Henkel
Scalable Adobe Campaign solutions for a consumer goods giant
TAP CXM are seasoned Adobe Campaign implementation partners and consultants. Find out how we applied our expertise in a high-stakes industry.
The Project
Adobe Campaign V8 consulting for an iGaming innovator
TAP CXM has been working with QiH Group since October 2022 to scope, implement and optimise the iGaming innovator’s Adobe Campaign V8 instance.
- Scoping: With 1+ million users across 20+ brands, QiH needed to mature its email marketing capabilities with a more robust solution
- Development: Migrating data from the client’s legacy system was not without its challenges, but our specialists always found a solution
- Configuration: TAP CXM consultants fine-tuned Adobe Campaign V8 to make it user-friendly, fast and reliable
- Implementation: We drew on Adobe Campaign V8 implementation knowledge and iGaming industry experience to set up templates, workflows and campaigns
- Training: Through TAP Academy, we delivered Adobe Campaign training tailored to the QiH team
We’re still part of the team today. Balancing the roles of CXM consultants and platform administrators, we’ve remained a trusted partner supporting QiH group to maximise their Adobe Campaign investment.
The Results
Database processing power
As well as streamlining import processing, data flowing into Adobe Campaign is now more visible to the QiH team (without compromising GDPR or CAN-SPAM compliance).
More visibility into the data pipeline means enhanced analytics, faster decision-making, and more agile personalisation opportunities.
Tighter audience segmentation
Targeting was one of the main drivers for QiH to migrate to Adobe Campaign. Previously, they couldn’t segment the 1.2 million contacts along any usable lines.
Adobe Campaign makes it possible to view – and use – email metrics on the individual user level. This clarity has enabled QiH to get closer to ‘audiences of one’, delivering personalised emails with targeted offers.
Data transparency for users
With 20+ betting and gaming brands under the QiH umbrella, database contacts might belong to several brands concurrently. Embedding a user-friendly preference centre into emails is essential.
Every email contains a link for users to access, review and manage their communication preferences.
Strong email deliverability
Two deliverability challenges appear when migrating to a new email platform:
- Seamless transition from the user’s side
- Earning trust with ISPs
We knew to plan for the transition. By ‘warming up’ servers with small batches of emails from the sender’s IP, we could build trust and maintain high email deliverability rates – something that’s difficult to reverse if it goes awry.
The Conclusion
Betting on a bright future for TAP CXM and QiH
Our two companies have a lot in common.
- Growing fast
- Presence in the UK and US
- Data-driven
- Customer-focused
QiH Group is making great use of their built-for-purpose Adobe Campaign V8 instance, and we’re thrilled to be along for the ride.
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