20 May 2024

Altum Case Study

Achieving a 21% Surge in Website Revenue for Pirongs

How do you execute a successful email marketing strategy in-house, when you don’t have the internal resources, skills or time?

The short answer is you don’t, as Pirongs’ Managing Director, Kevin McGovern recently discovered.

Highlights:

21% year-on-year growth in website revenue
1000% increase in email-attributed revenue
Stress-free, fully managed email marketing strategy

Spotlight on Pirongs
Pirongs supplies high-quality, personalised academic diaries and planners primarily to the education sector
Recently seen growth in consumer (DTC) purchases

Established in the early 1960s by the current owner’s parents

The Challenge: An underperforming email channel

With a tight-knit core team of just eight members of staff, Pirongs’ email marketing had been neglected. Emails were fired out ad-hoc but were never a priority. During busy periods, everyone, including Kevin, would be dragged away from their daily duties. Lower-priority jobs would fall by the wayside.

For years, this played on Kevin’s mind. But knowing you need a robust strategy and actually creating and implementing one are two very different things. And when you’re a busy MD of a successful e-commerce company (and not an email marketing expert) the latter can be downright painful. Kevin also knew that there was a wealth of untapped potential in email marketing, and that potential could mean increased revenue.

Wanting to bring Pirongs into the digital age by introducing strategy and automation, he made the decision to contact an external agency to shoulder the responsibility. His team could then focus on their own areas of expertise so that this familiar pressure, and the guilt of not taking control for another year, could finally be relieved.

The Solution: A brand new email marketing strategy

Kevin understood what Pirongs needed, so now he was on the lookout for the how.

He contacted three different companies to compare their services, results and how they were to work with. Saving Pirongs’ email marketing wasn’t going to be a quick fix, so building a great relationship was high on the list of priorities.

This led to him choosing Altum. He said,

“We felt confident that [Altum] was a company that we could work with on a long-term basis. They’re very easy going, professional and friendly to work with.”

So, first on the agenda was an email marketing consultation that let Altum’s experts design a bespoke, streamlined lifecycle marketing plan. For Pirongs, this included a fully managed email marketing service to improve their offering and, importantly, increase revenue.

This meant saying goodbye to MailChimp, as Altum migrated Pirongs over to Klayvio. Then, Altum’s Klayvio experts took control of the implementation, crafting each email with specialised input from Pirongs and initiated the crucial steps to start their journey to automation.

Results: 21% increase in year-on-year website revenue

Almost immediately, Pirongs saw a definite increase in the percentage of their overall turnover attributed to email marketing. And tracking that revenue increase is effortless with our monthly reports.

In fact, email-attributed marketing revenue increased by an eye-watering 1000%, accounting for 8.4% of Pirongs’ total revenue, and contributing to a fantastic 21% increase in year-on-year website revenue.

Pirongs have seen other benefits to the new setup too. The emails going out are now professional in their appearance and content, automation has taken the stress out of the process, and there’s a sense of continuity that was lacking in the previous ad-hoc approach.

Kevin now feels safe in the knowledge that he’s got a team of friendly experts on his side, effectively acting as his outsourced email marketing team. And peace of mind is truly priceless when it comes to running your business.

“We’re really happy with the whole process and the service we’re getting from Altum.
They’ve moved us up a level in terms of marketing and I couldn’t recommend them highly enough.”

– Kevin McGovern, Managing Director, Pirongs.

Ready to take your email marketing to the next level with Altum? Book your FREE email marketing audit today.

16 May 2024

Fitness Training Programme Mini-Campaign

This B2C mini-marketing campaign was for an online fitness training program called Basketball Yoga Blast, created by the fictitious company FitR, Inc. This was an assignment for the American Writers […]

15 May 2024

Ghostwritten Editorial for the Barefoot Writer Club

A ghostwritten editorial for the Barefoot Writer Club (www.thebarefootwriter.com), a membership organisation for writers. This assignment was for the American Writers & Artists Institute’s (AWAI) Verified Editorial and Content Writer […]

09 May 2024

Blog Post for Medium Publication ‘Small Steps’

Small Steps, a publication on the platform Medium,  inspires readers to improve all aspects of their lives by taking small steps every day. It’s based on the Kaizen principle, which states […]

08 May 2024

Documentary voiceover for HIMSS

HIMSS wanted a measured, clear British voice to provide the commentary for this documentary about the progressive state of South Korea’s digital health strategy. I was happy to provide one!

08 May 2024

Report for The Blue Print

EXECUTIVE SUMMARY – KEY FINDINGS

Only 14% of agency leaders in the US and UK believe their business is ‘really good’ at embracing
the different needs and attitudes of each generation. For 38%, it’s a work in progress – which is
encouraging – but 11% worry that they are simply not doing it well.

The challenge is rooted in several factors including unequal expectations, attitudes and work
ethics across the generations, while social impact and purpose are increasingly complex levers when
it comes to retaining younger talent.
Inter-agency harmony is being disrupted. But it is not all bad – there is also a strong sense that
millennials are increasingly the generational bridge, bringing everyone
together, including Gen Z disruptors.

08 May 2024

Report for HIMMS

A report researched and written for HIMMS – the global digital health and transformation organisation – in association with healthcare diagnostics specialist Roche. The report focuses on Asia Pacific and […]

03 May 2024

Reckitt Gender Pay and Inclusion report

Copy for 2021, 2022 and 2023 gender pay and inclusion reports, part of Reckitt’s wider sustainability reporting 

17 Apr 2024

AWS/Snowflake cloud manufacturing supply chain trends ebook

In this partner asset, Snowflake wanted to place AWS in the spotlight, and this ebook elevated both brands as a result. For this piece, I merged five lengthy assets while […]

17 Apr 2024

Unit4 professional services industry brochure

I helped this vendor attract new business in its professional services vertical as part of a fresh approach to its content marketing — which it still follows today. I wrote […]

17 Apr 2024

Advanced HR blog (high-ranking for SEO)

The blog ranked so highly on SERPs that it was cited by a competitor (another of our clients at the time) as the example to follow when briefing us to […]

17 Apr 2024

Snowflake startup case study

This case study spells out how Snowflake helped its startup client build a proof of concept to bring the strengths of the solution to life — using some of its […]