In a competitive e-commerce landscape, brands need to leverage innovative digital marketing techniques to stay ahead. Dagne Dover, a direct-to-consumer (DTC) brand selling performance-driven bags, has effectively navigated these waters. Founded in 2013 by three women, Dagne Dover offers problem-solving bags designed to help individuals stay organized while maintaining style. This case study explores the challenges and strategies employed by Dagne Dover to achieve digital success.
As a growing e-commerce company, Dagne Dover faced several significant challenges:
To combat these challenges, Dagne Dover focused on developing a robust digital marketing strategy driven by first-party data.
Dagne Dover enhanced their marketing mix by introducing SMS marketing through Klaviyo to complement their email marketing efforts. This strategic move allowed them to reach customers at critical points in the purchasing journey, particularly those on the edge of converting.
Results: - Achieved a 12,000% ROI in the first year of launching SMS marketing. - SMS and email marketing now constitute 25% of their quarterly revenue. - Accumulated over 100,000 SMS subscribers within a year.
Read more about Dagne Dover's SMS strategy
To expand their presence beyond traditional digital advertising, Dagne Dover partnered with MNTN to implement Performance TV retargeting. This approach allowed them to: - Target high-intent audiences by serving non-skippable ads during TV streaming sessions. - Utilize MNTN’s multi-touch feature to serve retargeting ads across web and mobile devices within the same household.
Results: - Achieved a 9.9x return on ad spend (ROAS). - Increased revenue by 78% with Performance TV retargeting campaigns.
Explore the full details of Dagne Dover's Performance TV retargeting campaign
For their holiday strategy, Dagne Dover leveraged Google Smart Shopping campaigns in collaboration with Mason Interactive. This strategy divided their product catalog to set different ROAS goals for best-sellers and inventory-clearance products, optimizing ad spend accordingly.
Results: - Reaped a 4x ROAS during peak holiday season. - Enhanced efficiency with automated bidding and ad placement.
Learn more about Dagne Dover's Google Smart Shopping campaign
Dagne Dover also adopted Marin Software’s automated bidding solution to refine their advertising campaigns further. By replacing manual bidding with Marin’s algorithmic bidding, they achieved: - A 47% increase in revenue. - A 37% increase in conversions within a 12-week period.
Discover how Dagne Dover optimized their campaigns with Marin Software
The aforementioned strategies yielded significant results for Dagne Dover: - Revenue Growth: Increased revenue consistently through diversified and optimized digital marketing approaches. - **Customer Engagement: Enhanced customer engagement by reaching them through more personalized and timely marketing channels like SMS and TV retargeting. - Cost Efficiency**: Improved cost efficiency in ad spend through automated bidding and dynamic segmentation.
Dagne Dover plans to continue scaling its SMS marketing efforts and further personalizing customer interactions using Klaviyo’s robust analytics. They also intend to explore more personalized retargeting strategies and expand their use of automated bidding for more marketing channels.
Dagne Dover’s journey to digital success is a compelling case study on [the effective use](case-studies-grind-case-study.html) of innovative marketing strategies. By capitalizing on SMS marketing, Performance TV retargeting, and automated bidding, Dagne Dover has set a standard for e-commerce brands aiming to optimize their digital marketing efforts. E-[commerce and digital business founders](case-studies-wild-west-pool-supplies-email-revenue.html) can draw valuable insights from Dagne Dover's experience to enhance their own marketing strategies and drive success.