Client
E-shop with fashion clothing and accessories aimed at young adults
Goal
To increase the open rate (Open Rate) and click through rate (CTR) of email campaigns while maximizing conversions through personalized email communication.
The Problem
The client was experiencing low email open rates (15%) and low click-through rates (2%). Email campaigns were not personalized and sent to segmented audiences, resulting in low customer engagement
Solution
1. Audit and analysis of existing campaigns:
Re-evaluate the design and content of emails.
Identification of deliverability and frequency issues.
2. Database segmentation:
Segmenting contacts by demographics, buying behavior, and interests.
Creating specific segments (new customers, returning customers, inactive customers).
3. Personalization of content:
Use dynamic content to personalize product recommendations.
Adding a personal touch and relevant offers for each segment.
4. Automating email campaigns:
Setting up welcome email series for new customers.
Activate remarketing emails for abandoned carts.
Regular newsletters with personalized content.
5. Testing and optimization:
A/B testing of email subject lines, CTA buttons and send times.
Optimizing design for mobile devices.
6. Monitoring and reporting:
Track key metrics (Open Rate, CTR, conversions).
Regular analysis of results and adaptation of strategies.