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CLIENT STORY – TOGA​

Marketing Automation Success, Customer Journeys, and Business Growth.

From Modest Outreach to Massive Scale: Helping a National Property Developer Achieve Millions of Sends and 39% Open Rates.

Implementation Highlights

Driving Higher Engagement Through Personalised Marketing Automation

VYBRNT focused on the personalisation feature’s within ActiveCampaign to increase open rates and click-to-open rates. This included the project email being sent from the specific sales agent who had been assigned to the prospect. The content in the email itself was also customised to give a personal feel, with signature’s inserted from the relevant salesperson for each email.

From only a few thousand emails a year going out, we were able to achieve the highly impactful results for the company….
  • Total Email Campaigns: 392!
  • Total Sends: 1,472,319 emails delivered!!!
  • Bounce Rate: 0.53%
  • Average Open Rate: 39%!
  • Average Click Rate: 4.4%!
Implementation Highlights

Driving Higher Engagement Through Personalised Marketing Automation

VYBRNT focused on the personalisation feature’s within ActiveCampaign to increase open rates and click-to-open rates. This included the project email being sent from the specific sales agent who had been assigned to the prospect. The content in the email itself was also customised to give a personal feel, with signature’s inserted from the relevant salesperson for each email.

From only a few thousand emails a year going out, we were able to achieve the highly impactful results for the company….
  • Total Email Campaigns: 392!
  • Total Sends: 1,472,319 emails delivered!!!
  • Bounce Rate: 0.53%
  • Average Open Rate: 39%!
  • Average Click Rate: 4.4%!
The VYBRNT Challenge

Back in 2019, TOGA set its sights on becoming an industry leader.

TOGA recognised that its database marketing technology and strategy had become outdated, putting the business at risk of falling behind in an increasingly competitive market.
With long-term customer relationships at the heart of its business, TOGA required a trusted technology partner to modernise its marketing, improve customer engagement, and build a scalable lead-nurturing strategy.

2019

ActiveCampaign was chosen and installed into the business.

Implementation

VYBRNT led the implementation, in collaboration with TOGA's internal team.

The Beginning

This was the beginning of a drastically more efficient and personalised marketing communication strategy.

Limited Lead Nurturing

> TOGA's lead nurturing relied primarily on a monthly email newsletter, resulting in minimal customer touchpoints and limited engagement throughout the buying journey.

Lack of CRM Integration

> There was little to no integration between TOGA's CRM (Microsoft Dynamics) and its email marketing platform, restricting automation, scalability, and data-driven marketing.

Lack of CRM Integration

> There was little to no integration between TOGA's CRM (Microsoft Dynamics) and its email marketing platform, restricting automation, scalability, and data-driven marketing.

Results

Thousands of customers and leads nurtured (automatically)

Reduction in TOGA's Sales Teams time spent emailing prospects.

Substantially higher conversion rates on project-based campaigns.

Wicks Place 100% sold and completed in record time.

EMAIL PERFORMANCE OVER THE YEARS

Phase 1: Pre-Launch (2019-2020)

Minimal email activity during the setup and planning phase. Only a few thousands emails sent in the years prior.

Phase 2: Launch & Rapid Growth (2021-2022)

2021: 126,769 emails – Initial launch year 2022: 360,941 emails – Explosive 185% growth in customer touch-points.

Phase 3: Strategic Adjustment (2023)

2023: 339,617 emails – 6% pullback to optimize the strategy, and re-launch the nurture sequences.

Phase 4: Peak Performance (2024)

2024: 451,831 emails – Record high, 33% growth from 2023

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WHAT OUR CLIENTS Are Saying

“VYBRNT has helped Toga keep a strong handle on it’s project nurture sequences. For the last few years we’ve launched over four luxury developments, and have built a streamlined process for nurturing our leads.”

Anthony Falas

Executive General Manager | Sales & Property Management

Our Solution

VYBRNT's Solution

VYBRNT partnered with TOGA to ensure that their messaging highlighted the breadth of their expertise in the industry. In property-sales, the customer journey can be a lengthy one, often segmented into buying time frames.

The buying time-frame segmentation was key to the overall strategy. VYBRNT helped define segments, organised into 3, 6, 12, and 24-month buying time frames.

Over the last few project life-cycle, TOGA has experienced outstanding results with their lead-nurture metrics.

Project-Specific Nurture Automations

VYBRNT created project-specific nurture automations using ActiveCampaign. A standardised process was brought into the company, to be built across all projects.

VYBRNT SMS Marketing

VYBRNT also added VYBRNT SMS marketing which promoted viewing events for each specific project. VYBRNT SMS also fully integrates with ActiveCampaign, making for easy implementation.

VYBRNT SMS Marketing

VYBRNT assisted with the design and optimsation of a 2-way custom integration between ActiveCampaign and Microsoft Dynamics.

VYBRNT SMS Marketing

Defined intelligent audience segments based on customer buying timeframes (3, 6, 12 and 24 months), enabling highly relevant, personalised communications that improved engagement throughout the customer journey.

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