State of Art drives database growth through omnichannel lead generation

State of Art is a popular Dutch menswear retailer with a rich and well-established brand heritage. It sells quality, classic fashion with a modern twist for men with an active lifestyle.

The brand has a loyal customer following which means email is a key marketing channel. In fact, email generates more revenue for State of Art than any other channel.

ISM eCompany is a digital commerce agency that has worked closely with State of Art for several years. As well as email marketing, the agency has worked with the menswear brand on other marketing disciplines as well, such as SEO, CRO (conversion rate optimization), online advertising, and social media.


State of Art’s main aim was to increase its customer database while widening marketing revenue streams through a smarter, more sophisticated omnichannel marketing automation strategy. Working with ISM eCompany, the menswear brand migrated to Dotdigital in 2020.


Once ISM had implemented Dotdigital, the agency continuously monitored all email data. While State of Art’s email campaigns always had healthy KPIs, the number of email recipients had plateaued.

To increase the customer database, ISM set up an omnichannel lead generation campaign. Customers were invited to take a test to discover their personal clothing style. During the project ISM and State of Art collaborated on the concept, design, and development of the form, plus advertising on Facebook. What’s more, triggered emails were at the core of this lead generation campaign – revealing the individual style results of customers.

The online form had six possible options: three clothing styles for two countries (Belgium and the Netherlands). Thanks to the flexibility of dotdigital’s ‘pages and forms’ and ‘program builder’ features, the team was able to build and execute the campaigns and store personal data for segmentation and better future targeting.


In just six weeks the campaign generated almost 2,000 new contacts. Plus, new subscribers received a discount code as part of the campaign. While revenue wasn’t the main objective, the code was used 27 times and generated €4,000 in revenue. State of Art’s email KPIs improved too; the average open rate and click-through rate are 57.1% and 9.2% respectively.

About ISM eCompany: ISM has operated at the top of the digital commerce world in the Netherlands for over 28 years. With 150 professionals at the helm, the agency’s objective is to maximize the digital commerce success of its customers. Brands benefit from a full-service portfolio that drives business value: digital consultancy, designing and building websites, and exploring, defining, and implementing new online marketing strategies.