Initial situation
Email marketing automationMarketing Automation ist ein Framework bestehende aus Strategie (First Party Data und Marketing), Use Cases und Prozessen, Daten bzw. Customer Data Platform, Technologien, Inhalten, Organisation und Skills sowie dem Rechtsrahmen bzw. dem Consent Management.... using the example of Metro Boutique. The online store of Metro Boutique SA impresses with its large number of fashion brands and is especially popular with a young target group. As part of optimization measures, it was discovered that many items remained in the shopping cart and the order was canceled by potential customers for various reasons. The goal was to use a simple automated process using email marketing automationMarketing Automation ist ein Framework bestehende aus Strategie (First Party Data und Marketing), Use Cases und Prozessen, Daten bzw. Customer Data Platform, Technologien, Inhalten, Organisation und Skills sowie dem Rechtsrahmen bzw. dem Consent Management.... to complete transactions from abandoned shopping carts after all, while at the same time not annoying customers. A lot of emphasis was placed on a purposeful design, a cool tone and the ideal timing of the reminder email.
Solution
During the implementation, a close connection between ELAINE and the database of the online store took place. The basis for the reminder email is an automated data exchange every 30 minutes via an SFTP server. Trigger: As soon as a customer has not changed his shopping cart for at least 6 hours, he automatically receives a personalized reminder email. The customer’s items from the shopping cart are inserted into the reminder e-mail with placeholders (widget) and presented again. With one click, the customer returns directly to the online store and can complete his order if necessary.
Technology and innovation
Technology and innovation
The solution was implemented with ELAINE. By means of widgets the selected articles are inserted into the mail.
Advantages
- Automated, low-cost reminder email
- Additional activation of potential customers based on the abandoned sale trigger
- Double-digit percentage increase in revenue from the shopping cart value of abandoned sales
- Open rate in reminder email is significantly higher than in normal emails