Identifying automation flow and email improvement points through Direct Impact Scan


HappySoaps produces 100% plastic-free and natural cosmetics products. HappySoaps makes its products either themselves or with production partners who are committed to producing climate-neutral products. They asked us to scan and deep dive into their current marketing automation tool and identify improvement possibilities.

What we did

We conducted a marketing automation scan to help HappySoaps understand how to get the most out of their marketing automation tool. During the scan process we collected data based on the currently active emails and automation flows, then provided a pragmatic action plan with an impact-feasibility analysis to further improve this aspect of technical marketing. Three examples of the deep-dive sections:

1. Analyzing the marketing automation tool setup

Initial problem: A marketing automation tool can be easily integrated but with different settings and connections to other tools, it is a more powerful tool.

Deliverable: Create a checklist ready listing the current integrations, reports of the active emails and automation flows.

Benefits: Connecting the dots. When you understand how marketing automation software can be connected to other tools or integrations, it gives you a stronger martech stack. For a scan, it is important that we see if the tracking code is installed correctly, how the flows are running, what email templates were created in order to provide the most pragmatic action plan.

2. Scanning the active marketing automation flows

Initial problem: The marketing automation tool provided basic flows as templates, but these were not adjusted to the automation dynamics of HappySoaps.

Deliverable: Provide a list of points where current automation flows can be more specific to HappySoaps. Identify and introduce flows that are not based on the templates of the marketing automation tool.

Benefits: A successful implementation of a marketing automation tool is aligned to strategy. Each flow can contribute to a specific marketing goal (e.g. reduce churn rate, nurture customers, improve brand loyalty).

3. Showing the next level of emails

Initial problem: There were emails with the same copy, subject line and images in different automation flows with a lack of more advanced UTM tracking.

Deliverable: Introduce different email template ideas, highlight why UTM tracking is essential for emails, show different aspects of emails that can be A/B tested for further optimisation.

Benefits: Emails are great online communication forms that can help you have a higher engagement rate through personalised messages. It influences your checkout rate, which is visible with a standardized UTM setting and emails give you an incredible amount of opportunities to run different tests for optimisation.

Impact we made

  • Gave a better understanding on what automation flows could be added to increase conversion rate
  • Identified several aspects for A/B testing in both emails and automation flows
  • Pointed out the importance of an improved version UTM tracking
  • Created an overall backlog 35+ potential improvement points


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