Case Study

OWNDAYS Revamps Customer Emails With Marketing Automation

The Challenge

With digitalisation in focus for brands, there remains a shortage of skilled marketing technology (MarTech) talent in Singapore. OWNDAYS, the fast-growing multinational eyewear brand, was seeking to improve its data consolidation practices and optimise its use of marketing technology – but lacked the internal capabilities to do so. They relied on standard email templates, which resulted in missed marketing opportunities. And as their data was siloed within different platforms, the brand found it difficult to form and act on a comprehensive, unified view of the customer, making it difficult to plan and take the optimal actions based on customers’ needs and preferences. OWNDAYS needed a partner to help them reach out to both current and potential customers at the moment of truth, with the right vehicle and message.

The Strategy

ADA worked with OWNDAYS to optimise their customer email engagement with a fit-for-purpose MarTech stack. The objective was to adopt and adapt to an email automation solution that could identify opportunities proactively as well as capture customer data in real time, while also sending personalised emails that meaningfully lifted conversion rates. ADA partnered with OWNDAYS to build a solid foundation in MarTech and hone a data-driven mindset.

The Execution

With ADA’s help, OWNDAYS consolidated their siloed data buckets into a unified and automated system, which offered two main benefits:

1. Systems integration

When MarTech tools complement each other, a stack is worth more than the sum of its parts. The result is not only automation and workflow optimisation, but also smoother cross-departmental communication, faster time-to-value, and higher return on marketing investment.

2. Email automation

ADA worked with OWNDAYS to set up automated email workflows for current and potential customers, reducing the time spent by the marketing team to compose and manually send emails to different audience segments. They optimised the workflow via a four-step process:

Discovery: An audit was conducted on OWNDAYS’s email marketing workflow and operating procedures. Their database, as well as features of their current platform and email templates, were also analysed.

Identify: Based on the insights gathered from the audit and analyses, ADA was able to discover marketing automation opportunities for OWNDAYS.

Develop: ADA presented their findings through a workshop and focused the discussion on the strategic prospects OWNDAYS should pursue to improve performance.

Implement: By implementing a one-time technical set-up for automation, OWNDAYS could generate their own monthly optimisation and reporting for each campaign.

owndays ADA

The Results

OWNDAYS acquired the tools to maximise their email marketing performance and to integrate previously walled-off data points, so they can deliver always-on and targeted email campaigns seamlessly to customers. OWNDAYS can now generate monthly in-depth performance reports as well as send automated newsletters to engaged subscribers complete with relevant promotions, new product launches, and personalised reminders on abandoned carts.

The result was a 15%-20% increase in open rate for automated customer emails versus the previous email templates. By taking a long-term approach towards MarTech enablement, OWNDAYS was empowered to deliver personalised value to customers on a continuous basis through system integration and email automation.