How a growing D2C brand seamlessly connects customer data points to personalize millions of automated messages
Total email revenue from automated messages
Revenue from abandon browse campaigns
Revenue per email generated compared to batch emails
Lume Deodorant is a doctor-developed, aluminum-free Deodorant for Underarms & Private Parts.
lumedeodorant.comLume Deodorant is a doctor-developed, aluminum-free Deodorant for Underarms & Private Parts. It’s clinically proven to provide 72 hours of long-lasting odor control on even the most sensitive skin. Lume was invented by Dr. Shannon Klingman. As a gynecologist and a woman, she realized the importance of empowering women to discreetly address odor concerns at home so they can confidently live their best lives knowing with certainty that Lume has got them covered.
When Lume Deodorant started experiencing inefficiencies in testing, limited access to customer data, and drops in deliverability, the marketing technology team began evaluating Cordial as an alternative to their current provider. As Jordan Allen, Director of Marketing Technology explains, “Our previous ESP had pretty severe limitations on what, when, and where you could test. We had to do hacky workarounds to test even the most basic things, like a subject line for example.”
Fielding thousands of web visitors who browse and submit email addresses each day, Lume also needed a scalable way to handle contact tracking and identity resolution. The D2C brand sought to find a next-gen technology that would backfill and connect all of the web visitors’ previous interactions, as well as mobilize that data for future marketing campaigns. For example, “if someone browsed the site and submitted an email address, we wouldn’t have a way to send them an abandoned browse message,” Jordan explains.
Poor open rates due to deliverability were also negatively impacting Lume’s email marketing goals. “The week of Cyber Monday, our open rate dropped from around 20% to 2%, and naturally we panicked. We looked to see that all of our DNS records were installed correctly, thinking we’d done something wrong. Our previous ESP was zero help,” adds Jordan.
Jordan Allen, Senior Director, Marketing Analytics
Jordan Allen, Senior Director of MarTech & Information
Revenue generated from Abandon Browse campaigns
of Lume's messages are automated