Challenge
An FMCG (Fast-Moving Consumer Goods) company was experiencing low customer engagement and poor conversion rates from its email marketing campaigns. The core problem was a lack of personalization; customers were receiving generic messages that failed to match their individual needs and preferences. To improve campaign effectiveness and drive sales, the company decided to fully implement product offer personalization within its email strategy.
Action
The company utilized iPresso's capabilities for data-driven personalization and automation:
- Collecting and Analyzing Customer Data: The company began gathering detailed data on customer shopping behavior, including purchase histories, product preferences, purchase frequency, and responses to past email campaigns. This data was centrally stored and analyzed using a CRM system integrated with iPresso.
- Customer Segmentation: Based on the detailed data collected, customers were intuitively divided into various segments, such as frequent shoppers, occasional buyers, premium customers, and promotion/discount seekers. iPresso’s flexibility allowed segmentation across numerous individual parameters.
- Personalized Email Content Development: Using the iPresso editor, the company designed various email templates specifically tailored to the unique needs and preferences of each segment. The email content dynamically included personalized product recommendations derived from the analysis of customers' previous purchases and stated preferences.
- Email Campaign Automation: Leveraging iPresso's crucial marketing automation scenarios, the company automated the entire process of sending personalized emails. Automated dispatches were configured for key stages of the customer lifecycle, including welcome emails for new customers, cart abandonment reminders, seasonal offers, and ongoing product recommendation messages.
Results
The implementation of personalized email campaigns yielded significant improvements in engagement and profitability:
- Engagement Metrics: Personalized emails captured greater customer attention, leading to a 15% increase in open rates and a 4% increase in click-through rates (CTR). Customers were more inclined to interact with offers tailored to their needs.
- Conversion Rate: By personalizing product offers, the conversion rate of the email campaigns increased by 20%. Customers were more likely to proceed to purchase after receiving relevant recommendations.
- Average Order Value (AOV): Customers who received personalized recommendations frequently added more products to their carts, resulting in a 15% increase in the average order value.
- Customer Retention: The enhanced, personalized communication fostered greater customer loyalty. Customers felt valued and appreciated, which contributed to an 18% increase in customer retention.
