Case studies

Restart factcool emailing in multiple markets

06 Sept
CASE STUDIES

Restart factcool emailing in multiple markets

A year ago, Slovakian e-shop Factcool, which operates in 15 European countries, approached us asking if we would help them solve the long-term declining trend of e-mailing performance. After a thorough analysis, we decided to completely restart e-mailing and set up new processes in the preparation of marketing campaigns with an emphasis on saving time in the preparation of e-mail newsletters and automated campaigns on the Exponea platform.

Original state

Before our intervention, everything was done in such a way that each country had its own account in Exponee, newsletters were sent to entire databases (6-7 times a week - that is, practically every day), to 12 countries, in graphic form, unresponsive and in most cases ended up in spam . The reputation of the sender was practically non-existent, the click-through rate of newsletters was below 10 %.

What procedure did we choose?

1

Creation temporary account at Exponee

2

Migrate contacts, which over the past 3 months have opened the newsletter from the original account to a temporary account, to a unified database with the creation of user localization according to the country code on which the mailings took place until the new and integrated Exponea account is ready for use

3

Creating a new one responsive design templates

4

Settings simpler process preparing newsletters - setting up processes in the Factcool marketing team

5

Facilitating the creation of newsletters, personalizations and weblayers for all language mutations at once – technically, everything is handled multilingually with subsequent rewriting of the relevant contents

6

Editing the layout sending frequency e-mails 3 times a week with intervals. The days on which each country is broadcast were selected based on the conversion rate of each day built from data analytics

7

Creating a new account in Exponee, integrating it with the data warehouse and the website

8

Warming up the new IP address for 14 days on the new account with regard to the recipients of the messages in each country (equal distribution)

9

Migration of a temporary account to a new, integrated one

10

Back import of contacts and orders

11

Creation segment of active customers (who have made purchases, opened newsletters or visited the website in the last few months

12

Commencement mailing lists only for active customers

13

Customer reactivation, who have not purchased from the e-shop for a long time

14

Preparing a set of reports for performance monitoring and possible early detection of a technical problem (automation, newsletters, deliverability, segments)

What was the immediate effect?

by 150 %
an increase in the Open Rate

Distinctive
increased. performance
and efficiency

70 %
cost savings
thanks to the reduction in numbers
sent emails

Improve CTR (Click Through Rate)
from 9 to 22 %

Improving sender reputation
we do not fall into spam, but into bulk

Other ways to get multiple orders from one customer

Getting new contacts using a pop-up window on desktop devices and a mobile bar on mobile

  • Discount on next purchase after 30 days from the last order

  • Abandoned cart – a reminder of an unfinished order

  • Reactivation campaign on customers who have not purchased in the last 9 months

Web push notifications

  • abandoned cart campaign with product display directly in the notification
  • campaign abandoned browsing by displaying the product directly in the notification

Abandoned Browsing Campaign
sending viewed products in case the customer has not started the purchase process

  • Linking campaigns with other channels (Google ADs, Facebook)

Personalized blocks for newsletters and automation

  • favorite brands according to purchase history
  • recently viewed products
  • bestsellers by gender and country
  • recommended products according to individual recommendation

What was achieved:

Development of sales from e-mailing

Share of automation
on the total turnover of e-mailing

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