How Lego Colombia Achieved 76% Higher Email Engagement with Omnisend
A strategic email marketing approach using Omnisend that dramatically improved campaign performance and customer engagement.
About Lego Colombia
Lego Colombia is the regional division of the iconic global toy brand, focusing on bringing creative play experiences to the Colombian market. They operate both through retail partnerships and direct-to-consumer eCommerce channels, offering the full range of Lego products to Colombian families and enthusiasts.
The Challenge
Underperforming Email Campaigns
Despite having a large email subscriber base, Lego Colombia was experiencing low open rates, click-through rates, and conversions from their email marketing campaigns.
Limited Personalization
Their existing email platform lacked robust segmentation and personalization capabilities, resulting in generic messaging that failed to resonate with different customer segments.
Inefficient Workflow
The marketing team was spending excessive time on manual email creation and campaign management, limiting their ability to test and optimize their email strategy.
Disconnected Customer Journey
Their email marketing was disconnected from other customer touchpoints, creating a fragmented customer experience and missing opportunities for cross-channel engagement.
The Goal
Lego Colombia partnered with Accelerato to revamp their email marketing strategy and technology stack to:
- Significantly increase email engagement and conversion rates
- Implement advanced personalization and segmentation capabilities
- Streamline email marketing workflows and improve team efficiency
- Create a cohesive customer journey across email and other channels
Our Approach
We developed a comprehensive email marketing strategy centered around implementing Omnisend as Lego Colombia's email marketing platform. Our approach focused on four key areas:
1. Omnisend Implementation & Integration
We selected and implemented Omnisend as the ideal email marketing platform for Lego Colombia based on their specific needs and goals.
- Seamless migration from their previous email platform with zero data loss
- Integration with their eCommerce platform for real-time data synchronization
- Implementation of advanced tracking and analytics capabilities
- Custom API integrations with their CRM and loyalty program
- Setup of automated data flows for enhanced personalization
Tech Stack ROI: 320%
The Omnisend implementation delivered exceptional return on investment through increased efficiency and campaign performance.
2. Advanced Segmentation Strategy
We developed a sophisticated segmentation strategy to deliver highly relevant content to different customer groups.
- Created detailed customer personas based on purchase history and browsing behavior
- Implemented dynamic segmentation based on product interests (e.g., Star Wars, Technic, Friends)
- Developed lifecycle-based segments (new subscribers, first-time buyers, loyal customers)
- Created engagement-based segments to target inactive subscribers
- Implemented geographic segmentation for region-specific promotions and events
3. Automated Email Workflows
We designed and implemented a series of automated email workflows to nurture customers throughout their journey.
- Welcome series for new subscribers with progressive profiling
- Abandoned cart recovery sequences with dynamic product recommendations
- Post-purchase follow-up sequences to encourage reviews and repeat purchases
- Re-engagement campaigns for inactive subscribers
- Birthday and anniversary campaigns with special offers
4. Campaign Optimization & Testing
We implemented a rigorous testing and optimization framework to continuously improve email performance.
- A/B testing of subject lines, preview text, and email content
- Testing of different email designs and layouts
- Optimization of send times based on open rate data
- Testing of different CTAs and offer structures
- Implementation of AI-powered product recommendations
Tech Stack ROI Breakdown
The implementation of Omnisend as Lego Colombia's email marketing platform delivered exceptional return on investment across multiple dimensions:
Operational Efficiency
Reduced email production time by 68% through intuitive drag-and-drop editor and reusable templates.
Campaign Performance
Increased email engagement by 76% through advanced personalization and segmentation capabilities.
Automation Capabilities
Generated 42% of email revenue through automated workflows that required minimal ongoing maintenance.
Analytics & Optimization
Improved decision-making through comprehensive analytics and testing capabilities.
Overall Tech Stack ROI: 320%
The Results
Our comprehensive email marketing strategy and Omnisend implementation delivered exceptional results for Lego Colombia, transforming their email channel into a primary revenue driver.
Additional Achievements
Improved Deliverability
Increased email deliverability rate from 92% to 99.7%, ensuring more emails reached subscribers' inboxes.
Reduced Unsubscribe Rate
Decreased unsubscribe rate by 64% through improved targeting and content relevance.
Automated Revenue
Generated 42% of email revenue through automated workflows, reducing reliance on manual campaign creation.
Cart Recovery
Recovered 28% of abandoned carts through targeted automated sequences, significantly boosting revenue.
Operational Efficiency
Reduced email production time by 68%, allowing the marketing team to focus on strategy and optimization.
List Growth
Increased email subscriber list by 34% through optimized signup forms and lead generation campaigns.
"Accelerato's email marketing expertise and tech stack recommendations have been game-changing for our business. The implementation of Omnisend and their strategic approach to email marketing has resulted in a 76% increase in engagement and a 58% boost in revenue from our email channel. The ROI we've seen from the tech stack investment alone has been incredible at 320%. Their team truly understands how to leverage technology to drive results."
Carolina Mendez
Digital Marketing Manager, Lego Colombia