Seraphine
Seraphine wanted to find a way of using email to ensure that first-time shoppers and prospective customers were sent relevant, personalised marketing messages at key points in the buying journey.
increase in revenue from email channel
increase in customers repeating within 30 days of first order
conversion rate on Ometria automated emails
Selling to expectant mothers presents unique challenges to clothing retailers, with a narrow window to engage and sell to the target audience.
Seraphine wanted to find a way of using email to ensure that first-time shoppers and prospective customers were sent relevant, personalised marketing messages at key points in the buying journey.
However, with a small marketing team, they needed a tool that made segmenting and personalising customer communication a hassle-free, automated process.
Seraphine called on Ometria’s lifecycle marketing expertise to help build a customer engagement strategy.
Customer insight analysis
First, Ometria’s insights team ran a detailed analysis of the health of Seraphine’s customer base, looking at key segments and performance markers to identify high volume opportunities in its customers’ journeys.
Lifecycle-based automated email triggers
The analysis revealed the optimum time to encourage first-time shoppers to come back for more. A post-purchase campaign was set up at a precise interval after first order to send personalised emails to incentivise further purchases.
In addition, Identifiable visitors who had not yet made an order were sent a series of triggered, personalised emails.
Content segmentation
Using Ometria, Seraphine was able to:
- send these emails in the right language and currency.
- personalise the email content based on the categories and products that they had browsed during their last visit, added to their cart or shopped.
Digital Marketing Director
"Increasing our ROI has never been so easy! Our customer engagement strategy is now clear and bespoke to our customers needs."
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"Ometria's predictive segmentation tool has allowed us to enhance segmentation based on a complex algorithm, and these results are very exciting to see!"
"We saw a big difference after we began using Ometria. Now it’s easy for us to navigate through our data and create campaigns that instantly drive great ROI."
"Using Ometria has had a significant impact on our ability to send relevant marketing messages to our customers and allowed us to make the business case for further investment in the CRM strategy.”
“The insight really is gold dust to us right now. The projections are powerful and eye opening, the objectives are clear with an achievable roadmap.”
