Crafting a best-in-breed Crufts campaign for Groomers

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. 

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%

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.