Generally, in-house staff and outsourcing company representatives put together model e-mail advertising 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 group 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 includes a significant a part of Lyreco’s digital advertising. They work within the Polish B2B market and talk with their purchasers twice per week.
There are 10 staff within the digital advertising division, and one is chargeable for formulating e-mail methods for the corporate and retaining leads.
An necessary peculiarity of Lyreco’s e-mail advertising processes is that they’ve an in-house group, together with two outsourcing businesses that assist them with e-mail tasks, corresponding to copywriting, design, and e-mail constructing. Due to this fact, 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 group was tasked with bettering the interplay between the group and businesses throughout e-mail constructing, enhancing templates, and making modifications.
Due to this fact, they wanted a device that allowed them to do the next:
- create an e-mail with a lovely, various design and add new fashionable 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 handle this, the group determined to strive Stripo to find out the extent to which it may cowl the features that had been necessary to them.
Resolution: How the implementation of Stripo went
Onboarding course of
Through the onboarding course of, the Lyreco group had a gathering with the Stripo assist group. Through the assembly, they defined the right way to use the e-mail builder to the Lyreco group and their outsourcing businesses.
Later, the marketing campaign and lead acquisition specialist organized particular person conferences with new staff on the group for onboarding.
Workflow for creating e-mail campaigns
Model and company representatives work collectively on every e-mail marketing campaign:
- from the Lyreco model — venture 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 group makes all e-mail templates for Lyreco. The method of e-mail creation includes six steps:
- The venture supervisor creates new duties in Asana for the entire group: 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 venture supervisor and e-mail marketer, the e-mail builder specialist creates an e-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 e-mail marketing campaign, two specialists (the venture supervisor and e-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 e-mail advertising marketing campaign preparation
The next instruments are additionally used for communication and job 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 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 sources used for Lyreco e-mail advertising
First, utilizing Stripo, the Lyreco e-mail advertising group has accomplished varied 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 components; examples are offered 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 customized promotion to each section of their consumer base:
(Supply: E mail by Lyreco)
3. Constructed quicker templates with cell model adaptation — the power to cover components (cell and internet variations) helps us with design because it permits us to indicate particular components 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 attention-grabbing e-mail templates and options to make emails extra engaging. We’re upset that we won’t use the AMP e-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 appear like
Lyreco began to make use of Stripo to construct emails originally of 2023. We requested the Lyreco e-mail advertising group to share the outcomes of their work with Stripo.
They primarily targeted 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 purchasers, and probably the most profitable had been these e-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 target market.
Some extra outcomes for the onboarding marketing campaign that included 4 e-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 nations.
They’re presently 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 tasks. 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 device, 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 12 months, the Lyreco group began to check dynamic content material for the target market, and Stripo helps construct examples for it shortly and simply.
It might be good to have a few of our personal tutorials or paperwork within the Stripo account that embody the primary guidelines that we are able to add for different groups. It is not like a model guide. We have already got world 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 possibly assist our group preserve every little thing 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 components 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 12 months, they wish to check 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 group and outsourcing businesses that assist them put together e-mail templates. It can be crucial for all individuals to have a device for shortly constructing templates, gathering 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 e-mail advertising teamwork
