From stagnating customer interactions to proactive engagement

Case Study: LANGGROUP relies on automation workflows to reactivate

The LANGGROUP set itself the goal of reactivating the inactive part of its customer base through email marketing. It started with a campaign for its TECHNOLIT brand. The aim was to strengthen customer loyalty and tap into new sales potential. As a result, TECHNOLIT received a fully automated workflow in the Inxmail platform for sending personalized coupon codes. Thanks to the technology, manual intervention is no longer necessary, which simplifies processes, reduces the time needed to create newsletters, and enables a targeted customer approach.

[Translate to English:] LANGGROUP Logo
[Translate to English:] Marketing-Automation-Workflow-Diagramm, das mehrere Zielgruppen und ihre spezifischen Mailing-Kampagnen zeigt. Die Zielgruppen werden in verschiedene Kategorien unterteilt, darunter 'Technolit DE' und 'Alle anderen'. Jeder Pfad zeigt Schritte wie Mailing, Versand und weitere Aktionen, die auf die jeweilige Zielgruppe abgestimmt sind.
Challenge

Automate processes and reactivate customers

The technical trade is a competitive market – so it is important to respond to the individual needs of customers and to stay in touch with them in order to continue growing as a company. TECHNOLIT discovered that a large proportion of its customer base was inactive. This raised concerns that revenue and customers could be lost.

As a customer already successfully using the Inxmail platform LANGGROUP turned to the email marketing specialists to work closely with them to develop a strategy to automate and personalize their marketing campaigns. The aim was to establish a seamless data exchange by connecting the shop and CRM systems to the Inxmail platform enabling targeted customer contact based on their behavior and purchase history.

[Translate to English:] Darstellung eines Technolit-Newsletters auf einem Tablet. Der Newsletter bietet einen 10 % Rabatt auf die nächste Bestellung und richtet sich an den registrierten Kunden Matthias Heptner. Ein Gutscheincode und ein roter Button mit der Aufschrift 'Zum Shop' sind ebenfalls sichtbar.
Solution

Automated processes and promising vouchers

In order to reactivate customers in a targeted manner, Inxmail created automated workflows based on customer login behavior. With the Inxmail platform, these workflows can be intuitively created, controlled and evaluated using drag-and-drop. The visual workflow editor provides an optimal overview of the sending processes.

The process works as follows: customers who log into the shop but do not make a purchase now receive a reactivation mailing with a voucher code. The voucher add-on from Inxmail makes it possible to create personalized, time-limited offers to encourage customers to return and make a purchase. A specially developed list concept takes into account TECHNOLIT's multilingual customer structure and ensures that communication is targeted and customer-friendly.

The positive results of the measures soon became apparent: initial successes could be quickly measured based on the redeemed voucher codes. The open rate of the email campaigns of over 37 percent also confirmed the high level of interest and commitment of the customers.

The example shows how targeted use of marketing automation and personalized campaigns can strengthen customer loyalty and increase sales. Working closely with Inxmail and using the platform's functions allowed TECHNOLIT to set up a fully automated process that improved the customer experience and took email marketing to a new level.

“Thanks to the Inxmail platform, we can automate our mailing process in an intuitive and user-friendly way. Inxmail created and implemented a promising concept for reactivating our customers. The rapid, visible and measurable success speaks for itself. We are certain that this is an important first step and that we will implement further automation processes for our other brands.”  
[Translate to English:] Porträtfoto von Jonathan Grochla, der einen dunklen Anzug trägt und die Arme verschränkt. Er lächelt in die Kamera, und der Hintergrund zeigt eine natürliche, grüne Umgebung.
Jonathan Grochla
Digital Business Manager, TECHNOLIT GmbH (LANGGROUP)

The benefits at a glance

  • Marketing automation saves time and resources
  • Easy creation and customization of workflows
  • Seamless integration of existing shop and CRM systems
  • Promising customer reactivation in the customer lifecycle
  • Strengthening customer loyalty and increasing sales
[Translate to English:] Luftaufnahme des Technolit-Firmengebäudes, umgeben von Parkplätzen, Grünflächen und weiteren Gebäuden im Hintergrund.

About LANGGROUP

Under the strategic umbrella of Wilhelm Lang GmbH & Co. KG, LANGGROUP has been successfully operating in the market as a workshop supplier and provider of occupational safety, cleaning and care products since 1979. The group of companies, headquartered in Großenlüder, offers a wide range of quality products and customized services to commercial and private customers through its companies TECHNOLIT, IWETEC, HOTREGA, Wilpeg and Lang Service. LANGGROUP, which generated a turnover of over 160 million euros in 2022, currently employs around 1,500 people at three locations.

www.langgroup.de