged well in communicating with the brand. This format also provides the opportunity to experiment with different types of communication.
The main purpose of content mailings is to increase customer loyalty, the additional purpose is to boost cross-selling, for example, of care products. The mailings focus on how to properly handle, use, and take care of appliances. At first, we came up with topics spontaneously. But later we split them up into primary categories such as for the kitchen, for cleaning, and for washing. Content mailings are sent once a week:
Recently, we launched an experimental AMP mailing. If we receive a positive outcome and an increased efficiency, then the technology will be more widely used.
Mindbox’s platform allows us to send targeted mailings, pinpointing the exact information needed to increase the usefulness of customer communication.
Recently, a second channel of web push notifications was added to the email channel. For now, we use it manually, and mainly to support promotions.
The platform also helps us collect more customer data. Thanks to surveys in emails, we can measure customer satisfaction and collect feedback after promotional events.
We build multi-level segments, and use them both in mailings and for database analysis. For example, we keep track of the percent of customers who have submitted their information on the website and placed an order, as well as track their order location.
It’s convenient to track segment actions on the platform. For example, by appliance type. The details of a specific customer can also be broken down to which subscriptions they’ve activated, which actions they have performed, and where their purchases had been made.
The automation of communication was the next stage after the launch of content mailings. Here are some examples of trigger emails.
Welcome chainmail. The welcome chain is always different between professionals (designers, architects) and end customers. The segment is determined depending on the point of contact; at an event or a store, or on the website. The welcome chain for professionals consists of one email with a survey, allowing Miele to invite subscribers to events of interest:
The welcome chain for end customers consists of four emails and introduces them to Miele’s range of products and advantages:
Abandoned Browsing of Expensive Goods. This email is sent if the customer viewed products that were more expensive than $1700. The email encourages customers to return to their purchases and helps us to analyze mailing results separately from an abandoned browse of less expensive goods:
Survey After Delivery and Installation. A service evaluation email is sent on a daily basis. All customers whose order status changed to «Delivered» after two hours are included in the segment. This survey allows Miele to constantly improve on the quality of its services.
Comment from Email Soldiers Marketing Agency
I really like the fact that my colleagues from Miele are so fired up. They want to implement all the tools and use the capabilities of the automation platform to their fullest extent and are ready to experiment. Thanks to efforts from both sides, we are achieving amazing results.
I think the project’s main achievement was that we have managed to build a communication and lead generation system. We understand how to initiate communication with a customer and how to automate and simplify how customers place an order.
In essence, it was possible to build relations that benefit everyone. Customers receive valuable information in contextual mailings and exclusive offers in promotional mailings. Thanks to these mailings, the brand’s revenue is on the rise.
Mindbox is the tool that holds everything together. We’ve been able to collect all legitimate data, build an efficient communication system, and continue to discover new ways to interact with customers. Now Mindbox completely covers every task we need, allowing Miele to implement all their short and long-term plans.
My favorite Miele mechanic is the abandoned shopping cart for unregistered users. We show the customer a pop-up, offering them to either sign up for mailings or to receive one email with a selection of products.
This may seem like a standard mechanic, but the pop-up gives it the edge that really makes it stand out.
At the start of the project, managers from Email Soldiers uploaded data from Mindbox manually and made reports in Excel. Yet the Mindbox platform does not associate these types of non-standard scenarios with geographical distribution. To automate data entry, we connected Power BI, which allows Miele employees to now see data in real-time.
Currently, the project has implemented five types of reports:
- A basic report on mailings via an email channel with a division into bulk and trigger mailings.
- RFM analysis with historical data and tracking of each segment over time.
- Cohort analysis.
- ABC analysis.
- A geolocation report with a map.
Connect New Regions. Kazakhstan and Ukraine in the near future.
Set up new reports in Power BI, such as survey visualization, repeat purchases, and lead reports for the sales department, as well as use obtained data to generate forecasts and improve communication.
Increase the number of trigger mailings through contact points, to include special events or a specific store location. Events could be birthday greetings that would collect personal data, requiring customers to enter their phone number. There are also plans to include product recommendations in mailings.
Collect contacts in stores. Tablets integrated with Mindbox will be used to facilitate this.
Test AMP technology. So far, we have sent one mailing and our plan is to send out three more. The results we receive will decide whether the technology will be used in mass mailings or on a point-by-point basis, or for individual items, such as checklists.