Benefit Cosmetics used Bloomreach Engagement to successfully deploy its incredible “Blush Launch” omnichannel campaign, which combined email, lead generation, and weblayers. Email marketing played a critical role in moving customers forward in their journey with Benefit after acquisition through other channels.
The Benefit Cosmetics marketing campaign was split into three sections: pre-launch, launch, and post-launch. Each section had different objectives (driving launch awareness, recruiting new customers, supporting sell-through) and communications were sent using Bloomreach Engagement to help accomplish these goals.
Benefit Cosmetics heavily segmented its customer audiences, splitting them up into previous buyers, VIPs, and customers who opted in for the waitlist (in exchange for an exclusive promotional gift with purchase offer and access to the new launch before other customers). Four pre-launch emails were sent to set the scene for the campaign, drive excitement for the new launch, and push people to sign up for the waitlist.
The customers who signed up for the waitlist then entered a short countdown workflow. Emails sent to those customers had an incredible 10.10% average click-through rate overall — a direct result of Benefit’s efforts and the real-time segmentation capabilities of Bloomreach Engagement.
When the campaign launched, Benefit’s creative marketing mindset and incredible products, combined with Bloomreach Engagement’s customer journey orchestration, proved to be the backbone of the campaign. Click-through rates on Blush Launch emails were 50% higher than the average Benefit campaign this year.
Benefit’s marketers were able to understand their customers’ journeys through Bloomreach Engagement and use those insights to inform and execute the next action of their campaign. They also reported on the end-to-end success of their launch across channels using the custom reporting and analytics tools within the platform rather than relying on complex business analytics tools or Microsoft Excel.
Ultimately, Benefit was able to attribute leads and orders to the right channels thanks to an all-in-one platform, and could make an educated decision on where to invest to optimize future campaigns.
