Sporting Goods Email Marketing

At DGS, I led a comprehensive overhaul of the email marketing strategy for both the existing DGS brand and the newly introduced DGS Ninja brand. I began by transitioning their Email Marketing System (EMS) to Zoho Campaigns, consolidating both brands into a single, cost-effective platform. This switch provided access to essential tools such as surveys, automation, and advanced analytics.

To measure the impact of these changes, I implemented eCommerce analytics to track sales conversions from the campaigns. I also set up automation for welcome email campaigns and dynamic segmentation based on user activity and signup funnels. I increased email frequency from one to three times a month to a more consistent 3-4 times a week, targeting both B2B and B2C segments. This included both new campaigns and follow-up emails to non-openers.

Previously, emails were created using HTML on a legacy platform. With Zoho’s drag-and-drop system and templates, I streamlined the process, designing templates that ensured a cohesive look for both brands, while incorporating slight variations to reflect each brand's unique identity. This improved consistency and enhanced brand recognition across all campaigns.

In 2022, the email campaigns had a 10% open rate and a 0.25% click-through rate. With these new changes, by the end of 2023, the open rate reached 45.4% with a 0.9% click-through rate, and in 2024, these numbers rose to 60.8% open rate and 1.1% click-through rate, demonstrating the effectiveness of the revamped strategy.