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CASE STUDY
How Spaghetti Agency is riding high with their creativity using email marketing
- Industry Creative Agency
- Company size2-20
Interesting Insights:
PURE India runs its projects in 14 states across India with 40-plus corporate partners
The company
Spaghetti Agency is a vibrant content marketing firm committed to empowering businesses to optimize their online presence. Spearheaded by directors Graham Todd and Jo Ciriani, the agency not only produces engaging content but also fosters a cowboy-themed workplace, reflecting their unique and quirky style. Specializing in crafting impactful and authentic content, they help their clients maintain a memorable digital footprint and retain their existing customers.
"Both of us have a strong passion for training and worked as trainers for years," says Jo. However, they had to pivot post-COVID. "We decided to shift our focus more towards retention services." Currently, the majority of their work involves creating monthly content for client retention. They also undertake website projects where they assist clients with their content and related aspects.
"We started with MailChimp, which was suitable for beginners with small lists and limited knowledge. However, we encountered a significant setback when someone reported our emails as spam, resulting in the suspension of our entire email list."
- Jo, Director, Spaghetti Agency
The problem
When they started out, they faced a lot of roadblocks with their email marketing platform. "We started with MailChimp, which was suitable for beginners with small lists and limited knowledge. However, we encountered a significant setback when someone reported our emails as spam, resulting in the suspension of our entire email list," says Jo.
This incident highlighted their need for a comprehensive solution. It became really important for them to invest in a solution that would help them scale in the longer run.
""We manage a Facebook group called Spaghetti Besties. It serves as an informal networking and chat space where individuals can connect, offer support, and seek assistance. Currently, we have approximately 3,000 members, fostering a tight-knit community."
- Todd, Director, Spaghetti Agency
The solution
The team at Spaghetti Agency was introduced to Zoho by their tech partners who helped them set the system up, and it's never looking back from there. The company relies heavily on email templates for their communication, aiming for consistency and ease of use. They intentionally keep the design simple to focus on content and copy, sending out two types of emails weekly: a blog update on marketing trends and a quirky digital roundup on Fridays.
"It makes our life easier, and we purposely decide not to go too crazy with the design on our emails because we want them to be really all about the content and about the copy we send," says Jo.
Though they collaborate closely with their partner, they personally manage the template-related tasks themselves. "I'm not massively technical; I understand enough but I don't have a problem with working on Zoho Campaigns' template editor."
Jo and Todd actively manage subscriber lists, monitor engagement metrics, and personalize outreach based on user behavior, ensuring a more personalized customer experience. Additionally, they employ an automated onboarding series to introduce new subscribers to their services and pricing, catering to their diverse client base. This meticulous approach to email marketing is supplemented by regular meetings to analyze key metrics and optimize strategies for continued success.
Benefits and ROI
Jo further adds, "We manage a Facebook group called Spaghetti Besties. It serves as an informal networking and chat space where individuals can connect, offer support, and seek assistance. Currently, we have approximately 3,000 members, fostering a tight-knit community."
Upon joining, we collect basic information such as email addresses and inquire about any specific marketing challenges they might be facing. This data is integrated into their CRM system and used to tailor our communication with members.
For them, the road ahead symbolizes not just progress but also opportunities for growth and innovation, and they see Zoho campaigns as an important part of their journey.
To know more, visit Spaghetti Agency.
- IndustryCreative Agency
- Company size2-20
Interesting Insights:
At Spaghetti Agency, their furry friend Peggy assumes the role of CEO - Chief Barketing Officer, while spending the day doing pawject management duties.
