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.
Using Ometria, Seraphine was able to:
Within days of working with Ometria to agree a strategy, Seraphine was sending automated lifecycle-based emails to its customers, delivering significant uplifts:
Increasing our ROI has never been so easy! Our customer engagement strategy is now clear and bespoke to our customers needs.