A cornerstone of the electronic music industry, this Online Music Store is a global leader serving artists, DJs, producers, and labels, providing the tracks, tools, and connections for their community to thrive and grow. The Music Store’s brand promise is to provide best-in-class services to support artists in their journey through the stages of Create, Grow, and Play.

Creating personalized journeys with Marketing Cloud Engagement

As a highly distributed company that grew organically and via acquisition, the Music Store saw a great opportunity in consolidating to Salesforce’s marketing stack, beginning with Marketing Cloud Engagement to provide personalized email journeys for their DJ community.

Working with Silverline, the Music Store did the hard work of cleaning and consolidating their contact lists, segmenting their audiences, and defining their customer journeys. They were able to consolidate email communications, migrating off of Hubspot onto Marketing Cloud Engagement for a consistent brand experience. With that strong foundation, the Music Store was able to focus on their next step to extending their tight-knit in-person interactions to the web.

Driving conversion and providing actionable insights

The Music Store’s busy peaks follow the live music schedule and holidays, with activities ramping in April, crescendoing in the summer, and spiking again during the winter holiday season. Their website — relaunched in June 2023 — is the primary revenue source for subscription and downloaded tracks, as well as a venue to their other online properties to buy loops, products, and access content.

Within nine weeks, Silverline worked side-by-side with the Music Store’s marketing team to set a strategy, prioritize key functionality to drive conversion, and design and execute the plan. Specifically, it implemented Marketing Cloud Personalization (MCP) to replace the existing coupon functionality, which, on the legacy technology, did not provide data on clicks, conversions, and other activities.

Once a person landed on the website, the Music Store wanted a better understanding of that individual’s affinities, such as the artists they like or the charts they are playing. Using Marketing Cloud Personalization, Silverline was able to capture affinities at a granular level of detail to give the company more insights into its customer base that could be leveraged for marketing purposes.

Real-time data evolves marketing initiatives

The Music Store is now evolving its marketing capabilities towards a data-driven marketing strategy to focus on the following:

  • If a person abandons the subscription sign-up page or abandons their cart, Salesforce Marketing Cloud and MCP integration allows the Music Store to retarget that person via a relevant and targeted email campaign
  • The Music Store is now able to highlight to its customer base when a favorite or followed artist publishes, where they’re playing and when, or suggest artists like them
  • MCP AI recommendation models can help focus customers’ attention to Artists I Like, Trending Charts, or Recommended genres

With MCP, the Music Store has quick access to data in real time, so it can tweak marketing initiatives as needed. For example, using Einstein recommendations, the Music Store can provide a unique customer experience on its website by individualizing DJ chart content based on affinities for artists, labels, and genres.

Over the course of the first year, the Music Store saw:

  • 150% increase in engagement
  • $120,000 increase in monthly revenue
  • 3x increase in coupon usage
  • Over 20,000 new free subscription sign ups and 10,000 paid subscriptions
  • 5.8 million impressions on MCP coupons
  • 93,000 clicks on MCP coupons

By leveraging data to deliver individualized experiences, the Music Store deepens engagement and drives revenue growth with its DJ community. Salesforce Marketing Cloud Personalization empowers the next stage of the Music Store’s mission: bringing the power of personal connections into the digital realm.