Recognizing that Selco needed to evolve from blast tactics to a more targeted approach, Yuji – influencing key stakeholders in the process – convinced the business to invest in dotmailer. He led the charge during the onboarding, helping bridge online and offline data through the set-up of APIs. This enabled the adoption of an omnichannel strategy. Plus, Yuji exhibited tenacity when faced with technical barriers to the integration.
Once dotmailer had been implemented, Yuji harnessed his coding skills to create branded, mobile-responsive email templates. Time can now be better spent launching bold new innovations and personalization tactics.
Yuji likens a good welcome series to a first date – where first impressions count. On this basis, he built a superb five-part omnichannel program that delivers a consistent welcome journey to online and offline customers. Moreover, having pioneered the shift to a refined personalization strategy, Yuji has rolled out other triggered emails like abandoned carts. These contextual messages help drive relevancy and build customer trust.
Aside from automation, more intensive subject line testing and the introduction of animation have boosted engagements and made gains. Yuji has built a dotmailer dashboard in Google Analytics to monitor performance and, being a stickler for efficiency, is continually working to improve on metrics.
Away from email, Yuji is highly attentive to UX; for instance, he methodically championed a way to add bespoke categories into the website’s product filters – these have since become one of the most popular filters for customers.