Email Management Campaigns Improve Open Rate and CTR for Automotive Software Company

Digital Marketing Challenge

Snap-on Diagnostics struggled to keep up with the demand to create and send a large volume of emails per month using MailChimp, their preferred email marketing platform. With tight turnarounds and limited internal staff available to meet their deadlines, they needed a reliable partner who could handle ongoing requests for building emails and handling revisions on a daily basis. They also needed to have a technical team standing by to build or modify email templates as needed, plan and implement automated workflows and drip campaigns, analyze and run reports, and address issues. 

ISSUES: 

• Limited internal staff available to build and manage large volume of emails
• Needed a team to handle email creation, revisions and sends in MailChimp on a consistent basis
• Complex segmentations in MailChimp required significant amount of time to plan and build
• Multiple products and segments required many manual email sends, and they were not taking advantage of MailChimp’s automated journeys to send automated drip campaigns to segmented audiences
• Lack of consistent reporting was preventing stakeholders from measuring KPIs and success metrics

Flair Interactive’s Solutions

The Flair Interactive team stepped in to manage Snap-on’s email marketing program when they didn’t have internal resources available. Our team worked collaboratively with Snap-on stakeholders, utilizing Teamwork Projects, Google Docs and other tools to share documents and assets seamlessly. Brainstormed and identified creative solutions for new use cases as needed. Flair handled these needs until Snap-on Diagnostics was able to fill its internal email marketing position with a full-time employee.

ACTIONS:

• Managed editorial calendar
• Created, published and troubleshooted emails in MailChimp
• Managed UAT and revisions from multiple stakeholders in the U.S. and the UK
• Created and customized email templates
• Planned, implemented and managed complex automated journeys in MailChimp for multiple segments, allowing customers for multiple product lines to receive customized communications
• Quickly planned, implemented and managed high volume of customized emails for webinars in lieu of in-person events during COVID
• Created and utilized large volume of personalization tokens within emails
• Created, analyzed and shared reports with stakeholders
• Met with a Snap-on stakeholder weekly to discuss upcoming emails
• Met with multiple stakeholders quarterly to discuss projects, define goals and discuss KPIs