Markets: Europe and the USA
Unidragon
SUCCESS STORY
Unidragon SUCCESS STORY
CRM Marketing Audit
We conducted a comprehensive CRM marketing audit for two markets (Europe and the USA) and proposed the addition of 11 trigger scenarios to cover the entire base. We also recommended measures to improve the sender rating to 100 points and provided guidelines on legal compliance.
ESPs
Years of Purchase Data Analyzed
Month for Audit
ABOUT THE CLIENT
Unidragon sells wooden puzzles in three markets: the USA, Japan, and Europe. In 2020, the company’s turnover increased 27-fold.
SPECIFICS
The company operates in several markets, each with unique characteristics
The client’s team lacked a dedicated line manager for this area, requiring us to develop clear and transparent instructions for the project’s Chief Marketing Officer
Multiple platforms for sending messages were used in the project
SITUATION AT THE START
Initially, Unidragon had only a few trigger scenarios in place. After experiencing rapid growth in 2020, the company recognized the need for a systematic approach to CRM marketing management but lacked a clear starting point. The client turned to WE2 to audit the current state and provide strategic recommendations for further development.
PROJECT OBJECTIVES
Identify trigger scenarios that can generate additional revenue
Explore opportunities to increase open rates and click-to-open rates
CLIENT'S CASE
1. Contact Database
- Assessed how the contact database was built, the current mechanics in use, and the potential for their expansion.
- Analyzed customer lifecycles over a few years, identifying interesting behavioral patterns and developing solutions to further engage customer segments.
- We also reviewed whether the entire contact database and all stages of the customer journey to purchase were covered by trigger communications. As a result, we compiled a communication map for the client, highlighting all missing trigger scenarios.
- In addition, we evaluated the content of emails, including copywriting, ToV, design, and layouts.
2. Technical Settings
Along with segment analysis, we examined the sender rating. We assessed whether the requirements of mail clients were met, if SPF, DMARC, and DKIM signatures were configured correctly, and if the feedback loop was functioning properly.
We also explored the recent dynamics of the sender rating and drew the client’s attention to signs of potentially incorrect configurations or practices.
3. Legal Aspects
Since the client operated in several markets, we verified whether the current infrastructure complied with legal regulations: the General Data Protection Regulation (GDPR), the Privacy and Electronic Communications Regulations (PECR) in Europe, and ANTISPAM in the USA.
FINAL OUTCOME
As a result of the comprehensive analysis, we developed a step-by-step guide for the client, outlining a scope of work to improve CRM marketing. The Unidragon team immediately began the implementation.
EXAMPLES OF TRIGGER SCENARIOS
KEY METRICS
Markets for CRM Marketing Audit: Europe and the USA
2
ESPs Carefully Evaluated
3
Month to Complete the Full Audit
1
CUSTOMER FEEDBACK
CUSTOMER FEEDBACK
Mila Maksalieva
Chief Marketing Officer
“We experienced extreme growth along with all the challenges that came with it. I wasn’t just looking for an agency, but a consulting partner. There are two things I would highlight about working with WE2. First, the level of customer service is among the highest I’ve seen on both sides of the Atlantic. All processes were structured so seamlessly that none of our internal team felt we were working with an external contractor, but rather a colleague from another department. The guys are not afraid of ‘difficult’ or ‘unclear’ situations; they solve problems quickly and always meet deadlines.”
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