Auditing e-mailing services will pay off

At the end of last year, we prepared for Luxury distribution s.r.o audit their e-mailing marketing. It is a family company that has its e-shop aurio.cz offering very quality products for hair and skin cosmetics, built from the peak.  

Anyone who has participated in a similar project knows well how it's hard to keep track of all your marketing tools so that they achieve maximum results. And for that reason, they asked us to they revised the e-mailing status. 

We examined in detail all the corners of the Ecomail account and its connection to Shoptet, and recommended actions that could improve the result. 

Shoptet connection 

Last year there was a deployment "cookie bars" according to EU directives. Her the setting affected the connection with the e-shop platform and some data was not being transferred. Unfortunately, this significantly affected work with user data and, as a result, poorer yield from automation. The repair was done quickly and sales started to rise immediately. 

Pop Up 

Getting a prospect's email address is the holy grail. Aurio displayed a pop-up window to new users on the fifth page, and only on desktops. After changing to the second page and adding the mobile version, the number of new contacts in the database grows 75 % faster. And that despite the fact that there was one more change. Addition the so-called double opt-in. So everyone who entered their email in the pop-up window had to confirm their email address. We highly recommend this step when collecting contacts to maintain the quality of your database. 

Email size 

Most emails were really big in terms of data, which causes distortion of statistics of open emails on Gmail (because it cuts off the email and offers to click through to the web version of the mailing). We have reduced the size and thus made the statistics more accurate.

Automation 

The next step was automation. The two basic ones that we always recommend first are the abandoned cart and remarketing. The second named Aurio had not tried at all before the audit, abandoned cart due to bad connection was not working properly. So we created a remarketing campaign where we also work with a discount code for part of the potential customers and the result came - it is the best running automation where in addition sales are still rising.

The repair of the abandoned cart has also borne fruit, and customers have already started shopping through this campaign.

Always remember that automations are heavily dependent on your newsletters – the more you manage to increase their success, the more successful the automations can be.

Reactivation 

After the above-mentioned two automations comes a third – reactivation. She will allow you clean you are yours database about dead souls. Those who haven't opened any of your emails or bought from you in over a year. Most from ours clients are startled, when we tell them what percentage of these "corpses" they have in their database. However, after cleaning them, you will get some of them back, and above all, your credit with individual e-mail service providers will increase. Your deliverability, click-through rates will go up, and your email service costs will go down (you have fewer email addresses in your database).

In this case, we managed to revive 5 % dead souls from a total of 30 % inactive addresses. 

Other points from the audit are still waiting for us.

Personalization 

Simple personalization increases the chances of better results. All you have to do is reach out, either in the body of the email or even in the subject line. Even in the case of Ecomail, the setup is very simple.

Segmentation and subsequent automation 

Aurio supplies an assortment of exclusive brands, we recommend them to try how it works mailing aimed at customers who buy individual brands. In case of good results, simple ones can be prepared automated campaigns for repeated consumption or novelties in the assortment. It will save work, increase sales, but also your customer's attachment to the given brand. 

Dispatch times 

When you send the email also determines its success. In general, good operates Sunday evening, Monday morning like the strongest days. On Saturday, on the other hand, people are more active in terms of reading, but less in terms of shopping. Sending mailings in the early afternoon, on the other hand, is not the best. However, it is necessary to try it, because every e-shop, and especially every single customer, has its own specific behavior. The differences in results can thus be significant.