Viherpeukalot took their marketing automation to the next level

Viherpeukalot had achieved good results with its newsletter and their two automations for saving shopping transactions.

The revenue generated in euros had sparked an interest in developing marketing automation and email marketing further. Viherpeukalot wanted to find out how much more revenue could be generated by other simple measures.

CEO Kimmo Hirvonen wanted to take things to the “next level”, and Viherpeukalot started looking for a partner.

The newsletter made the e-commerce sector cower

Viherpeukalot also wanted to find out which automation tool best supports the marketing team’s busy daily routine.

The tool in use caused a lot of manual work. For example, products could not be dragged directly into the message boards, but each product description, price and link had to be entered separately.

The same tool could not be used to track sales results in euros, so the benefits of each message had to be found elsewhere.

In addition, Viherpeukalot had to manually produce the newsletters in batches so that the online store was not overloaded at once due to a surge in traffic.

The new tool was selected by comparison

The collaboration between Hopkins and Viherpeukalot started with the selection of a marketing automation tool.

Hopkins identified the immediate needs and future opportunities and worked with Viherpeukalot, e-commerce and ERP partners to find a suitable solution.

The result was a list of must-have and nice-to-have requirements and a price comparison from which the selection was made.

Hopkins recommended Custobar to Viherpeukalot, which is ideally suited for online and brick-and-mortar retailers.

Custobar brought relief to a busy everyday life

Many of Custobar’s features responded directly to Viherpeukalot’s needs:

• It is easy to add products to message boards by dragging them from the e-commerce catalogue.
• Sales results in euros can be tracked directly for each message.
• An email throttle is used to distribute the spike of visitors to the online shop over the desired time period.

In addition, many of Custobar’s features, such as the RFM matrix, help to better identify buyer segments and target messages.

Viherpeukalot was already using Nosto for product recommendations in its online shop, and Custobar integrates with it, so the familiar tool could continue to be used for message content. In addition, Custobar supports the very important advertising channels Google and Facebook.

Viherpeukalot acquired the tool licence directly from Custobar, after which the deployment project was jointly managed by Custobar and Hopkins. The aim was to ensure that all parties were aware of what each other was doing and that the tool would be up and running before the key spring 2022 sales season.

Sparring over silos

The collaboration with Hopkins continued after the launch in spring 2022.

Viherpeukalot specifically wanted a sparring partnership, where experts in marketing automation and digital analytics work together to look at the buying pipeline and its performance.

It regularly generates suggestions for improvements, which are implemented by the Viherpeukalot in-house team. Results are monitored and acted upon together.

For example, using analytics data and an A/B test suite, we were able to jointly validate which days of the week and broadcasting times work best for the target audience, i.e. which bring the most sales to the online store.

The cooperation has also included automation design, measures to grow the marketing register and benchmarking of competitors.

This is how Aino Korjala, Marketing Manager at Viherpeukalot, describes the cooperation:

“We have been very pleased to work with Hopkins. They have a good understanding of our needs and the nature of our business. Hopkins has challenged our ways of working and made us rethink them. The whole purchasing pipeline has been critically reviewed and the collaboration has resulted in increased sales in both the short and long term. In addition, the cooperation has been very pleasant and straightforward!”

Susanna Junnila of Hopkins describes the collaboration this way:

“Viherpeukalot is a pioneering Finnish e-commerce company and is highly profit-oriented in its operations. Data-driven digital marketing is a pleasure to do, as even customers make their decisions based on numbers.”

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