Working with Silverpop, retailer T.M. Lewin used creative email campaigns to grow social media presence and increase ROI.
Founded in London in 1898, T.M. Lewin offers a range of clothing, from suits and shirts to ties and casual wear. It operates from 100 stores in the United Kingdom and has a thriving online operation, with customers in the United States, Australia and across the globe. T.M. Lewin’s online operation continues to be of strategic importance to the business and brand.
The challenges
With its combination of stores and international online audiences, T.M. Lewin needs a digital marketing solution that can hold a range of customer and prospect data and had the power to deeply segment the database as needed. In addition, T.M. Lewin recognises the value of social media and community marketing and wants to continue to build its social presence. Its website already featured a popular community section where visitors could get style and sizing advice, read blogs and watch videos, including the ever-popular ‘How to Iron a Shirt’ guide. T.M Lewin needs an email provider that understood the value of multichannel marketing and could help it blend its online, offline and international presences with ease.
The solution
By using Silverpop Engage, the team at T.M. Lewin is able to centralise all its customer and contact data, enabling its marketing teams to segment the data for its needs using the power of Engage’s data query functionality. New marketing team members are able to quickly and easily carry out Silverpop’s online training to get up and running so they can access reports and data.
Being able to target communications has complemented T.M Lewin’s efforts to unify its social media and email efforts to drive engagement and increase its database size. For example, T.M. Lewin used Engage to send an email containing an offer to enter a competition and win a weekend in New York. The email pointed to a landing page, which the T.M. Lewin team created in Engage, where recipients entered data and could opt in to receive future email communications. In addition, the company also incorporated Share-to-Social links in its emails to encourage subscribers to spread the word about the competition.
After the success of the New York prize draw, the marketing department decided to run another competition — this time a quiz that would help bring together more of the brand’s assets. Again, the marketing team used Engage Landing Pages to set up a new competition, this time involving a five-question, multiple-choice quiz.
It then used Engage to send out a series of ‘teaser’ emails introducing the quiz concept and letting contacts know how to find the competition answers. It sent three emails across a two-week period, each promoting the quiz and another T.M. Lewin asset. For example, one of the emails told its contacts to look out for the new catalogue, as one of the quiz answers was hidden inside.
To help further drive brand engagement, the team used creative that helped reinforce the quality and heritage of the T.M.Lewin brand. For example, the winner of the quiz wins £1,898 to spend in a store, reflecting the year the brand was established. Even the third prize followed this theme, with winners receiving a gift card for £156 — there are 156 stitches in each T.M. Lewin buttonhole!
The results
The prize draw for the New York competition was a huge success that helped to grow the T.M. Lewin database. The combination of shareworthy content and social-sharing links led to the promotion being shared by more than 4500 subscribers — a fantastic measure of how engaged T.M. Lewin’s database is with the brand and how email can help drive social buzz and tangible results.
This quiz campaign was a big success for the company, surpassing all expectations as it drove more than 20,000 responses. Store revenue attributable to the campaign was impressive, and the marketing team were able to grow its mailing list by a considerable number. In addition, T.M.Lewin saw a 4 percent increase in Twitter activity, a 45 percent increase in Facebook “likes,” and a rise in the average Facebook engagement rate from 3 percent to a massive 37 per cent during the time the quiz was open.
Guillaume Brocart, Digital Marketing Manager for T.M.Lewin in the UK commented: “Using Silverpop allows us to combine the power of email with the buzz of social media to help us engage our customer base and increase revenue. We’re pleased to partner with Silverpop to help us increase our return on relationships.”
