Case Study: Dymocks achieves 2.8x email open rates and boosts sales with Oracle Marketing Cloud

Dymocks improves open rate by 2.8x and boosts sales with Oracle Marketing Cloud

Dymocks, a 139‑year‑old Australian bookseller with about 1 million Booklover members, needed to move beyond basic email blasts to a more sophisticated marketing platform. With growing membership data and campaign volume, the retailer sought better personalization, automated trigger campaigns, and cross‑channel capabilities to boost loyalty, engagement, and sales.

By implementing Oracle CX Marketing (Responsys) with Send Time Optimization, SMS and mobile push, and analytics, Dymocks automated millions of targeted emails and personalized member communications. The result: open rates rose 2.8x (24% to ~67%) and click rates 3x (2% to 6%); EDMs drove a 7% sales lift and US$230K incremental revenue, trigger reminders produced a 32% uplift and US$187K in three months, and re‑engaging 5,000 members is projected to add ~US$347K quarterly—while improving data quality, reducing campaign build time, and enabling future cross‑channel growth.

Dymocks

Sophie Higgins

Head of Merchandise and Marketing