Salesfire &
Runrug
Improving email performance and driving an increase in sales.
+47%
Increase in
data capture
+5.2%
Increase in
email open rate
+120%
Increase in conversion
rate through email
+50%
Increase in
revenue from email
Introducing, Runrug
Established in 1945, Runrug has 80 years of experience operating in the home and living industry. Specialising in quality rugs, runners and carpets, they have established themselves in the UK as a go-to for shoppers looking to refresh their living spaces.
Digital innovation is a priority at Runrug, leading them to stand out in an industry where sales are traditionally carried out face-to-face.
The challenge
Although its online store has a strong presence in the digital marketplace, Runrug faced difficulties with its previous email service provider (ESP) when it came to effectively re-engaging shoppers in the buying journey.
It was discovered that retargeting opportunities were being missed, with campaign flows not triggering for many eligible shoppers. When email campaigns were sent, they were experiencing abnormally high bounce rates, unsubscribes, and spam complaints.
This ineffective email marketing strategy meant Runrug were struggling to convert many of their new shoppers into customers, preventing them from achieving their goal of expanding their online presence into the US market.
Runrug required a smooth and uninterrupted migration from its previous ESP to Salesfire and an improved email marketing strategy that would drive increased conversions. They also wanted to create a personalised online shopping experience that could rival traditional face-to-face service.
The solution
Salesfire investigated the cause of Runrug's unfavourable email deliverability metrics.
It was discovered that their sender score was low due to their email domain not being warmed up correctly through their previous ESP, which is challenging to reverse. It was also found that their email campaigns were image-only, which negatively impacts readability and can trigger spam filters.
To combat these issues, Salesfire guided Runrug through setting up a new subdomain, as this would give them a clean slate to rebuild their sender reputation.
Our email marketing experts then crafted a bespoke email domain warmup plan for Runrug that would carefully build up a positive reputation with email servers.
We then redesigned their existing email templates to better align with email marketing best practices while reflecting their established branding and product offering.
Assessing their existing email workflows also revealed that they were unnecessarily complicated, resulting in shoppers not receiving campaigns. Focusing on Runrug’s main email marketing goals, simplified recreations of their campaign flows were created with Salesfire. This removed the complexities that were preventing the campaigns from being delivered to eligible shoppers.
Finally, Salesfire’s data capture technology was utilised on Runrug’s website, displaying clearer and more prominent messaging than their previous data collection campaigns. This promoted increased mailing list sign-ups for Runrug, enabling them to enrol more of their shoppers in their email retargeting flows.
With Salesfire, Runrug were also able to capture behavioural data to enhance their email personalisation. Salesfire AI identified and tracked more of Runrug’s shoppers than previously possible, by connecting anonymous shoppers to recognised email addresses.
This meant Runrug could enrol more of their shoppers into engaging campaign flows based on real-time shopper behaviour. They deployed campaigns aligning with their shoppers’ on-site activity, featuring personalised product recommendations relevant to their interests and previous purchases.
Results
Following the move to Salesfire from their previous ESP, the difference Runrug experienced in their data capture, email engagement, and conversions has been immense:
- 47% increase in data capture
- 5.2% increase in email open rate
- 120% increase in conversion rate through email
- 50% increase in revenue from email
- 33% decrease in email unsubscribe rate
“Salesfire made what could have been a complicated migration process feel incredibly simple. We received support from their team every step of the way and felt like they really cared about our business’s goals and successes. They ensured a smooth transition with minimal disruption to our email campaigns.
Beyond that, we’ve already seen a noticeable improvement in email engagement. Salesfire’s knowledge of email best practices has meant we’ve been able to drive increased conversions and revenue through our campaigns. Their data capture tech has allowed us to reconnect with more of our customers than ever to secure new and repeated sales. Our only regret is not making the jump to Salesfire earlier!”
Paul Walker
Digital Director at Runrug