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“We want to create emails that not only look great but also connect with our audience,” says Maria Nakazono, CRM/Digital Marketing Specialist at Salomon Japan. “Omnisend lets us do both.”
The team sends several campaigns a week, each crafted around a specific weekly topic or hero product. While they follow a global email template, localization is key. “We adapt the global assets so the content resonates with Japanese customers,” Maria explains. “Even when we don’t have localized images, we use copy to create that connection and make people want to read on and explore our products.”
That balance between brand consistency and local relevance is paying off. A recent campaign featuring best-selling footwear outperformed all others during that quarter — an insight the team is now using to shape future sends. “We hadn’t sent an email like that before, but it performed really well,” Maria adds. “Now we know that this is the kind of information our customers want, so we’ll keep doing more like it.”
Salomon Japan’s campaign performance backs it up: one recent email sent to over 130,000 contacts achieved a click rate of more than 1.4%, showing just how effective their content-first, brand-aligned approach can be. They also consistently maintain an average open rate of around 45%, which is significant for such a large list, and consistently hit a revenue of ¥1,900,000 (around $13,000).
Segment smarter, not harder
Salomon Japan’s campaigns are highly targeted, thanks to smart segmentation based on customer interests and loyalty. “We send emails based on categories like ski, snowboard, outdoor, and running,” says Maria. “We also have a membership program, so we make use of that segment to send member-only information.”
The brand also implemented a seamless API connection between Omnisend and its loyalty system to trigger personalized emails when customers reach a new tier or celebrate a birthday. “These automations have been really effective, especially for growing our membership base. One of our main goals beyond sales is to build loyalty — and Omnisend helps us do that.”
Test, learn, improve
Before every campaign goes out, multiple team members review the content to make sure the key message is clear and compelling. “We check the email with several teams to make sure we’re saying the right thing in the right way,” Maria explained. “We want the language to be simple, easy to understand, and make people want to click through.”
The team also runs regular A/B tests, especially in automations like checkout abandonment flow. “We use A/B testing to figure out what’s really working. With Omnisend the process of comparing and applying insights for the future campaigns is very straightforward.”
One key lesson the Salomon Japan team learned is to not try to say too much at once. “It’s easy to overload emails with information, but we’ve learned to focus on the key products and key messages. It respects the customer’s time and makes the emails more effective.”
Looking ahead
With a solid foundation of well-designed campaigns and thoughtful automation, Salomon Japan is now focused on deepening its CRM strategy. “We want to use more detailed segmentation and more automations moving forward,” says Maria. “That’s how we’ll keep creating loyal fans and long-term growth.”
When asked if they’d recommend Omnisend to other brands, Maria’s answer is clear. “Yes, absolutely. It’s intuitive, easy to integrate with Shopify, doesn’t have a steep learning curve, and has great reporting which helps us to understand the results. It’s evolving quickly to meet our needs — and that helps us keep growing.”
