Image Skincare launched their B2C ecommerce website at the end of 2017. They had email marketing on Mailchimp but realised they needed to shift to two different tools for their B2B and B2C verticals. However, they had a very small digital team at the time, resulting in a bandwidth issue.
The Image Skincare team decided it was time to look for help managing their emails, optimizing campaigns, and reporting on the results.
“We needed an extension of our team,” said Audrey Persicot, Director of ECommerce and Digital Marketing at Image Skincare. The team knew they wanted to see positive change in their email marketing strategy but didn’t have the time or bandwidth to learn and train new hires on two new platforms.
Image Skincare began reaching out to agencies that specialized in Pardot or Listrak, hoping to find someone to manage their B2B and B2C email marketing. However, they found it difficult to find a single agency willing to work with multiple email platforms.
Image Skincare found EBQ, who was easily able to adapt the company's email marketing goals to two platforms in order to help with their email marketing strategy.
EBQ specialists moved Image Skincare’s B2C emails to Listrak, allowing for integration with their eCommerce store, and their B2B emails to Pardot for account-based marketing and customized content.
Not only was Image Skincare able to save time by outsourcing their email marketing, EBQ’s expert specialists were able to save Image Skincare time and effort by covering both platforms from one organization.
Now, EBQ has become an extension of the Image Skincare team. “At this point we talk to EBQ as much as we talk to people in our own internal team. We talk to EBQ’s team every single day,” said Persicot.
Image Skincare has the reliable and approachable team they needed without having to put time and resources into finding and training new team members. EBQ’s team facilitates a reactive and responsive workflow, making it easy for Image Skincare to keep up with their email marketing campaigns and focus on growth.
EBQ’s team of specialists has helped Image Skincare’s B2C database grow from 7,000 people to over 160,000.
As the company’s database grows, so do they. As the company expands, EBQ is there to support the growth.
The team now helps with marketing for US B2B, US B2C, and UK B2C audiences. As a result, Image Skincare is able to handle a higher number of programs and campaigns and send a higher volume of emails than they could on their own.
EBQ also helps Image Skincare have a better understanding of their email marketing data, providing insight for their future marketing strategies.
“When it comes to email marketing there’s a lot of data,” but the real question, Persicot says is, “How do you make this actionable? How do you make things better?” EBQ’s team analyzes the data and provides direction for the Image Skincare team to continue to improve their marketing strategy and growth.
“Now we have takeaways in our reports and that really helps to make better marketing decisions.”
Image Skincare uses data from past email campaigns and suggestions from the specialists at EBQ to improve their future marketing strategies. Data-informed marketing strategies allow them to further a key part of their business.
“Email marketing is one of those pillars that you need to grow, so it’s definitely a very important part of our business today. We appreciate the EBQ team and everything that they do”.
EBQ’s email marketing services have allowed Image Skincare to expand their audience and grow their business. As the company continues to grow, EBQ will continue to provide support and act as an extension of their internal team.
Email marketing is one of those pillars that you need to grow, so it’s definitely a very important part of our business today. We appreciate the EBQ team and everything that they do.