Client
E-shop with fashion clothing and accessories focused on young adults
Goal
Increase the open rate and click-through rate (CTR) of email campaigns while maximizing conversions through personalized email communication.
Problem
The client recorded a low email open rate (15%) and a low click-through rate (2%). Email campaigns were not personalized and sent to a segmented audience, leading to low customer engagement.
Solution
1. Audit and analysis of existing campaigns:
- Reevaluation of the design and content of emails.
- Identification of deliverability issues and sending frequency.
2. Database segmentation:
- Dividing contacts by demographics, purchasing behavior, and interests.
- Creating specific segments (new customers, returning customers, inactive customers).
3. Content personalization:
- Utilizing dynamic content to tailor product recommendations.
- Adding personal greetings and relevant offers for each segment.
4. Email campaign automation:
- Setting up welcome email series for new customers.
- Activating remarketing emails for abandoned carts.
- Regular newsletters with personalized content.
5. Testing and optimization:
- A/B testing of email subjects, CTA buttons, and sending times.
- Optimizing design for mobile devices.
6. Monitoring and reporting:
- Tracking key metrics (Open Rate, CTR, conversions).
- Regular analysis of results and adjustment of strategies.
