Faced with a rapidly evolving industry, Rimowa found itself confronted with several critical challenges that were hampering the effectiveness of its email campaigns.
From mobile compatibility issues to complications with campaign visibility and tracking, these obstacles required immediate attention to maintain customer engagement and support the brand’s continued growth.
Here are the main challenges Rimowa had to face, highlighting the need for a strategic overhaul of their email campaign management.
Poor mobile management :
Rimowa was facing unsatisfactory mobile management of its email campaigns, resulting in rendering problems particularly on mobile devices and email clients such as Outlook, reducing the effectiveness of communications.
Lack of visibility :
The lack of transparency and visibility over the work carried out by the previous service provider made it difficult for Rimowa to monitor the progress and quality of campaigns, impacting strategic planning and decision-making.
Underutilization of Marketing Cloud capabilities:
Rimowa also felt it wasn't taking full advantage of Salesforce Marketing Cloud's advanced features, which limited the effectiveness and personalization of its email campaigns.
These challenges required a thoughtful, strategic approach to ensure that new solutions not only solved these problems, but also turned them into opportunities for continuous improvement.
To meet the challenges identified at Rimowa, KNR deployed a complete solution that included not only technical advice, but also an innovative way of collaborating thanks to our TaaS (Team As A Service) approach.
Project Management Tool (Asana) :
We introduced Asana, a project management tool, to improve visibility over the complete campaign schedule. This enabled Rimowa to track progress in real time, improve communication between teams, and plan deliveries well in advance, reducing the stress associated with tight deadlines.
Optimizing deadlines and delivery times :
Thanks to better project organization and tools, we were able to optimize deadlines and delivery times, thereby reducing stress on the CRM teams.
Training and Integration :
Rimowa's teams were trained in the use of Asana, ensuring a smooth transition to this project management tool. This integration enabled better planning and precise tracking of the various phases of the email campaigns.
Campaign planning :
With Asana, campaign planning has become more proactive rather than reactive, enabling teams to work with sufficient time to ensure quality and innovation in every communication.
KNR’s TaaS approach offers an innovative alternative between the traditional consultancy model, which is often costly and inflexible, and creating an in-house team, which involves high fixed costs and logistical and HR challenges.
This method allows Rimowa to benefit from the expertise and responsiveness ofan external team, without the usual financial and structural drawbacks.
Instead of deploying individual consultants, KNR provided Rimowa with a complete team of specialist consultants. This method offers a cost-effective solution compared to traditional consulting approaches, where each resource is often billed per day. With TaaS, Rimowa benefits from a dedicated team at a fixed cost, ensuring superior quality of service.
KNR’s dedicated team began working closely with Rimowa via Slack and Asana, offering increased responsiveness and flexibility without the costs typically associated with traditional consulting. This approach enabled rapid adjustments and better adaptation to Rimowa’s dynamic needs.
HTML Advanced :
Using a custom HTML framework, we were able to integrate complex designs such as background images and videos, meeting Rimowa's high aesthetic expectations.
AMP Script
for Personalization and Multilingualism: The use of AMP Script has enabled advanced personalization and efficient management of multilingual content thanks to Data Extensions integrated into Salesforce Marketing Cloud. This improved customer engagement by adapting content to their specific needs and preferences.
Test phase :
Before full deployment, a set of test emails was created to evaluate the performance of the HTML framework and AMP Script. These tests helped refine the designs and adjust the scripts for optimum customization.
Device Test Battery :
To ensure that emails work perfectly on all devices and email clients, over 100 tests were carried out, covering a wide range of mobile and desktop devices. This ensured that the emails would be impeccable and functional whatever the medium used by the recipients.
These solutions not only addressed the initial challenges, but also laid the foundations for more dynamic and interactive email campaigns, reinforcing Rimowa’s position as a leader in the luxury sector.
KNR’s implementation of the strategies for Rimowa has led to substantial improvements in the management of email campaigns, both in terms of cost and operational efficiency:
Cost reduction :
Cost savings: Thanks to the TaaS approach, Rimowa has achieved a significant 30% reduction in its email campaign management costs. This reduction is attributed to the increased efficiency and fixed cost structure offered by the TaaS model, which eliminates the expenses associated with consultants billed by the day.
Improved deadline management :
On-time deliveries: The number of emails delivered late dropped by 100% to zero, thanks to improved planning and coordination via Asana. This result testifies to the increased efficiency in campaign management and the ability of the KNR team to respond quickly to Rimowa's requirements.
Perfect rendering on all devices:
Emails are now optimized for flawless rendering on over 100 different device types and operating systems, ensuring a consistent, high-quality user experience.
Improved reactivity :
The ability to quickly deliver "Pixel Perfect" emails for nearly 20 markets has improved Rimowa's flexibility, enabling quick and efficient adjustments to market demands.
Customer Satisfaction :
Hélène T., CRM Campaign Manager at Rimowa, expressed great satisfaction with KNR's work, noting a significant improvement in the management of email campaigns for both newsletters and transactional emails.
Next Steps :
Building on these successes, KNR continues to work with Rimowa to further optimize its email campaigns and explore new strategies to boost customer engagement and improve sales performance.
Our agency brought its expertise to Rimowa to streamline their work processes and improve coordination between the various parties involved in creating their email campaigns.
Thanks to our advanced expertise in HTML adapted to emailing and our in-depth experience of the Salesforce ecosystem, we optimized their use of the Marketing Cloud tool.
Our team of experts is ready to listen to you. Let’s meet and discuss your project together!