Our long-standing partner TWT has accompanied one of its customers step by step on the journey from beginner to independent professional in email marketing. The project comprised several modules, from the technical setup to a smooth mailing creation process and delivery. In doing so, TWT laid the foundations for a long-term strategic collaboration with the customer.
TWT Digital Group GmbH unites seven subsidiaries and over 380 employees who are passionate about digital transformation as a full-service provider.
The group supports numerous customers in the areas of digital strategy, creative conception, technology, operation and service. Through its subsidiaries, it combines digital solutions such as user experience, social media, digital healthcare, e-commerce, online marketing, email marketing, data analytics, professional hosting, IT services and e-business. With strong strategic partners, the TWT Digital Group has an agile and powerful ecosystem.
TWT Digital Group serves renowned customers such as Nestlé, Commerzbank, nolte Küchen, Henkel, Deutsche Telekom, Johnson & Johnson and FUJIFILM.
From beginner to independent player
Building and exchanging knowledge to advance email marketing for customers and make it more professional – that was the goal of the TWT agency when it took a close look at its customers in the clothing industry. The aim was to encourage the customer to take a positive approach to email marketing: targeted use of the tool, exploiting potential and independently implementing email marketing by building up their own resources and knowledge. This would have the effect of reducing costs and optimizing processes for the customer. TWT would support the project and strengthen its role as a strategic partner, while also increasing its own expertise and realizing new projects with the customer. The customer was enthusiastic about this idea. And so the joint project was launched to professionalize the customer's email marketing and use it in a more targeted way in marketing communications.
The individual steps on the way to becoming a professional
The first task in this customer project was to select a professional email marketing software and to coordinate and implement the technical basics (including data flows, leading database, data import, server for images, setting up a client). Although a regular newsletter already existed, it was sent using a different solution. Inxmail Professional was able to optimally meet the customer's requirements, such as multilingualism (ten countries, seven languages) and list management.
Once the infrastructure was in place, the team tackled the topic of design and creation. Newsletters and mailings were to support the customer in campaigns and product launches, as well as to convey information about trade fairs and events. In order to be as flexible as possible in the design, the team initially decided on an html newsletter, which TWT developed according to customer requirements. Initially, TWT was responsible for creating and sending mailings in Inxmail Professional.
To ensure that this was done efficiently, workflows and schedules were created that precisely defined who had to do what in the process and when (e.g. deliver texts and images, provide recipient data). This resulted in a briefing template for creating mailings that helped to keep track of the to-dos, meet deadlines and not forget anything important.
Over time, the customer took on more and more tasks themselves. TWT provided the necessary transfer of knowledge in the form of training and documentation of know-how. The customer now implements their email marketing independently in Inxmail Professional and has developed from a beginner to a professional thanks to the qualified support of TWT. A complex template with numerous functionalities, developed by TWT specifically for the customer, is now used for the separately sent trade fair mailings.
Today, TWT only handles the creation and sending of mailings for two of the customer's secondary labels.
TWT has succeeded in helping its customer to learn step by step how to implement its email marketing independently and professionally – and to do so on its own initiative and with enthusiasm. The concept with the individual project modules was a success. The key figures on the customer side also prove this success: Measured against the email marketing benchmark of Inxmail, the opening rate is above average. Bounces and unsubscriptions are at a very low level. The newsletter distribution list is growing steadily and more than expected. But the project does not end here. Now, as a strategic partner, TWT has the opportunity to develop digital concepts with the customer, develop new ideas and continuously optimize email marketing. Regular meetings between the two partners ensure an exchange of knowledge: new potential is discussed and the performance of the status quo is examined in detail. This is incorporated into a long-term digital strategy and creates satisfaction and prospects on both sides.
Are you interested in becoming an Inxmail partner? Then arrange a consultation!