About the customer
Herb UK are Natural hair colour specialists who have been making high quality hair colour, care and styling products in the heart of England’s New Forest for over three decades.
The company operates a number of different brands, such as Organic Colour Systems, Tints of Nature, and Oiamiga.
Herb UK’s mission is to provide organic, cruelty-free products to the Salon industry, enabling Salon professionals to operate naturally, ethically, without damage and without compromising on performance.
Herb UK received BCorp status in 2020 and are committed to ensuring their chosen suppliers reflect their company’s values and mission statement. As part of this commitment, Herb UK took an interest in migrating their email sending from MailChimp to a more climate-conscious supplier.
The challenge
As a company which operates a number of brands across a variety of countries, Herb UK had sophisticated messaging flows setup in MailChimp to nature, onboard, convert, and cross-sell across their subscriber base.
In order to migrate from MailChimp to EcoSend, the company required EcoSend to deliver on the following key business objectives:
Segment a large, global user-base into precise categories, according to properties such as location, industry-role, and workshop attendance.
Track and report back on their salons’ performance and engagement.
Integrate with their website Forms to capture new leads across their brands’ sites.
Announce upcoming workshops with a user-friendly HTML email tool.
Build sophisticated customer journey email-campaigns to onboard new salons onto their brands.
Herb UK also had a request, which their existing supplier were unable to provide, for implementing ‘deep-links’ into EcoSend emails.
Results
The team at Herb UK migrated their contact-base into EcoSend in just minutes thanks to our purpose-built MailChimp Importer.
Using EcoSend’s custom properties, Herb UK successfully segment their global and varied user-base into detailed categories. Each Smart Group can be monitored in realtime from the team’s EcoSend Contacts centre.
The team integrated EcoSend into their existing website Forms in order to capture new prospect data and ensure their sales pipeline continues to grow.
With EcoSend’s drag & drop HTML Broadcasts, Herb UK send out regular emails to announce upcoming workshops, confirm users’ attendance, and follow-up with attendees for feedback.
Herb UK also successfully implemented ‘deep-links’ in their messaging flows, enabling them to direct salon customers directly to their point of purchase through EcoSend messages.
Finally, Herb UK have set-up sophisticated messaging flows to trigger when new salons onboard with their brands. These EcoSend Sequences ensure new salons have all the tools and instructions they require to make use of Herb UK’s suite of products.
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