Email marketing
SEO
Email marketing
Paid search
SEO
Crafting a best-in-breed Crufts campaign for Groomers
How we capitalised on the biggest event in the canine calendar for one of the UK’s leading dog grooming suppliers.
370.61%
return on investment
81.58%
email open rate
Groomers’ story starts in the 1990s with an unbounded passion for our most beloved pets. They now stock an extensive range of the very best in pet grooming supplies to professional groomers, as well as their MyPet platform, that serves as one of the best sources for advice and products that put pets’ well being first.
With one of the most iconic dog shows in the world, Crufts, a month away, we ran a campaign to build momentum around Groomers’ appearance there, as well as promotions leading up to, and on the weekend of the show. The campaigns were designed to increase subscriber awareness of Groomers at Crufts, as well as advertise exclusive Crufts offers.
Turning Crufts hype into conversions
The digital campaigns were designed to increase certain metrics for their business, including CTR, conversion and read rates, as well as an increase in sales from the Crufts promotions. At the foundation was a stream of emails, fully supported by other channels such as PPC and social. We focused on Groomers’ subscriber base, as this group would bring the highest possible returns, whether that was giving existing customers the chance to engage with industry-related content, or potential customers the opportunity to turn their interest into actual sales.
In total, seven emails were produced and sent out over a period of one month. All the emails were sent at three key times throughout the day, to make sure we captured (and captivated) as many subscribers as possible, at times when their full attention could be given to the content. The emails followed a structure that flowed with the Crufts event, delivering a balance of deals and content that led up to the big day and beyond.
The results
Email 1 - We Are at Crufts (9/2/24)
Sent to all subscribers
Open rate - 50.12%
593 clicks generated
CTR - 1.85%
Email 2 - Early Crufts Deals (16/2/24)
Sent to subscribers who have not purchased in February 2024
Open rate - 51.32%
764 clicks generated
CTR - 2.29%
Conversion rate - 0.11%
Email 3 - Everything You Need to Know About Crufts (18/2/24)
Sent to all subscribers
Open rate - 49.9%
495 clicks generated
CTR - 1.01%
Conversion rate - 0.07%
Email 4 - Crufts 2024 Deals (6/3/24)
Sent to all subscribers
Open rate - 48.97%
689 clicks generated
CTR - 2.19%
Conversion rate - 0.15%
Email 5 - Your Shopping Hotline (8/3/24)
Sent to all subscribers
Open rate - 48.02%
666 clicks generated
CTR - 1.77%
Conversion rate - 0.08%
Email 6 - Crufts Early Bird Deals (10/3/24)
Sent to those that opened Email 4
Open rate - 81.58%
636 clicks generated
CTR - 3.74%
Conversion rate - 0.12%
Email 7 - Crufts - Thank You (12/3/24)
Sent to all subscribers
Open rate - 45.46%
484 clicks generated
CTR - 1.38%
Conversion rate - 0.06%
All of the emails followed a dynamic mix of content from Groomers’, whilst maintaining a strong resonance with the Crufts brand. We incorporated a number of features that were set to drive sales, including timers, device-specific CTAs. and personalised subject lines. As a whole, the campaign shows how important customer segmentation can be as well as aligning with real-world events, with Groomers seeing a 370.61% return on investment from the campaign. One standout was email five, which had a remarkable 81.58% open rate, an incredibly strong result for email marketing.
Backed up by a multi-channel approach
Alongside the email campaign, we also ran a series of supporting content on Groomers’ social channels and PPC. Starting with social, which ran an ‘Early Crufts Deal’ campaign, bringing £90.97 return on ad spend (ROAS). They also ran a traffic campaign which generated a ROAS of 14.11 and a reach of 7,475. Following up from the attention the social campaign had received, there was even traction in user-generated content, with followers sharing reels and stories from their time spent with Groomers at Crufts.
The PPC team also pushed Groomers at Crufts through text adverts and PMAX. When putting the results against their 2023 campaign, there was an undeniable improvement, bringing a 235% increase in revenue, and a 122% return on investment. Alongside PPC, the SEO team brought new content to a refreshed URL, title and show-specific information for 2024, generating a blog that gained a huge 24.4K impressions and 311 clicks in just over a month. Driving even more organic traffic to the Groomers site, and more sales. This was alongside another refresh of a blog titled Top 5 Competitive Grooming Essentials for 2024 to align it with Crufts, drawing in a total of 1.34k impressions, not to mention products highlighted in the blog becoming best sellers on the Groomers site.
Turn showing up into sales
The Crufts Groomers email campaign, and its supporting channels, illuminates the opportunity real-world events can bring for online retailers, supported up by a digital marketing campaign that draws in the crowd. If you’d like to learn more about Visualsoft's email marketing services, or any of our others, please get in touch.
