Seraphine

The Challenge

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.

The Solution

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.