Marketing Case Study: How We Increased Transaction Coefficient by 30% Client: Zootovary.com

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Wesley Lee
5 years ago
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Email Marketing Case Study: How We Increased

1 Marketing Case Study: How We Increased Transaction Coefficient by 30% Client: Zootovary.com

2 Client Zootovary.com is a website from a full cycle pet store. They have a network of retail stores and their own courier delivery service in Kiev, Ukraine. National delivery service is also available to their customers.

3 Challenge To increase sales using an -marketing channel; To enhance customer loyalty to the brand; To gather detailed information about the customers and then create personalized s.

4 The project team Nikita Korchevskyi head of -marketing department Zoriana Oberemok -marketing lead specialist Alexandra Dubakova project manager

Yaroslav Gavrish Managing Partner at Zootovary.com We have been working with the team from the email-marketing department at Promodo for less than 12 months.

All this was provided by the Promodo team and was carried out in a timely, responsible, and qualitative manner.

5 Yaroslav Gavrish Managing Partner at Zootovary.com We have been working with the team from the -marketing department at Promodo for less than 12 months. The main goal of this cooperation was to segment the database of contacts effectively and to obtain the maximum amount of information about our subscribers to personalize s. All this was provided by the Promodo team and was carried out in a timely, responsible, and qualitative manner. We recommend this company as a reliable and pro-active Agency in the field of -marketing. Alexandra Dubakova project manager at Promodo For us, it was very important that the client was moving forward with our initiatives and responded quickly to any changes and suggestions we made. Working with Yaroslav Gavrish and his team was such a case. Thanks to their efficiency and flexibility, we were able to achieve great results: increase customer loyalty to the online store and grow monthly income generated by the marketing channel on average by 30%.

6 Initial data At the beginning, we determined that this project actually had no segmentation of contacts within the database. For this online store, quality database segmentation was vital for the growth in the number of sales.

7 Task 1 To segment the subscribers database.

8 We decided to use several methods to obtain the maximum amount of data about the subscribers. So, we created a form that collected data about subscribers and in return provided discounts for their time. This form consisted of the following fields: Pet s Name; Kind of Pet; Its Date of Birth; Kind of the Food; Suggestions. To collect the users data, we sent two promotional s with a proposal to complete this form.

9 Results

10 The effectiveness of the form completion after sending these two s:

11 In addition, the block with the form included was added to all promotional and trigger s. This block was shown only to those subscribers who did not complete the survey.

12 20% of the active users filled in the form after 6 months the s were sent. +30% 20% monthly income generated by the channel the percent of clients who completed the form

13 Task 2 To effectively use the collected data about subscribers.

1. Greeting a pet with the birthday This trigger is personalized, as

Depending on the kind of pet, the email contains a banner with a cat,

The name of the pet is automatically pulled up in the subject line and

14 1. Greeting a pet with the birthday This trigger is personalized, as it is sent to a particular user on the Birthday of the owner s pet. Depending on the kind of pet, the contains a banner with a cat, a dog, or a general image, as well as corresponding text. The name of the pet is automatically pulled up in the subject line and the body of the . For cat pet owners For dog pet owners For owners of other pets

2. A reminder to buy food This trigger email is sent during a specific time interval depending on the kind of the pet and

15 2. A reminder to buy food This trigger is sent during a specific time interval depending on the kind of the pet and weight of the food packaging. It uses the following data: Kind of pet; Pet s name; Weight of food package purchased earlier.

16 With these s, we also launched a series of other triggers: Welcome-series: The first message is sent immediately after the subscription and welcomes a new customer. Other messages with additional information are sent at intervals of several days. Abandoned view If a visitor spends some time on the site but does not complete any actions we consider important, some time later the customer receives an with the viewed and recommended products. Abandoned cart If a visitor adds an item to the cart, but for some reason doesn t сomplete the order, the customer receives an with a reminder about the items left in the cart and call-to-action to complete the purchase. Purchases reactivation An is sent automatically and only when the customer made purchases earlier, but has not been active for more than 6 months.

17 Results

18 Personalized triggers showed impressive results, as compared to other s: The average open rate (percentage of opened s) is under 35%. The click rate (conversion rate of the s) is under 10%. The conversion rate is about 15%. At the same time, the personalized trigger s showed significantly higher rates: 40 70% 25% 30 35% Open Rate Click Rate Transaction coefficient

The introduction of the form, basic and personalized triggers allowed to achieve even better results: Monthly income generated by the email channel increased by an average of 30%.

19 The introduction of the form, basic and personalized triggers allowed to achieve even better results: Monthly income generated by the channel increased by an average of 30%. The form s completion reached about 20% of the active users. Sending personalized s made it possible not only to achieve the growth of transactions and revenue, but also allowed to increase the subscribers loyalty with every new . These s show care and make it clear for each subscriber that the company considers their opinions and provides them the most relevant information.

What s next? Expanding a personalized scenario «A reminder to buy a pet food» for all kinds of pets (not only cats and dogs) and also a wider selection of foods.

20 What s next? Expanding a personalized scenario «A reminder to buy a pet food» for all kinds of pets (not only cats and dogs) and also a wider selection of foods. Developing a scenario with recommendations after making a purchase, considering the goods purchased earlier and the kind of pet. Crafting content in the trigger s. Doing A / B testing of the elements of s.

Content. 1. Why read this white paper? Why abandoned shopping carts? reactivation of abandoned shopping carts...

Content. 1. Why read this white paper? Why abandoned shopping carts? reactivation of abandoned shopping carts... Content 1. Why read this white paper?... 3 2. Why abandoned shopping carts?... 4 3. Email reactivation of abandoned shopping carts... 5 3.1 Impact on revenue...5 3.2 Collect the email address early in