“Stripo is a high-quality device that minimized the time and assets we spent” — Stripo.e-mail

Generally, in-house workers and outsourcing company representatives put together model e-mail advertising campaigns collectively. Thus, it’s essential to simplify all phases of e-mail manufacturing and synchronize all processes.

Kateryna Tietievina, marketing campaign and lead acquisition specialist at Lyreco Poland, explains how the Lyreco model builds such interactions between the e-mail advertising group and outsourcing businesses and the way Stripo helps them with this.

About Lyreco

Lyreco is a global provider of office necessities. The merchandise supplied by the corporate embody stationery, paper, workplace equipment, furnishings, toners, and printers. Along with distributing workplace provides from main producers, it additionally presents its personal model of workplace provides.

E mail advertising contains a significant a part of Lyreco’s digital advertising. They work within the Polish B2B market and talk with their purchasers twice every week.

There are 10 workers within the digital advertising division, and one is chargeable for formulating e-mail methods for the corporate and retaining leads. 

Problem: To gather all e-mail templates in a single place and work collaboratively

The Lyreco e-mail advertising group was tasked with bettering the interplay between the group and businesses throughout e-mail constructing, modifying templates, and making adjustments.

Due to this fact, they wanted a device that allowed them to do the next:

• create an e-mail with a lovely, various design and add new trendy options;
• construct quicker templates with cell model adaptation;
• retailer all of the templates created by Lyreсo and company specialists in a single place that made working with them handy;
• export templates simply to Eloqua ESP for sending to subscribers.

Resolution: How the implementation of Stripo went

Onboarding course of

In the course of the onboarding course of, the Lyreco group had a gathering with the Stripo help group. In the course of the assembly, they defined the best way to use the e-mail builder to the Lyreco group and their outsourcing businesses. 

Later, the marketing campaign and lead acquisition specialist organized particular person conferences with new workers on the group for onboarding.

Workflow for creating e-mail campaigns

Model and company representatives work collectively on every e-mail marketing campaign:

• from the Lyreco model — mission supervisor and e-mail marketer (two individuals for each marketing campaign);
• from the outsourcing company — copywriter, designer, and e-mail builder specialist (three individuals).

The outsourcing company group makes all e-mail templates for Lyreco. The method of e-mail creation contains six steps:

1. The mission supervisor creates new duties in Asana for the entire group: copywriter, designer, e-mail builder specialist, and e-mail marketer.
2. The e-mail marketer builds a multistep marketing campaign and describes concepts for the designer and copywriter.
3. After content material and design approval by the mission supervisor and e-mail marketer, the e-mail builder specialist creates an e-mail template in Stripo. 
4. The e-mail builder specialist sends a take a look at to the e-mail marketer. 
5. The e-mail marketer approves it from a technical viewpoint and exports it to Eloqua. 
6. The e-mail marketer units up a marketing campaign in Eloqua.

Different instruments for use for e-mail advertising marketing campaign preparation

The next instruments are additionally used for communication and job administration:

• Outlook, Asana, and Groups — all instruments for communication between group members;
• Figma so as to add feedback about design; 
• Asana — for feedback within the step e-mail constructing.

We’re ready for the brand new model of Stripo, the place we will add feedback in a single place and needn’t use Asana for it.

Kateryna Tietievina,

Marketing campaign and lead acquisition specialist at Lyreco Poland.

Moreover, in 2024, Stripo plans so as to add real-time co-editing and commenting performance to the Stripo editor to make e-mail collaboration much more handy.

Outcomes: How Stripo helps decrease the time and quantity of assets used for Lyreco e-mail advertising

First, utilizing Stripo, the Lyreco e-mail advertising group has accomplished numerous duties, together with the next:

1. Collected all e-mail templates in a single place. 

2. Began to make use of new e-mail options and design components; examples are supplied beneath. 

• Timer for short-term promotion (1–2 days): 

(Supply: E mail by Lyreco)

(Supply: E mail by Lyreco)

• HTML editor to implement dynamic content material in a couple of minutes in Eloqua for customized promotion to each section of their shopper base:

(Supply: E mail by Lyreco)

3. Constructed quicker templates with cell model adaptation — the flexibility to cover components (cell and internet variations) helps us with design because it permits us to point out particular components to each buyer and maximize design adaptation for cell customers.

(Supply: E mail by Lyreco)

Once we began to make use of Stripo, we began utilizing extra attention-grabbing e-mail templates and options to make emails extra engaging. We’re upset that we will not use the AMP e-mail template as a result of we work with the Eloqua system, which doesn’t help AMP.

Kateryna Tietievina,

Marketing campaign and lead acquisition specialist at Lyreco Poland.

What the outcomes of working with Stripo appear like

Lyreco began to make use of Stripo to construct emails at the start of 2023. We requested the Lyreco e-mail advertising group to share the outcomes of their work with Stripo.

They primarily centered on conversions and click on charges. They’re working within the B2B market and its affect on their experiments. For instance, they created an onboarding marketing campaign for his or her purchasers, and essentially the most profitable have been these e-mail templates.

(Supply: E mail by Lyreco)

Some extra outcomes for the onboarding marketing campaign that included 4 e-mail templates:

• Distinctive open charge — 56.8%;
• Click on-to-open charge — 37-41%.

The group in contrast the outcomes with different onboarding campaigns, in addition to with outcomes of Lyreco Group branches in different international locations.

They’re presently testing personalization and dynamic content material that affect rising OR and CR. 

The most effective Stripo choice that saves our time is modules that we will save and share in different initiatives. I can search and discover nice examples within the “Ready e-mail templates” folder and avoid wasting concepts concerning what we will use in our future e-mail templates. The Polish market usually would not have purposes that may compete with Stripo. Our outsourcing businesses have been pleasantly stunned by the high-quality device, which minimized the time and assets we spent.

Kateryna Tietievina,

Marketing campaign and lead acquisition specialist at Lyreco Poland.

Future plans and new options

This 12 months, the Lyreco group began to check dynamic content material for the target market, and Stripo helps construct examples for it shortly and simply.

It could be good to have a few of our personal tutorials or paperwork within the Stripo account that embody the principle guidelines that we will add for different groups. It isn’t like a model ebook. We have already got world Lyreco Group pointers for the Intersafe and Lyreco manufacturers.

And we’ve some technical guidelines, for instance, “For the Outlook model, we flip off some settings,” or what must be finished with the cell model or colours within the background. It could actually assist our group maintain all the pieces in a single place and never duplicate errors in a brand new template.

Kateryna Tietievina,

Marketing campaign and lead acquisition specialist at Lyreco Poland.

Sadly, they can’t now use AMP e-mail templates or good components with hyperlinks on the webshop as a result of they don’t have superior performance on their aspect; nonetheless, sooner or later, they wish to implement and use it. 

As well as, subsequent 12 months, they wish to take a look at AI topic traces and content material. 

Wrapping up

On this use case, you may see an instance of an interplay between the Lyreco digital group and outsourcing businesses that assist them put together e-mail templates. It will be significant for all contributors to have a device for shortly constructing templates, accumulating them in a single place, and speaking conveniently. 

The capabilities of the Stripo editor for teamwork are already spectacular, and we plan to extend them sooner or later.