Introduction
VeVe, established in 2017 by David Yu and Dan Crothers, is a New Zealand-based company revolutionising the digital collectibles industry. Offering a mobile-first platform, VeVe enables users to acquire, display, and trade premium licensed digital collectibles, including 3D sculptures, comics, and artworks, from renowned brands such as Marvel, Disney, and DC Comics. Veve has been an amazing success topping the Android and IOS stores
The Challenge
VeVe faced challenges in managing user engagement, collecting actionable data, and maximising their marketing efforts using Hubspot. VeVe’s primary challenge stemmed from a combination of factors:
- <4% open rates: Despite their growing user base, VeVe struggled with email marketing engagement and deliverability
- 3 million contacts: With such a large contact list, VeVe needed a solution to manage the data effectively and weed out duplicates and bot traffic.
- Bad and unlinked data: The data was poorly segmented and hard to leverage for meaningful marketing campaigns.
- Poor segmentation: The segmentation issues made it difficult to target users effectively, impacting their communication strategies.
Additionally, while Hubspot was easy enough to use, its limitations in terms of data processing and multi-user support made it clear that a more powerful solution was necessary.
The Solution
To address this challenge, we implemented Salesforce Marketing Cloud to elevate their marketing efforts. By doing so, they to focus on:
- Strategy: A focused effort to maximise lifetime value through a more cohesive email strategy across all channels.
- Data: Access to more reliable, trusted data that was easier to use and integrate.
- Tool: A robust system with better IP control, automation engines, and beautiful marketing assets.
- Empowerment: With Salesforce Marketing Cloud, the marketing team was empowered to focus on creating ideal personas and strategic campaigns rather than dealing with the tool’s limitations.
The Results
VeVe saw a remarkable turnaround after switching to Salesforce Marketing Cloud:
- >40% open rates: Email open rates soared above 40%, significantly improving engagement with their target audience.
- Massive ROI: The improvements in engagement and campaign efficiency translated into a massive return on investment for the business.
- Efficient Rollout: Within 6 weeks, VeVe was able to implement the strategy and see results, including optimising the IP warming process within 10 days and expanding outreach in the following 5 days to a larger audience.
