Success Story
QiH Group’s Mature Email Marketing Setup
Since 2022, we’ve been helping QiH Group to continually mature its email marketing system, enabling better customer experiences within a strict compliance framework.
Industry
iGaming
Date delivered
Ongoing
Length of project
Since 2022
Solution provided
Understanding customers as individuals, Delivering personalised CX at scale, Managing efficient operations
The Project
With two divisions managing 30+ gaming and betting brands, and 1.2M+ database contacts, UK-based iGaming affiliate QiH Group had outgrown the capabilities of its email marketing system. Adobe Campaign V8 was a safe bet. It would give QiH Group the features and flexibility to mature. But a migration this detailed and complex isn’t a matter of simply ‘plugging in’ a new system.
The Challenge
QiH Group began to experience growing pains with its legacy email marketing system in early 2022. The tech couldn’t segment audiences properly. Data ingestion was frustratingly slow. Customer intelligence was limited, and personalisation was all but impossible.
QiH Group chose Adobe Campaign V8 to power their next growth phase, with our Adobe partners connecting the dots to bring us onboard. As CXM consultants with loads of experience in maturing email marketing systems, our responsibility was ensuring the new configuration met best-practice standards and gave QiH Group the flexibility for future expansion.
The Solution
Our work with QiH Group revolves around a bespoke Adobe Campaign V8 instance. These kinds of projects are long-term and multi-faceted.
- Scoping: Clarifying the legacy system’s limitations and establishing long-term objectives
- Mapping development: Migrating data from the legacy system, including building a relational database to streamline migration
- Bespoke configuration: Separating inbound customer streams, developing campaigns and templates, and ‘warming up’ email servers to improve deliverability
- Ongoing support: Tailored training upfront, followed by continued support and occasional skills development
We were really impressed by Tap CXM’s work. The training and support provided to understand our requirements and then configure Adobe Campaign in the most effective way for our business has given us a solid foundation to build on. We’re seeing very positive results and are happy to continue to partner with Tap CXM.
Andrew Lee, Operations Director, QiH Group
The Results
- Streamlined import processing provides better visibility and segmentation of customers who might belong to one or several of the 30+ brands under management.
- 1.2M+ database contacts receive more personalised and relevant communications, bolstered by a preference centre embedded within all emails.
- GDPR and CAN-SPAM compliance are stronger, thanks to Adobe Campaign V8’s reputable delivery IPs and robust compliance framework.
- Email deliverability remains strong, ensuring QiH Group maintains trust with its customer base.
- QiH Group’s team is confident using Adobe Campaign V8 and reporting positive ROI from their mature email marketing setup.
Success starts with (and depends on) taking the long view on goals like understanding customers as individuals, deepening relationships, delivering personalised marketing at scale, and maintaining trust through compliance. In other words, becoming a customer-centric company. Mature email marketing is just one part of this.
