Generally, in-house workers and outsourcing company representatives put together model electronic mail advertising campaigns collectively. Thus, it’s essential to simplify all phases of electronic mail manufacturing and synchronize all processes.
Kateryna Tietievina, marketing campaign and lead acquisition specialist at Lyreco Poland, explains how the Lyreco model builds such interactions between the e-mail advertising group and outsourcing companies and the way Stripo helps them with this.
About Lyreco
Lyreco is a global provider of office necessities. The merchandise provided by the corporate embrace stationery, paper, workplace equipment, furnishings, toners, and printers. Along with distributing workplace provides from main producers, it additionally affords its personal model of workplace provides.
E-mail advertising contains a significant a part of Lyreco’s digital advertising. They work within the Polish B2B market and talk with their shoppers twice every week.
There are 10 workers within the digital advertising division, and one is accountable for formulating electronic mail methods for the corporate and retaining leads.
An vital peculiarity of Lyreco’s electronic mail advertising processes is that they’ve an in-house group, together with two outsourcing companies that assist them with electronic mail initiatives, similar to copywriting, design, and electronic mail constructing. Subsequently, teamwork and communication come to the fore.
Problem: To gather all electronic mail templates in a single place and work collaboratively
The Lyreco electronic mail advertising group was tasked with bettering the interplay between the group and companies throughout electronic mail constructing, enhancing templates, and making adjustments.
Subsequently, they wanted a instrument that allowed them to do the next:
- create an electronic mail with a sexy, various design and add new trendy options;
- construct quicker templates with cell model adaptation;
- retailer all of the templates created by Lyreсo and company specialists in a single place that made working with them handy;
- export templates simply to Eloqua ESP for sending to subscribers.
To deal with this, the group determined to attempt Stripo to find out the extent to which it might cowl the facets that have been vital to them.
Answer: How the implementation of Stripo went
Onboarding course of
Throughout the onboarding course of, the Lyreco group had a gathering with the Stripo assist group. Throughout the assembly, they defined how you can use the e-mail builder to the Lyreco group and their outsourcing companies.
Later, the marketing campaign and lead acquisition specialist organized particular person conferences with new workers on the group for onboarding.
Workflow for creating electronic mail campaigns
Model and company representatives work collectively on every electronic mail marketing campaign:
- from the Lyreco model — venture supervisor and electronic mail marketer (two individuals for each marketing campaign);
- from the outsourcing company — copywriter, designer, and electronic mail builder specialist (three individuals).
The outsourcing company group makes all electronic mail templates for Lyreco. The method of electronic mail creation contains six steps:
- The venture supervisor creates new duties in Asana for the entire group: copywriter, designer, electronic mail builder specialist, and electronic mail marketer.
- The e-mail marketer builds a multistep marketing campaign and describes concepts for the designer and copywriter.
- After content material and design approval by the venture supervisor and electronic mail marketer, the e-mail builder specialist creates an electronic mail template in Stripo.
- The e-mail builder specialist sends a check to the e-mail marketer.
- The e-mail marketer approves it from a technical standpoint and exports it to Eloqua.
- The e-mail marketer units up a marketing campaign in Eloqua.
Whereas getting ready an electronic mail marketing campaign, two specialists (the venture supervisor and electronic mail marketer) touch upon and approve the venture content material and design. As well as, the e-mail marketer feedback on the technical aspect of template growth at Stripo.
Different instruments for use for electronic mail advertising marketing campaign preparation
The next instruments are additionally used for communication and process administration:
- Outlook, Asana, and Groups — all instruments for communication between group members;
- Figma so as to add feedback about design;
- Asana — for feedback within the step electronic mail constructing.
We’re ready for the brand new model of Stripo, the place we are able to add feedback in a single place and need not use Asana for it.
Kateryna Tietievina,
Marketing campaign and lead acquisition specialist at Lyreco Poland.
Moreover, in 2024, Stripo plans so as to add real-time co-editing and commenting performance to the Stripo editor to make electronic mail collaboration much more handy.
Outcomes: How Stripo helps decrease the time and quantity of sources used for Lyreco electronic mail advertising
First, utilizing Stripo, the Lyreco electronic mail advertising group has accomplished numerous duties, together with the next:
1. Collected all electronic mail templates in a single place.
2. Began to make use of new electronic mail options and design parts; examples are offered beneath.
- Timer for short-term promotion (1–2 days):
(Supply: E-mail by Lyreco)
(Supply: E-mail by Lyreco)
- HTML editor to implement dynamic content material in a couple of minutes in Eloqua for personalised promotion to each section of their shopper base:
(Supply: E-mail by Lyreco)
3. Constructed quicker templates with cell model adaptation — the flexibility to cover parts (cell and net variations) helps us with design because it permits us to point out particular parts to each buyer and maximize design adaptation for cell customers.
(Supply: E-mail by Lyreco)
After we began to make use of Stripo, we began utilizing extra fascinating electronic mail templates and options to make emails extra enticing. We’re upset that we will not use the AMP electronic mail template as a result of we work with the Eloqua system, which doesn’t assist AMP.
Kateryna Tietievina,
Marketing campaign and lead acquisition specialist at Lyreco Poland.
What the outcomes of working with Stripo seem like
Lyreco began to make use of Stripo to construct emails firstly of 2023. We requested the Lyreco electronic mail advertising group to share the outcomes of their work with Stripo.
They primarily centered on conversions and click on charges. They’re working within the B2B market and its affect on their experiments. For instance, they created an onboarding marketing campaign for his or her shoppers, and essentially the most profitable have been these electronic mail templates.
(Supply: E-mail by Lyreco)
The press-to-open price (CTOR) was greater than 40%, which signifies informative and good-quality content material for the audience.
Some extra outcomes for the onboarding marketing campaign that included 4 electronic mail templates:
- Distinctive open price — 56.8%;
- Click on-to-open price — 37-41%.
The group in contrast the outcomes with different onboarding campaigns, in addition to with outcomes of Lyreco Group branches in different international locations.
They’re at present testing personalization and dynamic content material that affect growing OR and CR.
The most effective Stripo possibility that saves our time is modules that we are able to save and share in different initiatives. I can search and discover nice examples within the “Ready electronic mail templates” folder and avoid wasting concepts concerning what we are able to use in our future electronic mail templates. The Polish market typically would not have purposes that may compete with Stripo. Our outsourcing companies have been pleasantly stunned by the high-quality instrument, which minimized the time and sources we spent.
Kateryna Tietievina,
Marketing campaign and lead acquisition specialist at Lyreco Poland.
Future plans and new options
This yr, the Lyreco group began to check dynamic content material for the audience, and Stripo helps construct examples for it shortly and simply.
It will be good to have a few of our personal tutorials or paperwork within the Stripo account that embrace the primary guidelines that we are able to add for different groups. It isn’t like a model ebook. We have already got international Lyreco Group tips for the Intersafe and Lyreco manufacturers.
And we have now some technical guidelines, for instance, “For the Outlook model, we flip off some settings,” or what must be executed with the cell model or colours within the background. It could assist our group hold the whole lot in a single place and never duplicate errors in a brand new template.
Kateryna Tietievina,
Marketing campaign and lead acquisition specialist at Lyreco Poland.
Sadly, they can’t now use AMP electronic mail templates or good parts with hyperlinks on the webshop as a result of they don’t have superior performance on their aspect; nevertheless, sooner or later, they wish to implement and use it.
As well as, subsequent yr, they wish to check AI topic strains and content material.
Wrapping up
On this use case, you’ll be able to see an instance of an interplay between the Lyreco digital group and outsourcing companies that assist them put together electronic mail templates. It is crucial for all members to have a instrument for shortly constructing templates, amassing them in a single place, and speaking conveniently.
The capabilities of the Stripo editor for teamwork are already spectacular, and we plan to extend them sooner or later.
Attempt Stripo for electronic mail advertising teamwork
