GoHenry and their talented team needed assistance as they migrated their customer marketing operations from Salesforce Marketing Cloud to Customer.io to embrace a more holistic multi-channel strategy. WeDoCRM supported everything from set-up and configuration to the physical migration and optimisation of their customer comms and lifecycle journeys. We did this rapidly in just under 8 weeks!
Client: GoHenry
Industry: Financial Services
Project Timeline: 8 Weeks!
Tools Used: ClickUp, Customer.io
Primary Focus: CRM Migration, Email Template Creation, Customer Journey Development, Data Integration, Multi-Channel
The Challenge
GoHenry was on a tight deadline for ESP migration, their customer data and communications were managed across multiple platforms, requiring seamless and rapid transfer of journeys and emails for the UK and US.
WeDoCRM’s Solution
To address this urgent need, we utilised ClickUp for project management and migrated their email templates and customer journeys to Customer.io. Despite having existing email templates in Salesforce Marketing Cloud, we rebuilt new templates in Customer.io due to its distinct drag-and-drop interface. This transition included developing main templates for marketing and service emails from scratch.
Our ESP migration approach involved several key steps:
Email Template Construction, Optimisation and Customer Journeys:
We developed new email templates using Customer.io’s interface, created comprehensive customer journeys with refined data selections to enhance targeting, and facilitated the migration of emails while establishing a tailored preference centre to manage preferences and unsubscribes effectively.
We invested significant effort in optimising email templates across various devices and email clients. We conducted thorough testing including compatibility checks for dark mode, to ensure visual appeal and functionality across different settings.
Multi-Channel Experience
Additionally, we set up and migrated their SMS and push notifications within Customer.io, ensuring a seamless multichannel experience for their customers. This comprehensive approach guarantees consistent and effective communication across multiple platforms.
IP Warm-Up and Data Management
We assisted with their IP warm-up process to achieve results comparable to those in Marketing Cloud and guided best practices and content essential for successful email deliverability.
Complex Data Structure Handling
With GoHenry having parent data that could be associated with multiple child accounts, we managed the migration of these complex data structures by collaborating closely with Customer.io to devise solutions for triggering journeys based on child actions but navigated by the parent. Being gold partners with Customer.io, we leveraged our expertise to navigate the platform’s predefined data structures.
Extensive Testing and Innovative Solutions
After managing the complex data, we conducted extensive testing across both the US and UK regions to ensure seamless data transmission. We developed a method to personalise communications for families with multiple children, demonstrating our ability to handle complex data relationships.
The Results
The migration was a resounding success, achieved within the constraints of a tight deadline. This successful migration initiative marks the beginning of a new chapter in GoHenry’s journey towards digital transformation and operational excellence. Not only did we meet the urgent deadline, but we also laid a robust foundation for GoHenry’s future growth and operational efficiency.
- Centralised ESP System
- Enhanced operational efficiency
- Improved data-driven decision-making
- On-going support
The migration of GoHenry’s customer information to Customer.io resulted in the establishment of a centralised ESP system, providing real-time visibility into customer interactions and business performance and better decision-making processes. The implementation of automated workflows streamlined data management, significantly enhancing operational efficiency.
How we upskilled their team and are providing ongoing support
The team at GoHenry expressed immense satisfaction with our services, placing a high priority on upskilling their team to ensure they could confidently manage tasks independently. This emphasis on training and development underscored their trust in our expertise and our ability to empower their team for long-term success.
We showed our support by finding a candidate to manage their CRM operations, ensuring our work continued smoothly. Our goal was to preserve the progress and investments in the migration project, avoiding any disruptions or loss of momentum for the company.
Are you looking for support with a CRM & ESP Migration?
Whether you’re migrating from one CRM system to another, or embracing CRM for the first time, we’ll support you by implementing a highly efficient, evergreen system that will deliver ROI for years to come. You can also take a look at our CRM migration guide.
Looking for advice on migrating or implementing a CRM or MarTech system? Schedule some time with the team here.
