Pomifera, a leading direct selling company in the skincare and beauty industry, recently adopted a new strategy with Ziplingo to boost its marketing effectiveness. By incorporating website conversion tracking in their email campaigns, Pomifera aimed to gain deeper insights into customer / distributor engagement and optimize their marketing budget.
CHALLENGE
With marketing budgets distributed across multiple channels, Pomifera needed to evaluate whether continuing to invest in email marketing was worthwhile. Their primary challenge was the lack of visibility into campaign performance. While many communication platforms offer analytics and conversion tracking, these tools couldn't seamlessly integrate with Pomifera's direct selling e-commerce platform, which was managed through ByDesign, their back-office software provider. Without an integration that could track the complete customer journey from click to purchase, Pomifera was at a disadvantage.
SOLUTION
When Pomifera learned about Ziplingo’s conversion tracking solution, they were immediately intrigued. Ziplingo’s communication platform offered direct integration with Pomifera’s website and could track everything, including campaign ROI. For the first time, Pomifera had a potential solution that could effectively measure the success of their marketing strategies.
Ziplingo also had built-in dashboards that could show how many people had not only opened an email but had visited the website and completed an order. It even went further and showed what products were purchased most often from the different campaigns that were launched.
STRATEGY
With Ziplingo’s conversion tracking integration in place, Pomifera eagerly launched their email campaigns, ready to finally uncover the answer to a question they had long asked: How well are our campaigns really converting?
Pomifera is utilizing the following strategies:
Conversion Tracking Implementation
Pomifera integrated advanced conversion tracking into their email, SMS, and MMS platforms. This allowed the company to monitor how recipients interacted with their messages, including click-through rates, conversion rates, and time spent on landing pages.
Data-Driven Campaign Optimization
With detailed insights from website conversion tracking, Pomifera was able to analyze the performance of each campaign in real-time. This enabled the marketing team to make data-driven decisions, optimizing content, timing, and targeting for maximum impact.
ROI Monitoring and Adjustment
Pomifera continuously monitored the ROI of each campaign, adjusting strategies as needed to maximize returns. This iterative process allowed the company to quickly identify and scale successful campaigns while phasing out less effective ones.
RESULTS
The introduction of website conversion tracking led to exceptional results:
32.5x ROI: The ability to track and optimize campaigns resulted in a solid ROI from the marketing messages sent out each month.
436 New Orders: Conversion tracking allowed Pomifera to better understand customer behavior, leading to increases in click-through rates and overall conversion rates.
$43,358.77 Revenue: With revenue reporting, Pomifera could see which campaigns produced the highest revenues for the month.