Email Marketing for the medical industry: the Lacomes case
Case History
Lacomes has been operating since 1980 in the transformation and marketing of non-woven fabric products for the medical industry and the beauty sector. For over 40 years it has specialized in the production of disposable items for the medical and cosmetic market.
Needs
Lacomes had the objective of increasing its online sales opportunities. He also needed to organize all of his contacts.
Solutions
We have defined an email marketing strategy to help the company increase its contacts. For customer management, we have implemented the HubSpot CRM, with which to catalog contacts and create personalized lists.
Results
Contact management has been much simpler and more automated. The company has much more control over every communication flow. Furthermore, email marketing has led to an increase in contacts.
The brief
Lacomes had the objective of increasing its sales opportunities by periodically sending communications via email to its contacts. It also aims to organize all their contacts through a corporate CRM tool like HubSpot. For this reason, we were asked to implement and customize the platform.
The solution
To achieve the objectives defined in the briefing phase, we have taken action to improve various aspects relating to the Lacomes strategy.
Implementing HubSpot's Enterprise CRM and Marketing Hub
HubSpot is an excellent software for SMEs, for this reason we took care of the development of the system to make available to the customer all the tools that the HubSpot business CRM offers in the starter version, so that the customer could make the most of all the functionality that the software has to offer.
Specifically, we used HubSpot to:
Assign a role and specific activities to each user
Organize customer leads, prospects, and customers by custom properties.
Using HubSpot we also took care of the management and profiling of contacts based on their characteristics and personal data. Contact profiling is a very useful tool because by collecting user data, the chances of obtaining a good conversion rate increase, making the passage of contacts generated by marketing activities fluid.
Subsequently, we prepared a series of contact lists that allow communications to be automatically sent to the right target: for example, creating a "lead" list to which the first contact email should be sent, or a list dedicated to "customers" to which to target more targeted communications.
We then integrated the HubSpot platform with the client's third-party systems, such as their email, using HubSpot's native integration tools, which also allow you to integrate the company's b2b site and other marketing tools used by the client.
This function allows you to retrieve all the information from multiple sources, channeling them into a single system, without having to enter them manually.
Creation of email marketing campaigns
Finally, we have dedicated ourselves to creating email marketing campaigns, an excellent tool for establishing instant, effective and planned communication with users and collecting their data. Using email marketing correctly has proven to be a relationship-building and profit-building strategy for Lacomes.
Through email marketing we were able to contact Lacomes customers in a personalized way, informing them about a new product or a new offer or participation in events.
As a result we have improved the customer's brand awareness. Finally, we created captivating graphics for the Lacomes target followed by the drafting and optimizing the copy of the newsletters.
The result
Following the strategy developed for the customer, we have achieved excellent results.
Enterprise CRM and HubSpot Marketing Hub
Possessing CRM (Customer relationship management) software is an essential tool for managing relationships with all the people who, over time, have shown interest in their business. The customer has noticed an improvement in the activities in terms of operations and availability of information.
We set up the customer's HubSpot account based on his marketing activities and needs, helped him set up the domain, installed the tracking code, and made sure the data was flowing into the new all-in-one platform. one. This has allowed the customer to make the most of all that HubSpot has to offer.
We took care of the creation of standard templates for the newsletters, helping the customer in simplifying the activities by using this tool.
Instead, with HubSpot's “templates” feature, the customer was able to create templates for frequently used emails by letting HubSpot enter personalized contact information through special tools. Thanks to these convenient features, the customer benefited from resource advantages.
Email marketing
As far as email marketing is concerned, we have integrated the customers’ existing email, allowing him to have all the information of his contacts at hand, discovering how his customers have interacted with their communications, to generate leads.
Furthermore, with HubSpot the client received a notification every time a client replied to their marketing communications.
In this way we were able to collect data relating to the progress of the Lacomes newsletters, managing to understand and consequently calibrate the best strategy to be implemented.
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