Challenge
A company operating in the FMCG (Fast Moving Consumer Goods) industry wanted to increase the effectiveness of its email campaigns. The problem was low customer engagement and a low conversion rate due to a lack of personalization of offers. Customers were receiving generic messages that did not match their individual needs and preferences.
To improve campaign effectiveness and increase sales, the company decided to implement personalization of product offers in its email campaigns.
Action
- Collecting and analyzing customer data.
The company began collecting detailed data on customers' shopping behavior, such as purchase histories, product preferences, frequency of purchases, and responses to previous email campaigns. This data was stored and analyzed using a CRM system integrated with iPresso. - Customer segmentation.
Based on the collected data, customers were divided into various segments, such as frequent shoppers, occasional shoppers, premium shoppers, and promotion and discount hunters.
Segmentation of the contact base in iPresso is intuitive and can be carried out according to many individual parameters. - Personalized email content.
Using the iPresso editor, the company developed various email templates tailored to the needs and preferences of each segment.
The email content included personalized product recommendations based on analysis of customers' previous purchases and preferences. - Email campaign automation.
One of iPresso's most important features is marketing automation scenarios - it was using these that the company automated the process of sending personalized emails. Automatic dispatches were set up for various stages of the customer lifecycle, such as welcome emails for new customers, reminders for abandoned shopping carts, seasonal offers and product recommendation messages.
Results
Personalized emails attracted more attention from customers, resulting in a 15% increase in open rates and a 4% increase in click-through rates. Customers were more likely to open messages and click on offers that were tailored to their needs.
By personalizing product offers, the conversion rate of email campaigns increased by 20%. Customers were more likely to make purchases after receiving personalized recommendations.
Customers who received personalized recommendations often added more products to their shopping cart, which translated into a 15% increase in average order value.
Personalization of communication contributed to increased customer loyalty. Customers felt appreciated and were more likely to return and make more purchases. Customer retention increased by 18%.
