HUMMEL × Raptor × SJURE
From manual work to smart marketing
hummel, the iconic Danish sportswear brand with over 100 years of history, has a growing presence across 7 international markets and more than 350,000 email subscribers. But with a rapidly expanding product catalog and a busy marketing calendar, their CRM team faced a tough challenge:
“How do you deliver more relevant emails, faster…
without burning out your team?”
That’s where we came in. At SJURE SOLUTIONS, we partnered with hummel and Raptor Services to transform hummel’s email marketing setup from a time-consuming manual process to a scalable, data-driven, and personalized engine – one that drives real results.
The goal
More relevance. Less routine. Smarter execution.
hummel’s CRM team wanted to:
Deliver personalized product recommendations based on user behavior and preferences.
Reduce the time spent building and designing email campaigns.
Make decisions based on data – not gut feeling.
Working closely with hummel and Raptor, we helped them move to an automated email setup powered by behavioral triggers, personalized product feeds, and scalable content design – all deeply integrated into their email platform.
Customized feeds
Relevant emails at scale – without the manual work
hummel was sending up to 17 newsletters a week – many of them manually built. We implemented Customized Feeds from Raptor, integrated with their campaign strategies and supported the setup in Salesforce Marketing Cloud.
These feeds allow the hummel team to:
Define strategic product scopes (by collection, category, audience, etc.)
Let the recommendation engine personalize the final selection per user
The result?
+20% average increase in click rates
+782% increase in revenue per email
These numbers speak for themselves. More relevance = more clicks = more revenue.
Triggered emails
Right message. Right moment. Real impact.
We worked with hummel to roll out behavioral triggers, including their Category Interest Trigger, which activates when a user repeatedly visits a specific category.
Our role wasn’t just technical – we also provided:
Strategic roadmaps for trigger rollout
Best practices for prioritization
Ongoing support and testing
The performance? Strong. And the potential? Massive. Each trigger reduces the need for manual campaigns and increases the relevance of every message sent.
“With triggers, we can reach people with what they are actually interested in.”
Custom block: Personalization made simple
One of our key contributions to this project was a custom-built content block inside Salesforce Marketing Cloud. Designed specifically for hummel’s needs, this block allows marketers to:
Control recommendations using checkboxes and sliders
Easily include, exclude, boost or suppress products
Make changes without needing any coding skills
“SJURE’s custom block makes personalization simple for any marketer.
It’s intuitive, powerful, and saves us so much time.”
Saving hours with layout designer
Another pain point was the time spent editing product images and layouts in Photoshop. For a brand sending multiple newsletters daily, this was a massive time drain.
With Raptors Layout Designer, we helped hummel:
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Apply consistent branding and design across all product images
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Create and test multiple layout versions easily
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Make real-time updates across markets – in minutes, not hours
Now the team works with over 14 layout variations, all brand-aligned and ready to go.
“I love working with Raptor’s Layout Designer.
It’s a fun, creative tool that makes it easy to experiment.”
The result?
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Hours saved on layout design and email production
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Increased productivity and confidence across the CRM team
What’s next?
With a strong foundation in place – from triggers to feeds to automation – the hummel team is now preparing to launch:
Abandoned cart emails
Price drop alerts
Favorite product reminders
More advanced behavioral triggers
And we’ll be right there with them.
Ready to unlock more from your email marketing?
If you want to:
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Automate smarter
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Personalize faster
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Drive more revenue with less effort
Let’s talk. Whether you’re using Salesforce Marketing Cloud or another platform, we’ll help you implement a solution that delivers measurable results.
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