The background

Grenson prides itself in the quality of its shoemaking through astute attention to detail; since 1866, the brand has respected best-of-breed techniques and processes which have ultimately earnt the brand its heritage status.


To provide a customer experience online that marries perfectly to the one in store. Grenson wanted to broaden its email reach without compromising its respected heritage status – in effect, sustaining aftersales engagement through personalized customer care, rather than through the art of upselling.


Through a ‘collaborative automation build’ session with dotmailer’s digital marketing specialists, Grenson implemented a post-purchase automation program that was purely customer-centric, achieving a 70% average open rate from its aftersales email program and a 60% response click rate.


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