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.

60% increase in revenue from email channel
10% increase in customers repeating within 30 days of first order
11% conversion rate on Ometria automated emails

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.

The Results

Within days of working with Ometria to agree a strategy, Seraphine was sending automated lifecycle-based emails to its customers, delivering significant uplifts:

60%
increase in revenue from email channel
10%
increase in customers repeating within 30 days of first order
11%
conversion rate on Ometria automated emails
£15
generated for every pound spent on Ometria

Increasing our ROI has never been so easy! Our customer engagement strategy is now clear and bespoke to our customers needs.

Lara Pelissier Aillaud - Digital Marketing Director

Get a demo

See Ometria’s AI-driven customer insights and cross-channel marketing platform in action.

Book a demo

Book a Demo

Take the first step towards smarter customer marketing

Having Ometria has completely transformed our approach to CRM.
Credence Pym,
CRM Manager at Sigma Sports

Report abuse