It’s not every day that an online store you shop at lands in your lap, but for Katherine Swift, that’s exactly what happened. Resin Obsession is an ecommerce store that’s all about resin—resin jewelry, resin crafts, resin molds and tools and know-how—and as a resin jewelry artist, Katherine was a customer.
But in 2011, the founder of the shop decided to put it up for sale and reached out to people who understood and had a passion for the product—their customers. Katherine felt a pull to buy the store, so she did just that.
Fast-forward 8 years and Resin Obsession is growing its fanbase, engaging with more customers, and shipping to every continent (I mean, except for Antarctica). But after a couple stints with Constant Contact and Mailchimp, Katherine was feeling the limits of a traditional ESP.
In just 8 months after making the switch from Mailchimp to Drip, Katherine’s unleashed the power of segmentation and automation, and there’s no looking back. See what she did and how it’s all paying off for Resin Obsession and her customers.
Not All Customers Are Equal with an Ecommerce CRM
The truth is, Mailchimp worked well for a while. For Resin Obsession, it was a great way to build an email and get it out to everyone on a list. But the fun ended when Katherine wanted to advance her marketing strategies and do more than send a one-size-fits-all email to everyone.
Frustration grew around the fact that it was nearly impossible to track what customers were doing, segment them based on those actions, and respond with meaningful, relevant messages. With Mailchimp, every email strategy was very “either/or” instead of automatically responsive to real-life behaviors.
“People don’t go down the same linear path. With Mailchimp, if someone left the path, you lost them. They fit or they didn’t.” — Katherine
After taking the Resin Obsession reins, it was important to Katherine to help foster a creative, informative, and supportive community for any resin artist to come through her digital doors. But without the ability to pick out people based on what they were looking at or buying, she knew she wasn’t giving each unique person the experience they deserved.
ESPs aren’t built with ecommerce in mind. They’re best at doing things like sending out newsletters or blog post updates, not carefully delivering personalized messages to a broad spectrum of customers with a wide range of journeys. Fortunately, an ecommerce CRM is built just for this kinda thing.
Workflows and Automation Enhance the Resin Experience
In Mailchimp, Katherine was able to make some automated journeys for customers. For example, if they did Action Y, they’d be sent the email campaign triggered by Action Y. But the second a customer did something else? They’d get pulled from that sequence and...nothing.
They’d be lost in the ether, and Katherine was missing out on important customer relationships.
Drip’s automated visual workflows solved those woes, though. She can build workflows triggered by any type of action people take in her Shopify store. For example, some popular triggers include:
If someone becomes a customer
If someone isn’t a customer (yet)
If someone is outside the U.S.
What products or pages someone has looked at
What part of resin crafting someone is interested in
What content someone has engaged with
Check out just one of the many experiences Katherine's made for her customers:
And if someone’s happily inside one workflow but meets a goal that pulls them out, like making a purchase, the communication doesn’t end. They’re pulled into another marketing campaign that keeps the most relevant conversation going—automatically.
Plus, inside Drip, the customer experience isn’t limited to what’s on the website. Katherine looks to Facebook and Twitter to keep building her bonds with customers, and with Drip’s tight integrations with those platforms, she can weave multiple marketing channels into workflows if she wants to.
Making the Switch from ESP to ECRM and 27% Higher Revenue
Katherine’s been diving head-first into Drip’s segmentation, workflows, and automations. The work she’s been doing has been able to provide better experiences for her customers, and that’s not just any old gut feeling, either.
Since switching from Mailchimp to Drip 8 months ago, Resin Obsession has seen a 27% boost in revenue.
The nuanced journeys Katherine is able to build for all her unique customers is resonating with them, and the data shows it. On top of crafting versatile workflows that change with customers’ actions, she’s been able to build niche customer segments and drive revenue through highly tailored campaigns.
For example, when it came to introducing a new product at Resin Obsession, Katherine tagged and segmented people who had bought a different item from the same brand, then she sent them an email offering a free sample of the latest goods. That email had an open rate near 50%, which is far higher engagement than she would have gotten without the ability to segment.
Mailing lists are reflective of the people on them. They’re dynamic, flexible, and ever-changing. With Drip ECRM, it’s easier to identify people who’ve lost interest, re-engage past customers, or prune people who haven’t engaged in ages. All of which aren’t easy to do in Mailchimp.
“If you’re willing to learn and work with Drip, and you really want to reach that ideal person with the right message, go with Drip.” — Katherine
See What Drip Can Do for Ecommerce and Its Customers
Whether your customers are resin-obsessed or not, Drip ECRM can help your store enhance every unique customer experience just like Katherine did. With the help of Drip’s resources and support, she was able to identify, tag, and segment her customers (and all they’re up to) so she could make the most relevant marketing strategies.
ESPs like Mailchimp work well for companies that need to speak to all the people on their list about one thing that doesn’t change often. If you’re a blogger, for example, and you know the people you’re talking to just want to know about your next blog post, sending the same email to everyone works well.
But when you have a large, global customer base chock-full of people with vastly different interests, wants, and purchasing behavior? Well, you’re going to need something a little more robust that empowers you to understand and speak to each of those people with words that resonate. You might make due with an ESP, but like Resin Obsession saw, you’ll make better experiences (and more revenue) with an ECRM.
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