Hausgrohe refines its B2B e-mail marketing with EVALANCHE

The company, founded by Hans Grohe in 1901 in Schiltach/Black Forest, has developed as the Hansgrohe Group into one of the few global players in the international sanitation industry over the past few years.

Currently, the bathroom and sanitation specialist employs more than 3,200 staff at its headquarters and in its subsidiaries in 37 countries on every continent; around two thirds of the employees are in Germany. An important strategic goal of Hansgrohe AG is the expansion of the worldwide innovation and designer leadership. This is best documented by some international awards from 2010.

  • Ranking 12th among around 1,900 participating companies in the ranking of the renowned International Forums Design, this makes it the clear number 1 in the sanitation industry.
  • For the second time in succession, Hansgrohe AG was presented with the highest German design award, the design prize of the Federal Republic of Germany, in February 2011.
  • Philippe Grohe, the grandson of the company’s founder, was presented with the “Services to the Industry Award” of the British “The Designer Magazine” in 2010.

Another important factor in the success of the Black Forest-based company is the targeted expansion of its international market presence. In 2010, it set up subsidiaries in Abu Dhabi and in Brazil. The internationalisation of the market development is supported by innovative tools that can be used throughout the Group, among others, with the introduction of an innovative e-mail marketing solution.

Initial situation

To date, Hansgrohe has primarily opted for classic media and publications on the Internet in its marketing. Instruments of direct marketing tended to be used more cautiously in some areas. Individual subsidiaries had already gained positive experience with e-mail marketing. On this basis, the decision was taken to introduce an e-mail marketing solution in the Hansgrohe Group that was suitable for all parts of the company and had to meet a demanding catalogue of features:

  • Multi-client capability for all areas
  • Global software as a service in all languages
  • Top usability with very simple usage via CMS and browser
  • Centralised management for releases of templates and content
  • Integration of existing CRM for campaign management
  • Maximum availability as well as security and quality standards
  • Integrated cross-media at the click of a button as HTML mail, web, PDF, audio and podcast

International roll-out

The pioneer in the multi-lingual introduction of the e-mail marketing tool was the Swiss subsidiary of Hansgrohe, which communicates to its customers in German, French and Italian. Based on their experience in Switzerland, they succeeded in launching the productive application at 24 subsidiaries and for two central departments in the company headquarters with strategically planned training campaigns of the manufacturer in a very short space of time.

Initial experience

The international introduction of e-mail marketing already proved itself directly after the roll-out.Through the top usability of the selected solution with intuitive usage, it was possible within a very short space of time to successfully manage 231 international mailings.The average opening rate was more than 50%, whereas fewer than 1% of the recipients made use of the opportunity to unsubscribe to the newsletter again.Compared to previously practised direct marketing by letter, this is major progress.This applies all the more as the cost is considerably lower and the feedback for the performance control is more transparent than ever before.

Spectrum of usage

 

Hansgrohe currently uses e-mail marketing to support broad-based companies, for event invitations and to send out different newsletters.The target groups are direct sales partners such as wholesalers, fitters and retail as well as architects, interior designers and journalists.

Quality control

For the quality control, the e-mail marketing solution offers a comprehensive range of integrated test functions. This means that a great deal can be checked before the mailing is sent:W3C conformity of the HTML code, spam check, mail client check, mobile check, test quality and eye tracking.

The approval of campaigns is carried out centrally by test dispatch of marketing to the managing director of the respective subsidiary.This is also where the final performance control is done – on the basis of comprehensive and meaningful statistics and reports.

Future planning

After the successful first phase of the roll-out in 2010, further subsidiaries and departments will be using the tool in the Hansgrohe headquarters before the end of the year.

Further usage for the B2B communication at events and trade fairs as well as for invitation process and the response processing are also planned.

Level 2 of CRM integration, in which processes for the response processing and the creation and integration of web forms on the Internet are planned, is also important.

One example are newsletter registrations with automated reply mails and double opt-in procedures.

These are an integrated component of the e-mail marketing solution and are transferred from there directly into the CRM.

Download of the case study as a PDF

The company, founded by Hans Grohe in 1901 in Schiltach/Black Forest, has developed as the Hansgrohe Group into one of the few global players in the international sanitation industry over the past few years.

Currently, the bathroom and sanitation specialist employs more than 3,200 staff at its headquarters and in its subsidiaries in 37 countries on every continent; around two thirds of the employees are in Germany.

An important strategic goal of Hansgrohe AG is the expansion of the worldwide innovation and designer leadership.

This is best documented by some international awards from 2010.

Ranking 12th among around 1,900 participating companies in the ranking of the renowned International Forums Design, this makes it the clear number 1 in the sanitation industry.

For the second time in succession, Hansgrohe AG was presented with the highest German design award, the design prize of the Federal Republic of Germany, in February 2011.

Philippe Grohe, the grandson of the company’s founder, was presented with the “Services to the Industry Award” of the British “The Designer Magazine” in 2010.

Another important factor in the success of the Black Forest-based company is the targeted expansion of its international market presence.

In 2010, it set up subsidiaries in Abu Dhabi and in Brazil.

The internationalisation of the market development is supported by innovative tools that can be used throughout the Group, among others, with the introduction of an innovative e-mail marketing solution.




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