Dacor, a luxury kitchen appliance brand with a 50-year legacy, had a disjointed email strategy that was failing to connect with its audiences. With contacts scattered across multiple data sources and no real infrastructure, the team was unable to personalize content or leverage behavioral data.
Many brands accept things as is or settle for a slow and steady fix. However, Dacor partnered with Veryn not just to restart their email program but to build a clear channel that communicates effectively, resonates with the end user, and accelerates both leads and revenue.
3X
225%
8
Challenge: Turning Disconnected Data to Meaningful Engagement
When Dacor came to Veryn, they knew email had potential but needed help turning that potential into performance. With no centralized marketing system, their contact records lived in disparate Excel files, collected from trade shows, forms, and events. This setup meant Dacor had no way to segment by audience, intent, or behavior. Engagement was low, and visibility into campaign performance was non-existent.
Solution: Clear Segments, Timely Messages, Real Results
Veryn helped Dacor ditch Excel, adopt a martech platform, and start sending emails that actually connected with their different audience segments. Working closely with the Dacor team, Veryn rolled out a fully reimagined CRM nurture strategy tailored to audience behavior and intent.
The transformation progressed in four phases:
1. Build the foundation
Spreadsheets were replaced with a centralized system. Contacts were cleaned, organized, and their marketing automation platform (MAP) provided the structure needed to move forward.
2. Segment the audience by engagement
Every contact was sorted into hot, warm, cold, or frozen. Hot leads received sales content. Warm leads got nurturing messages. Cold leads saw educational resources. Frozen contacts were cleared out to protect performance.
3. Let actions drive the message
Thanks to the adoption of MAP, trigger-based automation delivered relevant content based on user behavior. For example, if a contact visited a product category on the website, they'd receive a tailored follow-up featuring that product. Contacts who visited lead generation pages but didn't complete a form were sent supportive follow-ups with helpful resources and contact options.
4. Test what works and apply learnings
Each campaign was a chance to improve. A/B testing, from subject lines to layout variations, refined the strategy. Open rates climbed from 8% to 26%. Winning content, like rebate offers and showroom invitations, was reused to keep results growing.
Results: Tripled Engagement in Under 8 Months
The impact was immediate and measurable. Open rates surged, previously cold audiences became active, and engagement skyrocketed. Careful optimization and ongoing performance tracking made the momentum stick.
Key wins included:
- Open rates soared from 8% to 26% with strategic subject line testing
- Overall engagement tripled in just 8 months, faster than anyone expected
- Inactive contacts re-engaged through a tiered messaging strategy
- Behavior-based triggers outperformed generic nurtures by a wide margin
- Deliverability and database health improved by removing non-responsive contacts
By combining behavioral targeting, continuous testing, and modular design, a fractured list was transformed into a high-performing CRM program. Engagement rates tripled, and email became a reliable channel for reaching the right people at the right time.
Impact: Scalable, Sustainable, and Still Evolving
With clean data, powerful tools, and a proven strategy, Dacor's email program became a high-performing channel. It runs on behavior, adapts to the audience, and keeps improving. No spreadsheets. No guesswork. Just results.
There is nothing better than seeing a client light up when a strategy delivers. We took a complex challenge, built a clear path forward, and the results exceeded expectations. The credit goes to an incredible team and a client who was all in from day one.
— Ann Van Duzen, VP Services, Veryn