Four Examples of Next-Level Personalised Marketing from Wonderbly

Started in 2012 by four friends, Wonderbly is an award-winning global online retailer, reinventing the way the publishing world operates with its personalised children’s books and gifts. With books available in 12 languages and delivered globally, this retailer has become a firm favourite with its audience.

Much like the readers of its books, Wonderbly is whimsical, exciting and adventurous. Personalisation is the backbone of the company’s stories; so they needed to ensure this was reflected in their marketing experiences, for both the shoppers and children who would be receiving the books.

Before using Ometria, the brand used a basic ESP to send its marketing messages, and its customer data was spread across across multiple platforms. This made it difficult to incorporate the advanced levels of personalisation the team wanted in their marketing campaigns, leaving them reliant on others within the business to extract the data necessary to power this personalisation.

Now with Ometria, the marketing team at Wonderbly can create advanced, personalised marketing campaigns that draw on detailed customer insight.

This also includes advancing creatives into dynamic content, which changes to suit the recipient of the email. As noted by the VP of Marketing Rickwood, this results in an ‘almost unique, one-to-one’ experience for each customer.

This blog post will explore four amazing campaigns that Wonderbly has implemented.

‘The Birthday Thief’ & ‘Kingdom of You’

With both award-nominated campaigns, the Wonderbly team wanted to use the insight they were able to gain from the Ometria platform to offer a personalised experience for existing customers.

What we love about these campaigns

• Dynamic hero imagery: the campaign creative – including hero images and CTA copy were dynamically populated using the character and name of the child previously purchased for.
• Deep-linking CTAs to improve conversion: the marketing team harnessed already-captured data and deep linking within the emails to pre-populate the preview of the book with the personalised details. This skipped the need for a product page in the conversion path, upping the conversion rate of the campaigns.

The results

Wonderbly A/B tested this approach versus un-personalised versions, and experienced:

• A 90% uplift in open rate
• A 127% uplift in click to open rate
• A 571% uplift in RPM (revenue per 1000 customers emailed)

Wonderbly x Wonka bar

Wonderbly wanted to use the personalisation incorporated within its books to take its creative a step further, with the launch of its ‘Golden Ticket’ book made in partnership with the Roald Dahl estate.

What we love about the campaign

– Personalised campaign creative: replicating one of the spreads from the book, Wonderbly made variants of creative to incorporate the names of each recipient on the list, and used Ometria to dynamically update the image to match the child the customer was purchasing for.

The results

Wonderbly A/B tested this approach versus un-personalised versions, and experienced:

• A 30% uplift in open rate
• An 8% uplift in click to open rate
• A 40% uplift in RPM

First-purchase anniversary campaign

The Wonderbly team wanted to show appreciation to their customers and encourage loyalty with their first purchase anniversary campaign, sent to individual customers a year to the day they first bought a book.

What we love about the campaign

• Identifying a year post-purchase as an important milestone in the customer journey, Wonderbly expertly reactivates its customers at a key point in the lifecycle.
• The email offered 20% off their next purchase as an incentive for them to place an order – rewarding them for continued loyalty. This advanced automation campaign highlights a way of showing your customers you value their loyalty to your brand while increasing revenue.

Want to find out more about how Wonderbly offers its customers a wonderfully personalised customer journey? Watch our case study video: