How Trinny London enhanced retention with advanced replenishment campaigns

In this session Isabella White, Performance Marketing Coordinator at Trinny London, outlined the beauty brand’s approach to its CRM strategy and how it optimizes retention and loyalty.

Trinny London launched three years ago, and creating strong customer loyalty has been integral to its success. It enjoyed strong growth in 2020, but as customer acquisition rises, it’s essential that retention rates remain high. In order to nudge the customer to a second and third order and cement the relationship and corresponding lifetime loyalty, an automated email campaign offered the best solution.

Trinny London’s products are replenishable, so the business analyzed the average time it took a customer to use up a product and worked with Ometria to develop an automated campaign leveraging the order gap data. The data allowed the business to identify the perfect time to contact customers with a reminder about a previously purchased product.

The creative behind the replenishment campaign was kept clear and simple versus dwelling on product information, and the email dynamically pulled in the right product imagery.

The campaign drove significant results and delivered a 40% open rate against the benchmark for automated campaigns of 25%. The click-to-open rate was 32% compared to a benchmark of 19%. The activity drove revenue with a 0.3% conversion rate, which is 5x the industry benchmark for broadcast emails. 

Key lessons:

• Understand data related to frequency of purchase and when to make contact to is critical to driving conversion with replenishment campaigns
• Test with a small campaign such as “bestsellers” before a full rollout across all categories