Loro Piana
Client
Loro Piana
Year
2019
Category
Marketing Strategy
Introduction
Loro Piana, founded in 1924 by Pietro Loro Piana, is an Italian company of excellence in luxury fabrics and garments. Located in Quarona, in northern Italy, it is renowned for using the rarest and most precious raw materials in the world, such as baby cashmere and vicuña. Traditional craftsmanship and technological innovation are the pillars of their success. Since 2013, Loro Piana has been part of the LVMH group, continuing to expand its network of boutiques and offering products of exceptional quality.
Requirement
Loro Piana needed to create an internal Direct Email Marketing (DEM) strategy to better engage employees and keep them updated on company news. The goal was to improve internal communication and increase staff engagement.
Results
In 2019, Loro Piana entrusts Beconcept with its new internal DEM strategy, with remarkable results:
✔️ Increase in email open rate. Weekly emails saw a 10 percent increase in open rate, indicating increased attention and interest from employees.
✔️ Increase in click-through rate on CTAs. The click-through rate on call-to-action (CTAs) internal to communications increased by 12.5 percent, demonstrating increased engagement and interaction with email content.
Email open rate
+10%
Increased attention and interest from employees
Click on CTAs
+12,5%
Increased engagement and interaction with content
How we did it
To achieve these results, we developed a series of customized and eye-catching email templates. Each week, the templates were adapted according to the information and news to be shared, always ensuring freshness and relevance of the content.
We also created ad hoc graphics to make the emails more attractive and stimulate employees’ attention. These visual elements played a key role in improving engagement, making internal communications not only informative but also enjoyable to read.
