Carefully selecting the right marketing automation tool
To kick off, we conducted a deep dive into MB Presents’ existing tool, discovering significant limitations in performance tracking and database quality. Moreover, it proved difficult to adapt subscriber preferences to match target audiences.
As a result, we needed to analyse which marketing automation tool was best suited for MB Presents. Taking into account current usage and usability, but also forecasting the effect of new features when making the switch.
June20 experts are familiar with over 20 different marketing automation tools and can quickly make substantiated and independent judgements. This set the groundwork for efficient, streamlined communication.
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The smoothest transition
Minimising overlap costs between the old and new systems was key. To avoid double billing, we meticulously planned and executed the entire migration within a tight time frame, aligning with the old tool’s billing term. Collaborative scheduling with MB’s new partner helped ensure the transition was as smooth as possible. We wrapped up the marketing automation migration in just four weeks, which is record timing. Normally, migrations like these take up to 3 months. A great achievement that the entire team contributed to.
Cleaning out data in 4 steps
Data quality was crucial for the migration’s success. With data accumulated organically over the years, we conducted a robust data harmonisation process.
This included cleaning, validating, and importing legacy data, so MB Presents could retain essential historical information. A final data check filtered out invalid entries, ensuring a clean, reliable database ready for long-term engagement.
First results
Our open rate improved from 20.88% to 25.69% between the last mail sent with the previous platform and the first email sent with the new platform. CTR improved from 1.01% to 1.71%. This is the result of thoroughly harmonising all data, although the full effects of our email marketing support have yet to show.
Setting up the new tool involved not only technical configuration and data import but also adapting email templates to match MB’s brand guidelines and providing support and best practices to enhance their email marketing efforts.
Support and training in one effort
Facing a tight deadline and the need to keep operations running, we organised training sessions using live examples, such as scheduled email communications. This approach saved us two extra weeks, allowing us to complete the full migration in just four weeks.
The outcome of our hard work?
A marketing automation migration was achieved in record time, with MB Presents enjoying enhanced campaign visibility, improved data quality, and increased efficiency.
