Srishti Enterprises, a midsized consumer goods company based in Mumbai, India, faced significant challenges in its marketing efforts. With a diverse product range that included household items, personal care products, and small electronics, Srishti Enterprises struggled to manage its customer database, segment its audience, and deliver personalized marketing messages.
In 2021, the company decided to adopt Zoho Campaigns, a comprehensive email marketing platform, to revolutionize its marketing strategy.
This case study explores how Srishti Enterprises leveraged Zoho Campaigns to enhance customer engagement, streamline marketing operations, and boost sales.
Background
Founded in 2005, Srishti Enterprises had grown steadily over the years. However, the company's marketing strategies were outdated, relying heavily on traditional advertising methods such as print media, billboards, and sporadic email newsletters.
The lack of a cohesive digital marketing strategy resulted in low customer engagement and missed opportunities for personalized communication.
Recognizing the need for change, the company's marketing team, led by Marketing Director Priya Sharma, began researching email marketing solutions. After evaluating several options, they chose Zoho Campaigns for its robust features and ease of integration with their existing systems.
What feature of Zoho Campaigns do you find most useful?
Email Automation
List Management
A/B Testing
Analytics and Reporting
Implementation
The implementation of Zoho Campaigns at Srishti Enterprises was a phased process that took approximately six months.
Here’s a detailed look at how the company utilized the key features of Zoho Campaigns to transform its marketing strategy:
1. Contact Management
Srishti Enterprises had a fragmented customer database spread across various platforms and spreadsheets. Zoho Campaigns' contact management feature allowed the company to centralize its customer information, eliminating duplicates and ensuring data accuracy.
The team imported all customer data into Zoho Campaigns, categorizing contacts based on purchase history, product preferences, and geographic location.
This centralized database became the foundation for more targeted and effective marketing campaigns.
2. Segmentation
With a comprehensive contact database in place, the next step was segmentation. Zoho Campaigns provided advanced segmentation tools that enabled Srishti Enterprises to create highly specific customer segments. For example, they created segments for loyal customers, firsttime buyers, customers interested in specific product categories, and inactive customers.
This segmentation allowed the company to tailor its marketing messages to different audience groups, increasing the relevance and impact of their campaigns.
3. Signup Forms
To grow their contact list, Srishti Enterprises utilized Zoho Campaigns’ customizable signup forms. These forms were embedded on the company’s website and social media pages, offering visitors incentives such as discounts and free samples for subscribing.
The ease of customization allowed the marketing team to match the forms to their brand’s aesthetic, ensuring a seamless user experience. As a result, the company saw a 30% increase in new subscribers within the first three months.
4. Email Template Builder
The email template builder in Zoho Campaigns proved to be a gamechanger for Srishti Enterprises. The intuitive draganddrop interface enabled the marketing team to create visually appealing and responsive email templates without needing extensive design skills. The team experimented with various templates for different campaigns, including promotional emails, newsletters, and product announcements.
This flexibility ensured that every email aligned with the company’s branding and messaging goals.
5. SMS Campaigns
Understanding that not all customers engage with emails, Srishti Enterprises expanded its reach by incorporating SMS campaigns. Zoho Campaigns’ SMS integration allowed the company to send timely text messages for flash sales, order confirmations, and personalized offers.
This multichannel approach ensured that the company could engage with customers on their preferred communication platform, further enhancing customer satisfaction.
6. Automation
Automation was a critical feature that allowed Srishti Enterprises to streamline its marketing efforts. The company set up automated workflows for various customer journeys, such as welcome series for new subscribers, reengagement campaigns for inactive customers, and postpurchase followups.
These automated workflows ensured timely and relevant communication with minimal manual intervention, saving the marketing team significant time and effort.
7. Campaign Management
Zoho Campaigns’ campaign management tools enabled Srishti Enterprises to plan, execute, and monitor their marketing campaigns efficiently. The marketing team could schedule campaigns in advance, set up A/B testing to determine the most effective content, and track realtime performance metrics.
This comprehensive campaign management capability allowed the company to optimize its marketing strategies continuously.
8. Send Time Optimization
One of the standout features of Zoho Campaigns was send time optimization. This feature analyzed past campaign data to determine the optimal time to send emails for maximum engagement.
By leveraging this datadriven insight, Srishti Enterprises was able to increase open and clickthrough rates significantly, ensuring that their messages reached customers when they were most likely to engage.
Results
The adoption of Zoho Campaigns had a profound impact on Srishti Enterprises' marketing performance.
Here are some of the key outcomes:
Increased Customer Engagement: The segmentation and personalization capabilities of Zoho Campaigns led to a 40% increase in email open rates and a 35% increase in clickthrough rates.
Higher Conversion Rates: Automated workflows and targeted campaigns resulted in a 25% increase in conversion rates, as customers received timely and relevant offers.
Expanded Customer Base: The use of signup forms and multichannel campaigns (email and SMS) contributed to a 30% growth in the customer database.
Operational Efficiency: Automation and streamlined campaign management saved the marketing team approximately 20 hours per week, allowing them to focus on strategic initiatives.
Revenue Growth: Enhanced customer engagement and higher conversion rates translated into a 15% increase in sales revenue within the first year of using Zoho Campaigns.
Conclusion
Srishti Enterprises' experience with Zoho Campaigns highlights the transformative power of a robust email marketing platform.
By leveraging features such as contact management, segmentation, automation, and multichannel campaigns, the company was able to revolutionize its marketing strategy, improve customer engagement, and drive significant business growth.
Zoho Campaigns provided Srishti Enterprises with the tools and insights needed to navigate the complexities of modern marketing, setting the stage for continued success in an increasingly digital world.
Which integration do you value the most with Zoho Campaigns?
Zoho CRM
Social Media Platforms
E-commerce Platforms
Other Marketing Tools
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