Snuggle Hunny increases click engagement by 1100% with Dotdigital

Personalize communications to increase lifetime customer value

To ensure Snuggle Hunny had the ideal foundations in place to realize the huge potential of the brand, it migrated to the Shopify Plus ecommerce platform in 2024. In addition to providing a website that its consumer and wholesale business customers could depend upon, the company wanted to put a strategy in place to add greater levels of personalization to its email communications.

Providing timely, relevant and engaging content would enable the brand to nurture long-term loyalty and increase lifetime customer value. To achieve these goals, the Snuggle Hunny team turned to Dotdigital and its email and SMS marketing automation platform.

Ecommerce integration and multi-channel personalization

Using the Dotdigital platform, the team has taken its customer engagement to the next level, not only introducing innovative new ideas and personalization within its emails but also successfully expanding its communication channels to include SMS.

One of the first campaigns Snuggle Hunny embarked upon with Dotdigital was for its Easter Egg Hunt, setting up webpages, online registration forms online, and using the ability to geotarget customers. On the morning of the hunt, the team used the platform to email and SMS each participant, which achieved an impressive 78% open rate.

Snuggle Hunny has since run many successful campaigns which embrace the capabilities of the Dotdigital platform. Automations now include dynamic content featuring personalized subject lines, preheaders, as well as product recommendations based on each customers preferences and purchase history.

A major advantage of using the Dotdigital platform is its connector to Shopify Plus, which enables Snuggle Hunny to synchronize data from its consumer and wholesale websites. As a result, the team can easily clone automations and campaigns and benefits from more insightful and accurate reporting.

The company also operates its popular Snuggle Rewards loyalty scheme. It lets customers earn points when they shop, write a review, follow the company on social media and refer others. The Snuggle Hunny team explains: “We wanted to make it even easier for our customers to see how many Snuggle Points they have earned and how they can redeem them. So, we have introduced personalized loyalty headers within all our campaigns that display each customer’s points total.”

Recently, the team introduced product recommendations in its rewards reminder automation campaigns. Each email is automatically populated with information such as ‘New in store’, ‘Most viewed RRP’ and ‘Most viewed on Sale ‘.

Increased engagement and conversion

Snuggle Hunny have seen some impressive results, such as the Snuggle Rewards reminder which achieved a 50% open rate and boosted over 80% of additional revenue.

Another example is the introduction of ‘Back in stock’ emails, which have driven high engagement and conversions, with the team reporting increased click engagement of 1100% in 2024, compared to standard sends during the same timeframe. Julie adds: “It is a powerful feature highlighting the impact of our tailored approach, enabling customers to reconnect with the products they previously expressed an interest in.”

“Snuggle Hunny is now able to craft highly engaging email campaigns that resonate with existing and potential customers and our use of SMS has proven to us the benefits of using multiple channels to create meaningful connections with our audience.” Julie concludes: “By continuing our creative customer-centred approach, we set the foundation for ongoing brand loyalty and sustainable business growth.”