Wind Rises: Triggered Campaigns Drive Loyalty & Revenue

About the Company:

Wind Rises is a leading provider of sailing education and training, making sailing accessible and understandable for everyone. It offers courses for beginners and experienced sailors, ensuring personalized instruction and expert support.

Implementation Modules: Email, WhatsApp
Platforms: Dashly and Edna

The Goal:

For Wind Rises, maintaining strong connections with existing customers was crucial – not only engaging them in training but also encouraging participation in major brand events like races, regattas, and community gatherings for sailors. Our primary goal was to build a comprehensive network of triggered scenarios that automatically engaged customers at every stage of their journey – from initial course registration to attendance at major professional yachting events.

A secondary goal was to capture new contacts to expand the customer base and drive sales growth. 

What We Did:

We began by implementing automated email trigger campaigns to cover:

• Activation
• Purchase confirmation
• Reactivation
• Cross-selling
• Feedback collection
• Enhancing brand and product loyalty

Next, we launched mass email and WhatsApp campaigns to:

• Motivate purchases and grow sales
• Inform customers about upcoming brand events and activities
• Boost customer engagement

Additionally, our team developed, configured, and launched a chatbot designed to:

• Collect contact and other data for the CRM system
• Increase brand and product loyalty
• Automate the sales funnel

«We worked closely with the team to refine the client’s Customer Journey Map (CJM) and covered it with automated communications – from the booking moment to post-class feedback collection. We use confirmations and multiple reminders about appointments, informing clients about what to bring, directions, and available facilities to make their experience clear and comfortable. This approach eliminated manual client communications, saving time by automating outreach. Moving forward, we plan to develop chatbots to automate new user acquisition for those who haven’t yet shared their contact information». 

Trigger Email Scenarios

Confirmation Emails

In the Wind Rises business, sometimes a significant time passes between event registration and the actual event. We support the client throughout the waiting period. Immediately after registration, an automatic confirmation email is sent, containing all event details for the client’s convenience.

24 hours before the event, all participants receive reminder emails with useful tips to ensure a comfortable experience and to strengthen loyalty and brand connection.

Registration Confirmation for Courses/Experiences/Races
After successful registration, we confirm the client’s participation with details including event date and time, location, a checklist of necessary items, and organizer contact information for any questions.

Training/Race Start Reminder
24 hours before the event, clients receive reminders confirming the time and place along with brief instructions or preparation tips.

Open Rate – 85.54%, Click-Through Rate – 21.89%

Emails for Special Dates

We’ve already emphasized how important it was for the brand to stay connected with its clients. Seven days before a holiday, we send a congratulatory email featuring a motivating bonus – a discount applicable to any of the brand’s offerings, whether a course, race, or experience. The lengthy validity of this discount allows clients to select a comfortable timing and event with ease. Thoughtful care is key to strengthening loyalty.

Seventeen days before the client’s birthday, a follow-up email reminds them of the benefits and opportunities available.

Reactivation Emails

Automatically sent to clients who haven’t attended sessions for more than two months, these emails remind them of the importance of continuing training and skill development. The message offers a special discount on their next course purchase or event participation to encourage their return.

Cross-Sell Campaigns

Wind Rises offers various sailing training levels and experiences. Introductory courses, basics, and advanced sailing lessons are grouped into learning stages. Extracurricular events cater to different audiences as well. After completing a course, we encourage clients to expand their skills by purchasing other brand products or attending community events.

Offer to Sailing Experience Course Graduates:
An invitation to enroll in the “Basics of Yachting” course to deepen their initial knowledge and advance their sailing proficiency.

Offer to Novice Race Participants:
An invitation to participate in more challenging, competitive races, sparking interest in further sailing skill development through higher-level competitions.

Each offer includes essential course or event info and the benefits of participation, with limited-time discounts adding extra motivation.

Open Rate – 57.43%

Feedback Emails
Feedback is a key factor influencing Wind Rises’ business model evolution. That’s why we created not only classic post-course/event survey emails but also quarterly satisfaction surveys tracking client sentiment over time.

Post-Course or Event Emails
These auto-send immediately after event or course completion, inviting clients to rate service quality and share impressions and improvement ideas.

Quarterly Satisfaction Surveys
Options include rating training quality, customer service, booking platform usability, and more.

Results: Open Rate – 63.22%, Click-Through Rate – 9.16%

Example survey created using TypeForm

Abandoned Cart Trigger Emails

If a client adds a course or event to their cart but doesn’t complete the purchase, he receives an automatic reminder email after one hour. The email includes details of the selected course/event and allows to complete registration via a simplified process directly from the email, boosting conversion rates significantly.

If no purchase occurs within 24 hours, a follow-up email with a discount promo code is sent.

Results: Open Rate – 61.00%, Click-Through Rate – 8.74%

Reminder Emails

Reminder triggers play a key role in keeping clients active and engaged. They remind clients of upcoming events and opportunities, boosting brand loyalty.

At intervals of 7 days, 24 hours, and 3 hours before a course or event, clients receive emails containing event details, preparation recommendations, useful tips, and reminders of participation benefits.

Chatbot for Visitor Qualification and Data Collection

We developed and launched a chatbot on the official Wind Rises website to strengthen client loyalty, introduce new visitors to the brand, collect basic client information before passing it to sales, and gather contact data into the CRM system.

The chatbot also announces promotions and discounts in exchange for contact details. For example, a Black Friday 40% discount offer on the Sailing Experience project generated chat dialogues in 3.8% of chatbot inquiries, leading to contact sharing.

Chatbot Capabilities and Benefits:

• Greeting and Initial Qualification: 

Activates immediately upon site entry, asking questions to gauge visitor interest, experience, and preferences in sailing.

• Data Collection and Analysis: 

Gathers key visitor information such as contacts, interests, and needs, automatically integrating with the company’s CRM for marketing and sales use.

• Information Provision and Recommendations: 

Offers course, experience, or race suggestions based on data, with additional info available on request.

• Call to Action: 

After qualification and information delivery, prompts visitors to register for courses or events, increasing conversion odds.

The chatbot is also used to announce promotions and discounts in exchange for contact details. For example, during Black Friday, we created an offer: a 40% discount on participation in the Sailing Experience project. About 3.8% of chatbot inquiries that initiated a dialogue involving the discount offer, converted into chats with subsequent contact information submission.

Email: Mass Campaigns

Regular email campaigns inform subscribers about upcoming courses, trainings, races, and special offers. Each email contains detailed, up-to-date information including dates, venues, participation conditions and client benefits.

«With mass email campaigns, we keep interest alive and inform subscribers about upcoming events. By collecting client data, we can segment them and send targeted campaigns only to those who have attended specific event types. We use both email and WhatsApp channels for these mass communications».

Emails announcing new products like Gift Cards or events such as Valentine’s Day are also part of our mass campaigns.

 

Results: Open Rate: 37.38%, Click-Through Rate: 0.84%

WhatsApp as a Marketing Channel

For Wind Rises, WhatsApp is used to send messages requiring immediate attention, typically featuring exclusive offers, discounts, flash sales, and limited invitations to popular events.

Open Rate: up to 84%

If your marketing communications involve Dashly and Edna services, DataGrow specialists can expertly manage integrations and handle all technical details. Contact us for precise and effective budget use on trigger and mass email campaigns as well as WhatsApp messaging.