In 2014, Domino Media Group relaunched the cult-favorite Domino brand. In addition to a quarterly print magazine, DMG built a website, app, and an ecommerce business that has now extended to in-real-life experiences.

To maximize their renaissance, Domino fused their already outstanding content and editorial presence with ecommerce. The move into ecommerce was the right strategy — today, Domino is a beacon for interior design lovers, and helps their audience turn creative passion into a reality with items available to shop onsite.

To ensure they know their best customers and subscribers and can engage with the right message at the right time, Domino chooses Sailthru.

Domino’s goals:Advance customer engagement through smarter email with segmentation and personalization

Increase critical email response KPIs for editorial content

Accelerate purchase conversion for products

Understand long-term trends based on acquisition source and other cohort attributes to continuously improve

Success Story

“At Domino, we seek to engage with content, convert into transactions and ensure repeat visits. While open rates and click rates are the most popular ways of measuring email campaign success, they don’t show the whole picture. With Sailthru, we can truly understand our individual consumers by automation, testing, segmentation, and personalization.”

Hayley Squire, Email Marketing Manager, Domino Media Group

THE EVOLUTION OF DOMINO MEDIA GROUP: How the beloved interior design magazine turned into an omnichannel media company with a seamlessly integrated content and commerce model.

Domino not only reinvented its business model, but the entire engagement strategy. From onboarding a new subscriber and nurturing them with content pre and post purchase, Domino is taking the first steps to embracing content and commerce across their customer experience. Starting with email, Domino is already driving growth with 14% lift in overall clickthrough rates and a 23% lift for readers who engaged daily.

A More Sophisticated Email StrategyWith Sailthru, Domino was able to was able to both expand and refine its email marketing strategy to meet engagement and revenue KPIs.

Build customer profiles with all behaviors and interests

Monitor interest data to identify key trends

A/B test to identify the most engaging emails

Segment audience and tailor messaging and email cadence based on the

individual’s engagement level

Domino’s key email marketing tactics:

Key Results with Sailthru

+11%lift in email open rates

+9.6%lift in open rates for Daily Active Users

+14%lift in email

Clickthrough Rates

+23%lift in CTR for Daily

Active Users

+23%lift in Pageviews/Click

DOMINO PRO-TIP #1 Onboarding Onboarding your new subscribers is critical, so Domino uses all of the tools at their disposal including a relevant, informative and engaging onboarding series. They vary message and timing to keep their new fans engaged and to mitigate opt-out or email fatigue.

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DOMINO PRO-TIP #2 Post-Signup Domino makes sure to personalize the onboarding welcome series content by acquisition source (purchaser, non-purchaser/on-site, sweepstakes, etc.). This way the welcome is relevant and contextual for the recipient to drive conversion based on search and other signals.

The Power of Domino’s Email Series: Onboarding, Post-purchase, Abandonment & Re-engagement

DOMINO PRO-TIP #3 Post-PurchaseAfter making a purchase, Domino thanks the user by sending a special discount code for when they make their next purchase. This increases the likelihood of the user coming back to make more purchases.

DOMINO PRO-TIP #4 Abandoned CartWin back your customers who abandoned a purchase with a cart abandonment series which includes a discount for anything you left behind. By going the extra mile and leveraging this tactic, Domino is able to nurture their customer right through the purchase journey.

DOMINO PRO-TIP #5 Re-EngagementBring back subscribers that haven’t engaged in a while with a re-engagement series. Domino does this right — they pull their disengaged audience back in with content AND commerce by sending them the best-performing stories from the week plus a discount code for whatever sale is currently happening on-site.

The Power of Domino’s Email Series: Onboarding, Post-purchase, Abandonment & Re-engagement

BEFORE AFTER

No A/B testing strategy

Blast email approach with limited segmentation

No segmented onboarding email series

No post-purchase/abandonment email series

No personalization across email, web and mobile

Lack of message personalization

Implemented an A/B testing strategy using different subject lines on all sends

Segmented emails with more regular cadence to subscribers that are active daily and engaged in reading and/or buying Rolled out new content series introducing the reader to Domino experience depending on the signup source (purchaser, non-purchaser, sweepstakes) Triggered emails to subscribers who convert onsite or abandon before purchase Layering in interest data in emails based on subscribers interests and behaviors

Content/product based email stream developed sent to subscribers based on where they are in the purchase cycle

“Since every reader and consumer is different, it’s essential for us to find the intersection between content and commerce. Sailthru helps us bridge the gap between experience and results, through an easy-to-use solution.”

Hayley Squire, Email Marketing Manager, Domino Media Group

• Uncover what content turns readers into buyers Domino will use Sailthru’s Retention Analytics to pinpoint what stories are entry points to

conversions

• Advance testing The team plans to move beyond subject line tests and begin testing by template, content and data feeds, as well as determining how user generated content performs versus owned images

on triggered email campaigns

• Further integrating products with content By serving product recommendations based on content interests, and vice versa, Domino plans to also track media content interest data/pageviews to enhance product recommendations

The Road to the Future: What’s next for Domino

Given the success of its A/B testing and email segmentation strategy, Domino is looking for additional ways to incorporate more data and testing across channels to convert loyal readers to buyers:

LEARN MORE

About SailthruSailthru helps modern marketers acquire, grow, and retain customers. With over 2Bn global consumer profiles under management, Sailthru’s powerful suite of connected

capabilities – including high-performance email, onsite personalization, mobile marketing automation with Carnival.io, and unique integrations powering new customer acquisition – drives higher revenue, improves customer lifetime value and reduces churn. The world’s

fastest growing ecommerce companies, including Rent the Runway, JustFab and Alex and Ani, trust Sailthru to help them succeed. Founded in 2008, Sailthru’s exceptional

group of investors include Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners, and AOL Ventures. For more information, please visit www.sailthru.com.

Success Story

The fastest-growing internet retailers and media enterprises trust Sailthru

To see Sailthru in action, contact us at 877.812.8689