35.7% Growth in CRM-Attributed Revenue
Bulldog Skincare is one of the frontrunners in men’s skincare and grooming in the UK. They sought to rework their CRM strategy by modernising campaign designs, streamlining workflows, and enhancing client capture through website forms to grow their email marketing database.
Key Challenges
Data Quality and Focus
The existing customer database included a significant number of global contacts, primarily outside the UK, which presented challenges in ensuring data quality and delivering targeted marketing communications.
Inconsistent Campaigns
Existing email campaigns suffered from inconsistent design, misaligned with the brand’s website aesthetic, and contained excessive copy, hindering engagement.
Revenue Target
Achieving a 30% increase in CRM-attributed revenue for Shopify sales in FY24 compared to FY23.
The Solution
To address these challenges, we implemented a multi-faceted approach:
Data Quality and Compliance
To improve data quality and ensure compliance with relevant regulations, we implemented double opt-in procedures and refined segmentation to focus exclusively on UK-based customers.
Campaign Optimisation
We redesigned email campaigns with a focus on clarity, conciseness, and brand consistency. This involved streamlining copy, optimising layouts, and leveraging dynamic content and personalisation.
A/B Testing
We conducted A/B testing on key elements such as subject lines and CTAs to maximise campaign performance.
The Results
Significant Revenue Growth
We exceeded the FY24 revenue target by 5.7%, achieving a 35.7% increase in overall CRM revenue compared to the previous year, with purchases driven through a seamless integration with Shopify.
Improved Campaign Performance
Consistent revenue growth throughout the year demonstrated the effectiveness of our optimised campaigns and flows.
Black Friday Success
We achieved a 45% year-over-year increase in CRM revenue during the Black Friday sale period, with campaign revenue surging by 138.4%.
Database Growth
While refining the customer database to ensure optimal targeting, we experienced significant growth in the Email Marketing segment, achieving a 139% increase within a year.
