When Culligan – the world leader in residential, office, commercial and industrial water treatment – decided to dip its toes into marketing automation, the company knew it wanted to begin overall marketing transformation quickly and without a massive tech investment. So we started with tactics designed to make an immediate, cost-effective impact to enable Culligan to see results quickly.
MARKETING TRANSFORMATION
SOLUTION
Culligan enlisted the help of Avionos to implement MailChimp and conduct a campaign pilot. Starting from the ground up, we devised a right-size targeting and campaign strategy in just 2 weeks, giving Culligan a fast route to key measurement and reporting backed by nimble segmentation/personalization strategies and easy-to-manage templates.
RESULTS
As a result, the initial campaign achieved:
- 90% delivery rate
- 24.6% open rate
- 2.6% conversion rate
The successful implementation, training, and campaign pilot set the foundation for marketing automation and campaign operations for Culligan to prove the value of digital marketing campaign operations with a minimal investment.
TECHNOLOGY
MailChimp