E-mail regains momentum to generate revenue at Puma

Social media has been a hot trend in digital marketing in recent years, but email has been around for much longer. The first email was sent in 1971, and the first email blast? Just 7 years later, in 1978, which generated $13 million in sales. Even though it’s been around for a while, experts say email marketing isn’t going anywhere. And with the profits it brings in, why would it? Email generates $42 for every $1 spent, which makes it one of the most effective options available. Plus, 78% of marketers have seen an increase in email engagement over the last 12 months. All the more reason to boost your email campaigns, and Kompass can help!

Here we share with you a great article by La Revue Du Digital that discusses the revitalization of email for global giant, Puma. You can find a translated version of the article below or click here to view the original article in French.

E-mail regains momentum to generate revenue at Puma

In the age of social networks, e-mailing remains an important business channel in order to generate income with its customers. This is the case with the German sports equipment manufacturer Puma, the third-largest player in the sector with Nike and Adidas, which is renewing its e-mailing approach in order to manage its customer relationships in a multi-lingual context. The company makes sure to address its CRM database taking into account multiple customer segments across different countries and in different languages.

Reaction to store closures during the Covid-19 pandemic

Puma is activating its audiences to increase revenue during the pandemic and beyond, as store closures in Europe were at their peak. Puma has expanded its marketing and CRM operations to identify and target high value-added segments and to develop its CRM database. In the space of 6 months, Puma Europe reports having recorded 3-digit growth – and therefore at least doubled – in revenue from its email campaigns compared to the previous year. The brand improved email engagement by growing its newsletter audience by almost 50%.

The tool put in place, the platform of Emarsys, a subsidiary of SAP, allows products and prices to be presented in the correct language depending on the country. “Now we know that when we send an email, the logic [Editor’s note: implementation in the CRM tool] is established so that the object will always appear in the right language and the products in the right currency and this depending on its location,” presents David Witts, CRM Manager at Puma Europe. “The [email] header and footer will be adapted. All our promotions will be displayed correctly according to the location of the customer,” he adds.

Targeting so that everyone sees the right content

The tool aims to deliver the right message, to the right person at the right time. “We can use block targeting to really target content and make sure everyone sees the right content. So we only need to build each campaign once,” he sums up. Puma is a sports brand created 70 years ago. It designs, produces, and markets footwear, clothing, and accessories. The Puma group owns the brands Puma, Cobra Golf, and Stichd. The company distributes its products in 120 countries and employs 14,300 people worldwide. Its head office is located in Herzogenaurach, Germany. The group generated sales of 5.3 billion euros in 2020.

Puma is the 3rd largest sports equipment supplier in the world

This article was originally published on La Revue Du Digital.

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