Challenge
An e-commerce company noticed that loyal customers tended to purchase only one category. Due to the wide variety of assortments and its extensive contact base, it did not want to do one advertising campaign to all of them. She decided to organize a special promotion and send out discount codes exclusively to loyal customers to appreciate their commitment and encourage them to increase their shopping cart.
Looking for the perfect solution to send messages exclusively to loyal customers, the company chose iPresso along with tools such as scoring to highlight the most valuable contacts.
Action
- Scoring contacts
The company determined that customers would receive points for the actions they took. The highest value was for purchasing a product. Thus, users who finalized transactions were recognized as the most active.
- Generate discount codes
With iPresso, the company generated discount codes with two different values. Codes of -20% were generated for loyal customers who were the most active (had above a certain number of points). Engaged contacts with slightly fewer points received a -15% discount code. Other customers who made only occasional purchases were not included in any of the segments.
- Automatic messaging for loyal customers
The most engaged customers received personalized emails with discount codes and tailored recommendations.
Results
- The company saw a 30% increase in email open rates. Loyal customers were eager to read the messages and click on the links to use the discount code and buy the products they cared about most.
- Promotional campaigns and special discounts just for loyal customers aroused interest, and through the so-called “whisper marketing”, new customers also began to make purchases.
- Loyal users were even more eager to add products to their shopping carts. There was a 14% increase in retention.
- Because the discount code can only be used for a limited time, a large number of customers took advantage of the promotion within just 2 days of receiving the email with the code.
- The average order value increased by 16%. Loyal customers tended to add more than one product to their shopping cart and were willing to add more goods.
