Generally, in-house workers and outsourcing company representatives put together model e-mail advertising and marketing campaigns collectively. Thus, it’s essential to simplify all phases of e-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 and marketing workforce and outsourcing businesses and the way Stripo helps them with this.
About Lyreco
Lyreco is a world provider of office necessities. The merchandise provided by the corporate embody stationery, paper, workplace equipment, furnishings, toners, and printers. Along with distributing workplace provides from main producers, it additionally provides its personal model of workplace provides.
E-mail advertising and marketing contains a significant a part of Lyreco’s digital advertising and marketing. They work within the Polish B2B market and talk with their shoppers twice every week.
There are 10 workers within the digital advertising and marketing division, and one is liable for formulating e-mail methods for the corporate and retaining leads.
An necessary peculiarity of Lyreco’s e-mail advertising and marketing processes is that they’ve an in-house workforce, together with two outsourcing businesses that help them with e-mail initiatives, akin to copywriting, design, and e-mail constructing. Subsequently, teamwork and communication come to the fore.
Problem: To gather all e-mail templates in a single place and work collaboratively
The Lyreco e-mail advertising and marketing workforce was tasked with bettering the interplay between the workforce and businesses throughout e-mail constructing, modifying templates, and making modifications.
Subsequently, they wanted a software that allowed them to do the next:
- create an e-mail with a horny, diversified design and add new trendy options;
- construct sooner templates with cellular 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 handle this, the workforce determined to strive Stripo to find out the extent to which it might cowl the points that had been necessary to them.
Resolution: How the implementation of Stripo went
Onboarding course of
Through the onboarding course of, the Lyreco workforce had a gathering with the Stripo help workforce. Through the assembly, they defined how you can use the e-mail builder to the Lyreco workforce and their outsourcing businesses.
Later, the marketing campaign and lead acquisition specialist organized particular person conferences with new workers on the workforce for onboarding.
Workflow for creating e-mail campaigns
Model and company representatives work collectively on every e-mail marketing campaign:
- from the Lyreco model — challenge supervisor and e-mail marketer (two individuals for each marketing campaign);
- from the outsourcing company — copywriter, designer, and e-mail builder specialist (three individuals).
The outsourcing company workforce makes all e-mail templates for Lyreco. The method of e-mail creation contains six steps:
- The challenge supervisor creates new duties in Asana for the entire workforce: copywriter, designer, e-mail builder specialist, and e-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 challenge supervisor and e-mail marketer, the e-mail builder specialist creates an e-mail template in Stripo.
- The e-mail builder specialist sends a take a look at 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 making ready an e-mail marketing campaign, two specialists (the challenge supervisor and e-mail marketer) touch upon and approve the challenge content material and design. As well as, the e-mail marketer feedback on the technical aspect of template improvement at Stripo.
Different instruments for use for e-mail advertising and marketing marketing campaign preparation
The next instruments are additionally used for communication and activity administration:
- Outlook, Asana, and Groups — all instruments for communication between workforce members;
- Figma so as to add feedback about design;
- Asana — for feedback within the step e-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 needn’t 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 e-mail collaboration much more handy.
Outcomes: How Stripo helps reduce the time and quantity of assets used for Lyreco e-mail advertising and marketing
First, utilizing Stripo, the Lyreco e-mail advertising and marketing workforce has accomplished numerous duties, together with the next:
1. Collected all e-mail templates in a single place.
2. Began to make use of new e-mail options and design parts; examples are supplied under.
- 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 sooner templates with cellular model adaptation — the flexibility to cover parts (cellular and net variations) helps us with design because it permits us to indicate particular parts to each buyer and maximize design adaptation for cellular customers.
(Supply: E-mail by Lyreco)
Once we began to make use of Stripo, we began utilizing extra fascinating e-mail templates and options to make emails extra enticing. We’re upset that we will not use the AMP e-mail template as a result of we work with the Eloqua system, which doesn’t help 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 e-mail advertising and marketing workforce 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 had been these e-mail templates.
(Supply: E-mail by Lyreco)
The press-to-open fee (CTOR) was greater than 40%, which signifies informative and good-quality content material for the target market.
Some extra outcomes for the onboarding marketing campaign that included 4 e-mail templates:
- Distinctive open fee — 56.8%;
- Click on-to-open fee — 37-41%.
The workforce 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 rising OR and CR.
The perfect 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 e-mail templates” folder and avoid wasting concepts relating to what we are able to use in our future e-mail templates. The Polish market typically does not have purposes that may compete with Stripo. Our outsourcing businesses had been pleasantly stunned by the high-quality software, which minimized the time and assets we spent.
Kateryna Tietievina,
Marketing campaign and lead acquisition specialist at Lyreco Poland.
Future plans and new options
This yr, the Lyreco workforce began to check dynamic content material for the target market, 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 embody the principle guidelines that we are able to add for different groups. It isn’t like a model e-book. 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 completed with the cellular model or colours within the background. It could assist our workforce preserve all the things 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 not now use AMP e-mail templates or good parts with hyperlinks on the webshop as a result of they don’t have superior performance on their aspect; nonetheless, sooner or later, they wish to implement and use it.
As well as, subsequent yr, they wish to take a look at AI topic strains and content material.
Wrapping up
On this use case, you possibly can see an instance of an interplay between the Lyreco digital workforce and outsourcing businesses that assist them put together e-mail templates. It will be significant for all individuals to have a software 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.
Strive Stripo for e-mail advertising and marketing teamwork
