• YEAR 2020 to present
  • PROJECT Email marketing support on demand
  • INDUSTRY Renovation projects and home construction retailer

About the client

With more than 375 stores across Canada and 84 years of experience under their toolbelt, RONA is one of Canada’s most trusted home improvement companies. The company’s network includes both corporate stores and independent affiliated dealers as well as an online platform, all of which offer a robust product selection in addition to expert advice on renovation and building projects.


Looking for a partner who could navigate a complex, multilingual business structure, RONA selected BDG to provide day-to-day email marketing support for their line of business. With an upcoming peak season, employees on leave, and key positions unfilled, they needed more email marketing specialists to keep up with the robust email calendar and support to send the emails that were planned. With time, the relationship evolved. BDG now offers specialized support year round, providing bilingual resources that are experts on SFMC whether during busy times or when RONA’s internal team is unable to take on the email marketing workload.



Act as an extension of the RONA team

to offer support with all internal tasks related to email marketing, as if BDG were on the ground sitting right next to them.


Implement effective project management

using Jira to ensure all parts move according to plan and on time. This includes making sure the designers have the assets they need to design the emails, and that everything is ready for the integrator to build them. BDG assigns clear tasks and checks in daily with each expertise so there are no blockers in the creation journey.


Create briefs and mapping for each email

to align with RONA’s overall strategy, goals and calendar. To do this, BDG meets with the RONA team to review the unique content requests for each email in detail in order to generate thorough content briefs, as well as undergo a comprehensive mapping exercise to prepare all the emails’ dynamic content for a flawless integration.


Perform a rigorous QA

to ensure all elements of the email reflect the brief. BDG looks thoroughly at the design, the content (to ensure there are no typos and that the correct information is included) as well as the integration including the different renderings in internet service providers (Outlook, Yahoo, Gmail, etc), links, tracking and all elements of the dynamic content. BDG then provides detailed feedback to RONA who resolves the errors.


Give the emails a successful send off

by scheduling them in SFMC, ensuring that the correct Data Extensions for each campaign and for each brand were accurately targeted and excluded. BDG then built a thorough send-off checklist to ensure the folders, classifications and send times are correct.

bdg process

  • Document RONA’s unique processes

    BDG thoroughly documents RONA’s processes for their unique lines of business. This includes email briefs, how to create the data mapping, and steps for how to use the brief and mapping templates - all available in a digestible video recording format.

  • Ensure all members of the BDG team are equipped to jump in

    BDG’s mandate is to offer immediate support to RONA when needed, therefore BDG provides each of its team members with exhaustive training on RONA’s email marketing operation, so that any given team member is up to speed and primed to dig in autonomously on the channel within 72 hours or less.

The outcome

  • Thanks to our involvement with clients like RONA, we are able to support their team and make sure they have no interruption with their email schedule.


BDG’s resourcefulness is amazing. I have reached out to them and asked for additional support for our team and they have always come around to give us an extra hand during peak seasons when I’m lacking resources. The BDG team is highly responsive. It’s been quick and easy to secure everything we needed from them. They are always on! And everyone that has worked with our account has been a pleasure to work with. They are a true partner to our operation.

Luc Garneau

Director Loyalty & CRM, Marketing

Pin It on Pinterest