How Magnolia Bakery Increased Sales With Better Customer Data Using CM Group’s Sailthru Solution

As a business expands, it’s crucial that its marketing strategy and tools scale up alongside the developments made in other areas of the business. Magnolia Bakery is one business that progressed from emailing customers on an adhoc basis to running measurable and impactful email campaigns tailored to its customers. Working with Sailthru — part of CM Group and the leading personalized marketing automation SaaS solution for retailers, publishers and media— and its suite of connected data and tracking capabilities, they have gained both insight and sales from their marketing activities. Since joining forces with Sailthru, Magnolia Bakery has seen a huge boost in email opens, open duration and website usage. The average open rate for its emails has increased by 36% and customers are engaging with them at an unprecedented rate. Thanks to Sailthru’s email personalization tools, the average time spent on the website by subscribers has gone up by 35% while conversion rates have gone up by 39%. The impact of all of this is revenue growth and longer-term customer retention. For instance, about 10% of its daily revenue in Q4 is attributable to the emails sent that day. “On the days we send emails, we see a six to eight percent revenue lift,” said Magnolia Bakery’s Media and Marketing Manager, Adam Davis. “By making our strategy more thoughtful, we’ve uncovered email as a gem for our business.” Magnolia Bakery went from a local favorite to a globally-recognized brand and, as it grew rapidly, realized that it had outgrown its previous approach to email marketing. By making use of Sailthru’s audience building, A/B testing and email personalization capabilities, Magnolia Bakery created targeted messaging that aligned with its customers’ wants and needs. Click here to download the full case study and read more about how Magnolia created custom campaigns and a continuous feedback loop to keep its audience engaged.

How Magnolia Bakery Increased Sales With Better Customer Data Using CM Group’s Sailthru Solution

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