CRM & Email Marketing Automation for Miele

Meet Our Client ― Miele, The Household and Commercial Appliances Brand

The Miele team asked us to launch their online communications that were supposed to be different for two websites: the first website announced events and gave info about the customer service and the brand's stores; the second website served as Miele's online store.

The Initial Stage

The first steps were pretty standard:

We chose a rather complex marketing automation platform for the campaigns: although at that time we didn't have any complex processes running, we knew that one day we would come to them.

Integration between the websites and the marketing automation platform took us a month and a half. Meanwhile, we were working on the lead capture.

Lead Capture

We created lead capture pop-up forms for both the brand's website and the online store to grow the email list. We tested several pop-ups to choose the most effective one that would bring more conversions.

Today, the pop-up below brings around 1000 new subscribers a month.

We also made a static form that appeared in the catalog:

One more challenge was to redirect users from the marketplace to official website as the marketplace blocked pop-ups. That is why dynamic pop-up forms didn't appear if the code included a utm_source=<name of the marketplace> parameter ― in this case, we showed only the static form.

We Launched Email Campaigns

At this stage, the Miele team gave us a list of the future promotional offers and we started working on the email campaigns.

We noticed that the subscribers engaged with the email campaigns, so we decided to try out email newsletters telling how to use household appliances and take proper care of them. At first, we experimented with the content but then we systematized it and created separate email campaigns for certain appliances that people were interested in.

This is what they looked like:

Landing pages

Miele needed landing pages for sales, promotional offers, and new products. At first, we created a unique landing page for every campaign; later, we found a way to automate the production process and save resources.

The solution was to set up a landing page builder in WordPress. It allowed us to get the pages together in a shorter time and at a lower cost. Previously it took 9 hours of a designer, a manager, and a developer to build a landing page; now a single manager could do it in 4 hours.

When we managed to automate the production of landing pages, we took up analytics. The events in Google Analytics were similar for all the pages, so all we had to do was to add the necessary GTM code snippet to the website and regularly track the events in GA.

We also came up with a creative solution for form tracking. At first, we only tracked the number of times people filled out the form. Then, we decided to assign a unique ID to each form submission: this allowed us to see how many users submitted a request. We could also see if a certain customer visited  landing pages and completed other forms on the website. This solution helped the client's service department put together the info about the customers and the submissions.

File Hosting Service

Miele is an international company: every day, its employees all around the world look for a certain image, banner, video, etc. All the media files needed to be stored in such a way that it would be easy to access them. At the same time, cloud storage services like Google Drive or DropBox would be not save enough.

The company had a corporate file sharing system but it had limited functionality and was hard to use. Our team started working on a new solution that would fit the company's values and be easy to navigate through. During the process of development, we were running an MVP experiment.

Triggered Emails for Miele

Miele had three types of triggered emails: welcome email series, abandoned browse emails, and abandoned cart campaigns.

Welcome Email Series

There was a different welcome email series for each customer segment: a user could specify if they were an architect or an interior designer.

This customer group included professionals looking for house appliances that would fit their client's design. Since these people weren't Miele's end customers, they needed a different welcome email series. In addition, architects and interior designers didn't receive other types of triggered emails.

The first email of the welcome series linked to a survey gathering more info about the user's professional activities:

Based on the collected data, Miele could offer architects and interior designers to sign up for certain promotional campaigns. Some creators were offered to collaborate with the company on special terms.

Later on, architects and designers didn't receive triggered email series.

As for the end customers and other users, they received a welcome email telling about the advantages of the Miele's products:

Abandoned Cart & Abandoned Browse Emails

There were two types of abandoned cart emails depending on the products in the cart:

We Set Up Power BI Reports for Business Analytics

To track the effectiveness of the email campaigns and make the results transparent to our client, we created a Power BI dashboard:

We used the dashboard to monitor the following metrics:

• The email list growth rate: we controlled the display of pop-up forms depending on the subscription and unsubscription rates, we the display of the pop-up subscription forms.
  
• The email campaigns statistics: open rate, clicks that we told us if we needed to change the email frequency.
  
• The data from Google Analytics: the number of the transactions, an average purchase, the campaign's revenue.
  

Thanks to the Power BI dashboard, our clients could take a look at the up-to-date metrics any time, ask questions, or discuss something with us.

We were surprised to see that curated content emails were just as effective as promotional and triggered emails. Here are the examples of the campaigns that got us good results:

The Client's Review

Our company has a strong email marketing system thanks to EmailSoldiers ― their ideas, expertise, and drive helped us build an effective and profitable communication channel.

Project Team

Daria Nazarova, EmailSoldiers, Lead Project Manager

Alina Baikarova, EmailSoldiers, Project Manager

Artem Shuvarov, EmailSoldiers, Project Manager, Technical Expert

Yuri Tulenev, Creative Soldiers, Product Manager

Julia Kozlovskaya, Creative Soldiers, Lead Designer

Andrey Chufistov, Creative Soldiers, Developer

Alexander Gurkov, EmailSoldiers, HTML Coder

Sergey Baranov, EmailSoldiers, HTML Coder

Evgeniya Balabanova, EmailSoldiers, Designer

Irina Dmitrieva, EmailSoldiers, Analyst