Using email to improve performance
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The science of sport nutrition is still relatively young. One of its earliest proponents is Science in Sport, originally a family business founded by two cycling enthusiasts.
The business has a long history of products being used at Olympian level. But the new owners, who took over in 2011, recognized the potential to widen the market to cover all levels of athlete. Digital direct sales had the potential to become a main sales channel, so the team set out to build up the digital presence and dotmailer was an important part of this.
Salesforce integration connected the dots
“We inherited a typical organic infrastructure that included website, email and social media activity, CRM and sales systems, none of which were connected together,” said Ashley Read, Science in Sport’s Marketing Director.
The brand’s customer database held around 80,000 names, but the strategy that had been used by the founders was very different from that needed for a mainstream business. Science in Sport needed to be able to utilize the power of the customer data it held, and at scale: “One of the first activities dotmailer carried out was to integrate Salesforce.com seamlessly with their own platform.
“This immediately opened up our ability to segment not only based on interests and previous purchasing, but also by their behavior on receiving and reacting to email, and their use of the website,” said Ashley.
Email is helping to improve performance
“Before we started with dotmailer in May last year, we weren’t able to produce such detailed analytics as we can today, but we were able to see that email generated around 19% of our total online revenue,” said Ashley.
“By comparison, in the period from 1st May to 31st December, after implementing dotmailer, this had grown to 33% of revenue. We also saw average order values rise from £26 to £38 – a growth of 26%.”
However, it’s also dotmailer’s account management and dedicated support teams who’ve helped Science in Sport move towards a direct sales approach. As Ashley explains: “Perhaps the most important aspect of working with dotmailer is that they have taken the time to understand our business and objectives, providing us with a seamless service so we really do work together as one team with the shared objective of helping us deliver our peak performance.”