Helping Arlo manage and optimise campaigns | Organic

4 Arlo products being displayed on a green backgound

Service and project type

Technology and tools | email marketing & CRM | project management & delivery | digital strategy

Relationship

Arlo makes security cameras, video doorbells and floodlights. In EMEA the brand is now operated by Verisure, the number one provider of monitored security solutions in Europe. We were initially appointed to migrate all email customer journeys from Salesforce into Mailjet and Pega. Following that, we were appointed to shape a new CRM roadmap, while delivering and optimising key campaigns across 14 countries.

Problem

Migrating a full set of customer journeys from an old set of systems to a new set introduces the real risk that processes become less efficient. This creates the need for further optimisation so that people and systems are working to their full potential.

Solution

The transition of the Arlo EMEA business into a new team created an opportunity to start afresh with a new CRM system.

To achieve the desired benefits, we worked alongside the Arlo team to design a complete end-to-end CRM process that delivered best-in-class campaigns, drove up customer subscription rates and facilitated upsell and cross-sell more effectively.

As part of that, we worked closely with the client team to identify areas where improved ways of working could unlock real performance benefits. These fell into 5 broader categories:

Team coherence and visibility – Arlo has various teams across multiple territories, plus external partners such as Organic. To cultivate coherence and visibility, we made sure everyone has access to a common set of systems, with access to all the resources they require. We also clarified roles and responsibilities and ensured key people could communicate directly to avoid silos and bottlenecks.

Campaign briefing and planning – A strong brief is key to all campaigns, so we agreed on a standardised template that every promotion and communication challenge adheres to. That allows us to take a more holistic view, and avoids wasting time clarifying requirements.

Content Management – Effective management of copy when translating in up to 12 languages is a real challenge, and small adjustments late in the process can result in a lot of extra work and potential delays. A single source of truth for all content with clear sign off gates means less time and resource wasted.

UX best practice – We placed renewed emphasis on the wider journey that every customer is on, mapping out how various communications overlapped fit into the wider journey. This included recommendations for A/B testing and an Arlo-specific best practice guidance document for the marketing team and the in-house studio to follow. We also won awards for UX practice for our work with Yomira, Kainos and Cybersmile.

UI best practice – We developed a design system with a module library that covers the majority of potential emails and use cases. It also ensures emails are consistent and on brand, and means local marketing managers can build campaigns with little outside input. Furthermore, the in-house studio can focus their time on providing first-rate art direction.

Results

The new system is fully tested and will be fully implemented in Q1 of 2023. It is already unlocking real performance benefits in a number of areas:

Quicker campaign delivery – Lead time has dropped significantly, from 10 weeks to 1-2 weeks for simple campaigns, helping the team respond swiftly to opportunities.

Reduced costs – The processes are more efficient thanks to our fantastic PMO team and management overheads are lower for the primary client content because everyone is clear on their roles and responsibilities and works well together.

Improved campaign performance – Year-on-year performance is up for all campaigns when compared to 2021. Arlo EMEA had their most successful Black Friday ever in 2022, with email driving more revenue than any other channel.