Challenge
An e-commerce company was not seeing results from marketing campaigns. Moreover, the number of abandoned shopping carts was increasing. Despite sending many emails, customers were not responding to reminders about products added to the shopping cart. Marketing campaigns had a very low open rate. The existing forms of communication with customers were insufficient, so the company decided to look for helpful tools.
Action
- Segmentation of contacts
Customers were divided into groups based on their activities and interests. One segment contained only people who had recently interrupted the purchase process.
- Sending personalized marketing campaigns
With iPresso, the company used both email marketing and SMS marketing. Initially, advertisements for new products were sent out as emails, but short SMS messages were also sent to those who didn't read them within 24 hours.
- Reactions to abandoned shopping carts
Personalized messages were sent to customers who did not complete their purchases, reminding them of the pending products in their shopping cart.
- Automation
The company used iPresso scenarios to automate the campaign and send relevant messages only to segments meeting certain conditions.
- Analysis of results
The company observed that some contacts in the database never read the email. When they received an SMS, their response was usually almost instantaneous, so in subsequent campaigns the company no longer sent emails to such people, only SMS.
Results
- Customer engagement increased by 31%, and the click-through rate increased by 21% due to the use of different forms of communication with the recipient.
- Thanks to iPresso, the company saved expenses allocated to marketing campaigns. Instead of sending out many unread emails, it used a combination of email marketing and SMS marketing, as well as contact segmentation, so that campaigns were sent out only to a subset of contacts.
- Additional SMS notifications at the abandoned process caused some customers to return to the store and complete their purchases. The rate of abandoned shopping carts dropped by 15%.
- Marketing campaigns combining emails and SMS appealed to customers. The average order value increased by 16%.
