How BrewDog increased revenue +13.8% using personalized email campaigns
The process for many companies focused on email marketing these days is simple: clicks lead to conversions and conversions lead to revenue.
But getting more clicks, conversions, and earning more revenue isn’t as easy as it can seem. There’s no magic wand to wave to make customers click on an email or make a purchase.
BrewDog, a Bloomreach customer and an award-winning Scottish craft beer company founded in 2007, has a portfolio that includes breweries in the United States, United Kingdom, Germany, and Australia. But its online channel is a huge contributor as well and what helped it to achieve an incredible €215 million in total gross revenue in 2019.
Online clicks and conversions are vastly important for BrewDog and using intelligent data-driven email campaigns with Bloomreach Engagement has helped the Scottish brewer increase key metrics and spread its brand even further across the world.
BrewDog’s Winning Data-Driven Email Campaign
In cooperation with Bloomreach partner Voxwise, BrewDog has delivered many successful use cases with its use of Bloomreach Engagement.
One in particular stands out: 13.8% extra revenue generated in its completely random A/B split test in a data-driven email campaign.
BrewDog took a group of 80,000 customers and split it down the middle as half received a non-personalized version of an email and the other half received an upgraded version based on personalized data. Specifically, the personalized 40,000 customers were split based on:
- Web activity
- Recent purchases
- BrewDog investor status