Flanco Smart Discounter leverages theMarketer and AWS SES to deliver laser-focused email marketing campaigns, drive sales, and enhance customer engagement

In May 2024, Flanco, one of Romania’s largest electronics and IT retailers, joined theMarketer to streamline and improve its email marketing efforts. A critical factor in their decision was theMarketer's strong commitment to cybersecurity and data protection, which aligned with Flanco’s own rigorous standards.

Flanco’s confidence in theMarketer was bolstered by the platform’s compliance with industry-leading data security protocols, including ISO 27001 certification and successful cybersecurity assessments. These measures, alongside features like two-factor authentication (2FA) and data anonymization, ensured that Flanco’s vast subscriber base remained protected.

The IT&C retailer also took full advantage of theMarketer's capabilities as a Customer Data Platform (CDP) by integrating their ERP system, mobile app, physical stores, and website. This seamless integration enabled Flanco to create a 360-degree view of their customers, allowing them to deliver personalized, multi-channel marketing across all touchpoints.

"Initially, we turned our attention to theMarketer because it aligned perfectly with what Flanco wants for its customers: personalized, flexible communication focused on the customer’s area of interest and preferred products. We wanted an easy-to-use platform with an intuitive interface, maximum email deliverability, and an efficient reporting dashboard”, claims Ovidiu Nicusan, Flanco’s Marketing Director.

Transitioning from their previous provider was smooth and efficient, thanks to theMarketer's integration with Amazon SES. This powerful combination allowed Flanco to take full control of their direct marketing strategy, focusing on personalized, data-driven email campaigns with outstanding results.

One key aspect of the integration involved validating Flanco's domain for sending through Amazon SES using DKIM and SPF authentication. These protocols ensured that Flanco's emails would be securely delivered, adding an extra layer of trust and authenticity—a critical component for a brand of its size.

The entire onboarding process—including testing the new infrastructure and defining the direct marketing approach—was completed in just over one month, an impressive timeline for an enterprise-level client.

Flanco’s first email campaign, sent on July 3rd, 2024, proved the effectiveness of their new approach. The campaign achieved a 14.3% open rate, a 3.72% click rate, and a 1.6% conversion rate.

These numbers matched or even surpassed benchmarks for the Romanian IT&C market, supported by an excellent deliverability rate, with 99.78% of subscribers receiving the newsletter.

By consistently applying their email marketing strategy, Flanco experienced significant growth. Personalized email campaigns, focused on special offers and product recommendations, led to an increase of up to 28.6% in open rates, a 22.5% boost in their average click rate, and a 128% increase in newsletter-generated sales within just two months.

But, by far, the most impressive result they achieved was thanks to the synergy between personalized newsletters and automated journeys, which increased their direct marketing sales by a whopping 5 times.

Flanco’s strategy didn’t stop at newsletters. They fully embraced automated email flows, such as cart abandonment and feedback request emails, which contributed to 13% of total email marketing sales on average. These automated flows ensured that customers remained engaged, and potential sales opportunities were maximized at every stage of the buyer’s journey.

Flanco’s collaboration with theMarketer and Amazon SES further demonstrates how a streamlined approach to direct marketing, paired with the right tools, can drive results quickly. The setup process was efficient, and the results from the first campaign exceeded expectations, confirming the reliability and power of this integration.

Flanco’s collaboration with theMarketer and Amazon SES further demonstrates how a streamlined approach to direct marketing, paired with the right tools, can drive results quickly. The setup process was efficient, and the results from the first campaign exceeded expectations, confirming the reliability and power of this integration.

• Seamless Domain Authentication: Flanco appreciated the simplicity of DKIM and SPF authentication, ensuring the security and authenticity of their email campaigns.
• Automated Infrastructure: The automatic creation of an AWS sub-account and DNS record retrieval simplified the onboarding process, allowing them to focus their resources on marketing strategy rather than technical setup.
• Outstanding Deliverability: With 99.78% deliverability, Flanco could confidently reach their entire audience with minimal risk of emails landing in spam folders.

“Our experience with theMarketer has far exceeded expectations. Flanco’s ambitions and the benefits we aim to offer our customers in email marketing and loyalty found complete solutions within theMarketer platform. We are committed to maintaining this momentum and continuing to develop new ways of communicating with our customers”, Ovidiu adds.

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