Snapshot
Industry: Fashion & Retail
Location: Larnaca/Limassol/Paphos/Paralimni, Cyprus
Year Founded: 1967
The Client: A Long-Established Brand With New Aspirations
M&S Symeonides is the official franchise of M&S in Cyprus, operating exclusively in all coastal areas of Cyprus, including Limassol, Larnaca, Paphos and Paralimni. It’s a well-established brand, renowned for its fashionable, versatile and high-quality fashion, home and food items, carrying with it the rich history and high standards of M&S. As part of its evolution, the brand needed to modernise its image and appeal to a younger demographic, while maintaining a strong connection to its loyal customers. In addition, raising awareness, growing its customer sales and ultimately increasing sales on its clothing, food and home items throughout the year, including during sales season, were recurring targets and objectives that we implemented into our marketing strategies.
The Challenge: Evolving While Staying Connected
Considering the tremendously evolving times we live in, as well as the constant shifts in consumer preferences, we faced the challenge of modernising the brand’s image to resonate with a younger audience while simultaneously maintaining its strong connection with existing loyal customers. The need to adapt, in order to increase year-round sales across its clothing, food, and home categories, required a particular balancing act to ensure that both new and loyal customers felt engaged and valued.
The Approach: Engaging Audiences With Tailored Campaigns
To address the brand’s objectives and challenges, we implemented an email marketing strategy, designed to connect M&S with both loyal customers and new audiences, particularly anyone seeking a contemporary, cosy life. Using Mailchimp as our primary platform, we structured a dynamic newsletter campaign, with 4-5 newsletters going out every month, with specific thematics, based on the customer mindset, that would keep the audience engaged and informed about numerous seasonal campaigns, buyer’s picks, new product additions and sales events.
Always keeping with the global guidelines of M&S, we maintained a uniformed visual direction that aligned with the tone and methodology of the brand altogether. By blending informative content with visually appealing, lifestyle-driven designs that put the focus on the products and their benefits, along with a clean, easy-on-the-eye structure to enhance readability, and with catchy titles and attention-grabbing CTAs to encourage high open rates, we are able to fully communicate the brand’s offerings.
The Tools: Powering Personalisation & Global Branding
Using Mailchimp’s robust tools, we were able to execute each campaign with a similar approach, customisation, automation and resourcefulness of results. To start with, the Creative Tools enabled us to leverage the drag-and-drop builder to create readable structures with visually striking visuals that aligned with our M&S’s brand guidelines and aesthetic, while also using Integrations to divert readers to other social media channels. Additionally, the Analytics and Reports feature provided us with real-time insights into all the important metrics, such as open rates, clicks, conversions and engagement, enabling us to refine our campaigns and keep track of each campaign’s success.
The Results: Meeting The Client’s Objectives
Over the course of the year (2023-2024), the email marketing campaign for M&S Symeonides delivered impressive results, especially considering the size of the Cypriot market. With over 1 million emails sent, the campaign achieved 272,310 opens, driving significant engagement. A click rate of 2.1% resulted in 21,610 total clicks, leading to 821 orders directly from the email newsletters. These numbers highlight how effective audience segmentation and well-crafted content kept customers engaged, ultimately boosting both website traffic and sales conversions, while fulfilling the client’s objectives of reaching loyal and new customers.
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