10%
average conversion rate
50%
average open rate
13%
average click rate
The challenge
Annie Sloan, a heritage paint company, faced a common e-commerce challenge: re-engaging customers who had abandoned their shopping carts. The objective was to encourage these potential customers to complete their purchases, thereby increasing overall sales and revenue.
The approach
To address this challenge, we implemented a comprehensive email automation journey.
Audience segmentation
We segmented the audience based on their prior purchases to tailor the messaging, ensuring that new and existing customers received relevant content.
Multi-step journey
Initial engagement: An abandoned cart email was sent one hour after cart abandonment. This included real-time content based on the contents of their basket. For new customers, we also added a 10% discount code to encourage their first purchase.
Follow-up strategy: For existing customers, if no purchase was made, another reminder email was sent after three days, now including a 10% discount code. We also added dynamic content with recommended products based on purchasing history to entice customers. This sequence helped maintain engagement without overwhelming the recipients.
Targeted markets
Separate journeys were created and customised for four key markets: UK, US, Poland, and EU, each tailored to the specific preferences and behaviours of customers in those regions.
The Results
Immediate success
The journeys started generating results immediately. With an above 10% success/conversion rate.
Increased engagement
All emails continue to see above avg. engagement rates. With >50% open rates and >13% click through rates.
Looking forwards.
Due to the success of these journeys we are now looking to roll out multiple automations throughout the customer lifecycle.
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