Case: +20% revenue from email channel thanks to advanced segmentation for electronics marketplace

Are offers relevant to the preferences of each buyer in letters and on the website - myth or reality? Of course, this is a reality, and it is pretty simple to embody it. To show subscribers and site visitors those products that are highly likely to interest them, our service has special tools - web tracking and advanced segmentation. Web tracking allows you to track the visitor's actions on the site and thereby identify his interests. And advanced segmentation enables you to send emails with relevant content and show product recommendations in emails and on the website that match the user's selection criteria. Finally, we will tell you how this functionality was implemented by a chain of electronics and household appliances stores.

Project

We were approached by representatives of the national network of electronics and household appliances stores in Ukraine. The company has its own online store and is developing it into a marketplace. The network includes 300 retail stores and is represented in 100 cities. Our goal was to increase the effectiveness of email newsletters and related channels in promoting the company.

Main tasks

• Increase sales using email, Viber, push channels.
• Increase the share of repeat sales.
• Reduce the number of incomplete orders.
• Increase the percentage of conversion actions of users in letters and on the site.
• Increase income through cross-sell vs upsell.

Solution

The company has connected web tracking and advanced segmentation.

Web tracking - technology that allows you to monitor customers' behavior on the company's website. Based on such data, users can be divided into segments according to the following criteria:

• categories of goods in which interest was shown (viewing the card, adding to the basket, buying);
• the price range of goods;
• the device used, model, browser;
• number of transactions;
• contact geodata.

As part of solving the tasks, triggers were configured. they are launched based on the behavioral patterns of online store visitors:

• Abandoned view;
• Abandoned view-reminder;
• Abandoned cart;
• Abandoned cart "Price reduction for a similar product";
• Abandoned view with price reductions for viewed products;
• Abandoned view of promotional goods;
• Review bonus;

In addition to letters with recommendation blocks, product recommendations were introduced on the site after connecting web tracking. Recommendation blocks for emails and the website are formed using the advanced segmentation functionality.

Advanced segmentation allows you to convert website visitors into buyers and then into loyal customers. Its algorithm involves tracking the user's interests and generating personalized content of the letter with recommendations, which includes viewed products and items from the basket and their analogs and accessories.

Trigger emails

Abandoned View - First email

One hour after viewing the product cards and leaving the site without adding anything to the cart, the visitor is sent an "Abandoned view" email.

Email content: up to 3 last viewed products (if the user viewed fewer products, for example, one position, this block will contain one product) and up to 3 recommendations. A subscriber can receive a letter of this type once a day.

Subject line: You've viewed these items!

Abandoned View Reminder

If a customer has received a previous "Abandoned View" email within 6 hours following the link from the email to product pages without adding them to the cart or making a purchase, they will receive an abandoned view reminder with an updated set of products and recommendations.

Email content: up to three last abandoned viewed products and three recommendations. Like the previous one, the client can receive this letter once a day. The type of letter is similar to the first.

Email subject: You have viewed such products!

Abandoned cart

If a user has added an item to their shopping cart but hasn't made a purchase within 30 minutes, they'll receive an abandoned cart email an hour later.

Email content: Up to 3 last abandoned cart items. Such a letter can be sent to a user once every 72 hours.

Email subject: There are items left in your shopping cart. Don't forget to place an order.

Abandoned cart with a price reduction for similar products

Email content: up to three last abandoned cart items and up to 3 similar articles. Such a letter can be sent to one user once every 72 hours.

Subject: Items left in your cart, we have saved them for you!

Abandoned browsing with a price reduction on viewed products

If a customer viewed a product and did not make a purchase within a week after viewing, and during this time, a discount appeared on the product, the subscriber receives a letter stating that the price of the product being viewed has decreased.

Email content: up to 3 last viewed products for which the price has decreased. The client can receive such a letter once every seven days.

Email subject: The product you were looking at has become cheaper!

Abandoned view promotional items

Suppose a customer viewed products within seven days before the promotion (excluding the last 24 hours), and a discount appeared on these products. In that case, he will receive a separate trigger with a promotional offer.

Email content: up to 3 last viewed products for which promotion has appeared. A user can receive this type of letter once every seven days.

Email subject: Promotion of the product you were looking at!

Review of the purchase with a bonus

They were sent to customers who had placed an order where at least one product costs more than 500 UAH.

Shipping restrictions:

• Clients that previously received this trigger are not re-sent.
• Not sent to customers during the promotion period.
• Not sent to those who have already left reviews.
• The chain is multi-channel – it includes push and email.

A push message sends an offer to share your impressions. If the recipient does not go to the company's website within an hour, an email is sent to him.

The letter's contains the goods from the order but no more than five articles. If the order had goods worth up to UAH 500, they would not be included in the letter.

Email subject:? Share your impressions and get a bonus!

Abandoned cart with a price reduction for similar products

Email content: up to 3 last abandoned cart items and up to 3 similar articles. Such a letter can be sent to one user once every 72 hours.

Subject: Items left in your cart, we have saved them for you!

Product recommendations on the site

Blocks with product recommendations were placed as follows:

• On the main page of the site - viewed products.
  
•  In the product card, blocks with viewed products, similar products, and accessories are displayed. 
• A block with similar products is displayed on the page of a product that is out of stock. 

Results

The performance of advanced segmentation triggers is as follows: The best conversion is from "Abandoned View." It generates 39% of the revenue from this group of trigger emails: 

In recommendations on the site, the block with similar products shown on the card pages has the best conversinn. It generates almost 82% of the revenue from all recommender blocks:

On average, seven advanced segmentation triggers bring a company +20% of revenue from the email channel. And 1.7 times more get additional recommendations on the site.

Conclusions

Advanced segmentation allows you to take communication with subscribers and customers to a new level. The more recommendations in letters and on the website correspond to the client's needs, the higher the probability of making a purchase. Advanced segmentation allows you to create the most relevant content in emails and other communication channels, which helps the company sell more and get a high revenue. Try implementing advanced segmentation and see for yourself!

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