UK-based global beauty and life sciences brand, InnovaDerma has enhanced its omnichannel marketing over the last 18 months by partnering with dotdigital.

Before moving to dotdigital, the brand was embedded in a cycle of batch-and-blast emails with limited customer segmentation, which resulted in a steady decline of engagement rates. The team was seeking more sophisticated reporting tools and dedicated strategic support to interpret and make recommendations. In addition, the absence of sophisticated marketing automation capabilities in its previous email marketing platform meant the brand was missing out on revenue.

InnovaDerma partnered with dotdigital in October 2018 as its marketing automation solutions provider after outgrowing Mailchimp.

“We needed to maximise our revenue from email but were limited by its features. We needed a platform that the team could use easily and create customer journey automations with. We met the team at dotdigital and knew they were the right fit for our evolution,” InnovaDerma ecommerce marketing manager, Paddy Kennedy said.

The company’s automation journey started by implementing automated campaigns such as a Welcome series, Product Replenishment, and Birthday series for its primary revenue-driving product, Skinny Tan UK. InnovaDerma saw an increase of 436% in revenue from automation during the first half of 2020 compared to the whole of 2019.

Commenting on the partnership with dotdigital, InnovaDerma ecommerce and data analyst, Lucius Lim said, “Before dotdigital one of the key challenges we faced was the overall decline in our open rates so we were looking for a platform that would help us with an in-depth knowledge of email best practice and deliverability, to help us refine the quality, relevancy, and frequency of our emails, their content, and the data we were sending to.”

With the success of Skinny Tan UK, InnovaDerma replicated the dotdigital automated programs onto other product ranges, Charles & Lee, Roots, and Nu-Thing. Functionalities such as progressive profiling in the Welcome series helped the team capture consumer data points such as birthday and mobile numbers.

InnovaDerma has been using the SMS capability in the platform to send time-sensitive SMS promotions to its database, which can be appended to Google Analytics tracking through a link shortening tool, to analyse and optimise revenue generated.

dotdigital’s automation solutions was also used to collect, analyse, and utilise the data to run triggered email campaigns through a re-engagement automation to either capitalise on lapsed customers or identify those that were no longer engaged and removing them from promotion sends.

InnovaDerma has also used dotdigital’s product recommendations to drive additional incremental revenue. Their brand Roots used the ‘Best Sellers’ product recommendation to highlight the brand’s best-selling products within a block in their emails, and this has generated revenue for them directly attributable to this feature.