How BrewDog Increased Revenue +13.8% Using Personalized Email Campaigns With Bloomreach

Story Behind the Brand

BrewDog is an award-winning Scottish craft beer company founded in 2007 by Martin Dickie and James Watt. Now the largest craft brewery in Europe, they operate 54 bars across the UK and 44 international bars. BrewDog has a portfolio that includes breweries in the UK, US, Germany, and Australia.

13.8

Extra revenue

15.6

More clicks

11.5

Higher conversion rate

Challenge

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.

Solution

Online clicks and conversions are vastly important for BrewDog and using intelligent data-driven email campaigns with Bloomreach Engagement, which is hosted on the Google Cloud Platform (GCP), has helped the Scottish brewer increase key metrics and spread its brand even further across the world. BrewDog was up and running with Bloomreach Engagement in less than a week thanks to Bloomreach’s native integration with Shopify.

In cooperation with Bloomreach partner Voxwise, BrewDog has delivered many successful use cases with its use of Bloomreach Engagement.

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

The next logical step for us was Bloomreach Engagement after outgrowing our previous marketing automation platform. It has the perfect combination of ease of use and complexity. It has truly enabled us to deliver personalized experiences at scale. This is just the beginning of a very long and successful partnership with Bloomreach and Voxwise that we are very much looking forward to.

Tom Reding

Group Digital Director, BrewDog

Results

Personalized data made all the difference. The customers who received the personalized email clicked on it 15.6% more of the time, had a 11.5% conversion rate, and generated 13.8% revenue compared to the 40,000 customers who all received the same non-personalized email.