Thursday, 3 December 2020

How Abi and Joseph increased its subscriber base by 66 per cent

Simply switching email marketing platforms has seen online activewear retailer, Abi and Joseph, increase its subscriber base by 66 per cent and lift engagement rates by 12 per cent.

At a time where offering personalised experiences and communications can make or break the customer relationship, Abi and Joseph found itself limited to sending bulk emails out to its entire database without any marketing automation. Danni Cook, Marketing and graphic design, said the women’s activewear retailer really wanted to provide its customers with the personalised experience they deserved, but couldn’t.

“There was no syncing our email marketing platform with the back end system of Magento. Every time we had a new contact, we’d have to upload it manually. There was no automation or customer data syncing, making it hard to create that personalised experience,” Cook told CMO.

“If someone signed up on the website, it was fine, but our Win a Wardrobe competition contacts included 10,000 entries per competition, twice a year, and all those contacts would have to uploaded manually in the old system.

“When it came to producing campaigns, it was just designing an email, linking to a page on website and sending it to our customer database, which was 60,000 contacts back then. No automation, no programming, no dynamic content – it was literally just a bulk send.”

Enter dotmailer, and Cook couldn’t be more pleased with the results so early in the transition. The abandoned cart campaign has been a particular success with a click to open rate of 35 per cent, and the recent ‘Win a Wardrobe’ competition resulted in 11,700 entries and managed to collect 8500 new subscribers.

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