How Astrid & Miyu boosted customer engagement and revenue using reactivation campaigns

In this session Georgia Epey, Campaign & CRM Manager at contemporary jewelry brand Astrid & Miyu, explained how a shift away from discounting to a hyper-personalized reactivation campaign strengthened engagement and lifetime value.

Too much emphasis on discounting in its reactivation campaigns in the past led to low engagement and undermined customer lifetime value for Astrid & Miyu. The solution was a reactivation campaign with a greater focus on content that nurtured engagement and strengthened the feeling of a brand community.

Key to the success of the campaign, created with Ometria, was acknowledging that the customer knows their own preferences and should be in control of the type of content they receive. The initial email featured first name personalization in the subject line, used a hero image to illustrate purchase history and highlighted perks like free delivery and the opportunity to win a voucher. More importantly, it asked them if they wanted inspiration for their next purchase.

A prospect who showed interest in a category, click-triggered a personalized follow-up email with the category in the subject line and relevant content that included added-value features like styling guides.

The campaign drove higher revenue metrics despite the removal of discounts: click-to-open rate increased 63%, conversion rate by 266% and revenue per email by 642%. Perhaps most importantly, there was a 79% increase in retaining at-risk customers compared to the previous year.

Key lessons

• Personalization wins over discounting
• The main driver of customer retention is creating a brand community
• Enhance the customer experience with data-driven insights