Morning Brew, a leading distributor of the daily email newsletter covering the latest news from Wall St. to Silicon Valley, achieved a remarkable feat by adding over 75,000 new subscribers in about 10 days only. This success story ignited curiosity and speculation within the business community, leaving many wondering about the secret behind Morning Brew's meteoric rise. Let’s explore how Morning Brew did it with the use of the latest marketing technology.
Referral Program with Marketing Technology
The Morning Brew introduced a new referral program, offering a unique incentive for subscribers: Refer Morning Brew to five friends and receive a premium pair of joggers delivered right to your doorstep for free. Referral programs are not new and many companies have them.
In fact, Morning Brew also had such programs in the past but they faced many implementation issues. From keeping records of new referrals and winners to dispatching the joggers, maintaining stock, and sending confirmation and tracking emails, Morning Brew was managing everything manually with spreadsheets, making the campaign sluggish and difficult to execute.
But this time, Morning Brew automated the entire process by involving technology in their marketing campaign. So how exactly did it work?
Morning Brew outsourced the referral program to a marketing automation SaaS startup Stitchi.co, which handled every aspect of the operation. Stitchi.co took charge of numerous functions, providing Morning Brew with a hassle-free experience. Here’s how Martech came into play.
Custom Design Printing on the Joggers: Stichi.co’s designers worked with Morning Brew’s marketing to create a unique, custom design with the logo and printed it on joggers.
Integration with Shopify: Once the design is printed on the merchandise, Stitchi.co integrated the entire operations with Shopify to manage inventory records and order processing.
Warehousing: It took the responsibility of securely storing all the merchandise in its warehouses so that Morning Brew doesn’t need to find and pay for the storage.
Packing and Distribution: Ensuring that winners received their joggers promptly and in perfect condition, Stitchi.co used its powerful technology that kept records of all the winners, collected their shipping addresses, dispatched the merchandise from the warehouse, and shipped them to each winner to their doorsteps around the US.
Automated Email Marketing Campaigns: MarTech partners also developed dynamic email sequences triggered by specific actions or events, which boosted engagement, increased conversions, and heightened Morning Brew's brand awareness.
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"We shipped over 8,000 pairs of Morning Brew joggers to our loyal readers, resulting in over 75,000 new subscribers. This was our largest growth campaign to date, and we love seeing pictures of our readers wearing their MB joggers on social media,"_said Jenny Rothenberg, Director of Growth at Morning Brew.
Unlike traditional referral programs, this one stood out due to its exceptional execution, ease of participation, and swift delivery to the winners. MarTech’'s role in this success story highlights the growing trend of cost-efficient SaaS applications in the promotional marketing field.
Engaging with Martech companies is easy and way cost-efficient. You will be saving on the entire management and labor cost of handling such programs, which includes record keeping, warehousing, packing, dispatching, and shipping.
The Evolution of Marketing Automation
Marketing automation is not a new concept, but its evolution over the years has been remarkable. Initially, it was primarily used for sending automated emails and managing customer lists. However, as technology advanced and customer expectations evolved, marketing automation platforms expanded their capabilities.
Today, marketing automation encompasses a wide range of functionalities, including lead scoring, segmentation, personalized content delivery, social media management, and analytics. This evolution would not have been possible without the continuous integration of technology and SaaS solutions.
The Crucial Role of Technology
Data-Driven Decision Making:
Big data and analytics have become the backbone of marketing automation. Advanced algorithms analyze vast amounts of data to provide insights into customer behavior, preferences, and trends. This enables marketers to make data-driven decisions and refine their strategies for better results.
Artificial Intelligence (AI) and Machine Learning (ML):
AI and ML algorithms power predictive analytics, allowing marketers to anticipate customer needs and automate personalized marketing campaigns. Chatbots and virtual assistants enhance customer interactions, providing immediate responses and improving user experiences.
Integration Capabilities:
Marketing automation platforms seamlessly integrate with Customer Relationship Management (CRM) systems, email marketing tools, social media platforms, and more. This integration streamlines data flow, ensuring a unified view of customer interactions across various touchpoints.
Personalization:
Personalization is key to engaging modern consumers. Technology enables marketers to create highly tailored content and offers, boosting customer engagement and conversion rates. Dynamic content and A/B testing are just a couple of examples of how technology enhances personalization.
Conclusion
Morning Brew's extraordinary growth and the success of its referral program underscore the value of innovative collaborations and streamlined operations. The role of technology and SaaS in marketing automation cannot be overstated. These tools have redefined the way businesses connect with their audiences, making marketing more efficient, personalized, and data-driven.
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