dotMailer explain how they helped Dove Spa streamline its application platform by introducing a new CRM suite
Dove is one of Unilever’s best-known global consumer brands with a powerful message of providing ‘Real Beauty for Real Women’. This campaign has its roots in the discovery that less than two per cent of women consider themselves to be good looking, and in fact the majority of women have significant image issues.
“The pressure on women to fit a so-called ‘ideal’ image is well documented,” says Sian Allmark, Dove Spa’s Digital Marketing Manager. “Lots of women actively avoid using spas because they’re unhappy with their bodies and don’t want to expose themselves, so what we’re trying to do is to give them the comfort to accept themselves as ‘real women’ and rebuild their confidence.
“With the pressure to be agile in our content delivery, we moved to a new content management system two years ago. We decided to implement Magento as it offered both transactional and content management applications in a very effective package. It has transformed the way we run the website, but we also needed an email platform that would allow us to communicate effectively, and just as easily, with our guests.”
That’s why Dove Spa chose dotMailer
dotMailer provides seamless integration with Magento, which means that Dove Spa has been able to streamline its application platform by using dotMailer as its CRM suite. For a customer-facing business where there are high numbers of people often making small purchases this is extremely useful.
“We need to be able to segment our customer base very tightly to ensure that we target promotions precisely without getting buried in an avalanche of data and systems that need to be maintained,” comments Sian. “Being able to do all our segmentation and content design in dotMailer means that targeting a specific customer group and mailing out becomes a one-stop process rather than having to shift data back and forth between different applications. The time savings are significant.”
An excellent example of the use of tailoring e-shots to provide personalised customer support comes from Dove Spa’s launch of ‘Strength Within,’ an innovative anti-wrinkle supplement clinically proven to reduce lines and wrinkles.
Recognising that women will need continual support and encouragement throughout and after the 14 week course, Dove Spa has built a multi-layer programme of email content tailored to each stage of the different journeys taken by customers through the course. As Sian explains, “We’ve identified the key points and messages and built up profiles of which mails need to be sent and when.”
Before implementing phased messaging in dotMailer this used to be a highly laborious process, taking Sian many hours to manually enter all the details and make sure that the right emails were received. “Now with dotMailer it’s instant. There are numerous different messages we use that are all driven by the different levels of purchase and usage, which means that there are lots of different look-ups and filters that need to be applied to ensure the customer gets the right message. It’s amazingly sophisticated, and best of all it happens seamlessly behind the scenes with no need for me to intervene – two clicks and it’s done!”
Having used several other digital tools, Sian has a wide experience to draw on and is unequivocal in her belief that dotMailer is ‘way out front’ compared to other systems.
“When we first moved to dotMailer we had a series of existing templates which they migrated into the dotMailer drag-and-drop template.
“This is an amazing product. It gives us control over content, it’s all drag-and-drop, and I can do split testing, optimise content and subject lines and check what’s happening with our mails in real time,” she continues. “It is just unbelievably easy to use!”
Sian is equally complimentary about the people behind the product.
“I’ve worked with them on training and development of our system and they are the most helpful, knowledgeable and professional people. Even though we’re backed by Unilever, we’re still a relatively small business, so being able to tap into the kind of support we get is hugely valuable.
“I have absolutely no hesitation in recommending dotMailer and to be honest, can’t praise it enough!