Maturing email marketing and B2B operations integrated into a custom ecommerce store with Dip Devices
/ email marketing, custom integrations, marketing strategy /
Custom Klaviyo Integration
Integrated with their completely custom e-commerce site
Full E-Commerce Email Flow Implementation
Welcome series, abandoned carts, post purchase flows, etc.
“MH Digital Group has done an excellent job with digital marketing and data-backed decision making for multiple projects for us. They have always created and executed a good strategic plan, regardless of the project state or goals. We highly recommend them to anyone looking to improve their marketing plans and increase the effectiveness of their dollars spent.”
The Client
Dip Devices - a leader in bringing premium, innovative vaporizers and accessories to the dynamic cannabis marketplace with focus on quality, originality, social consciousness, and caring customer service.
The Challenge
Focused primarily in the early phases on Social Campaigns and B2C awareness, they had little in place for B2C conversion and retention, nor much B2B presence, with sporadic promotional email blasts to their subscriber base.
Because of the technical limitations in the cannabis space, they were forced to build a custom ecommerce platform, with limited flexibility outside of standard ecommerce store functionality.
Our goal, beyond implementing the right technology, was to come up with creative new ways to accomplish traditional marketing goals given these constraints.
The Process
It was vital we select an ESP tool with a good API library so we could create a fully integrated Email Program for B2C customers using behavior-based triggers to market to them through email effectively flows like with Welcome Series, Abandoned Carts, and Product Upsells
With limited sales reps and account managers on the B2B side in addition to no flexibility in wholesale changes to the dipdevices.com top level domain, we also built B2B communication and flows into the email platform for B2B self service, in addition to standing up parallel, self service, Brand Partner application and Support microsites to facilitate qualifying and managing B2B operations.
The Results
Dip Devices went from purely awareness-based marketing efforts to true engagement with their subscribers, customers, and partners. They were doing a great job generating new customers but struggled taking the next step. Through the newly created and custom integrated email program, we’ve been able to automate and nurture the B2B contacts to continue to make purchases while keeping communication consistent to B2C contacts (encouraging repeat purchases, referrals, social events, IG engagement and charity donations).
