Case Study: Jewellery Ecommerce Increased Revenue by 5% Using Data Collected through Emails

In today’s ecommerce email marketing, you need to know everything about your customer to win the unprecedentedly growing competition and succeed on the market. And proper data collection and management can help you with it. Accurate and relevant contact info can help build a target customer profile, deliver relevant content, and eventually generate sales and repeat purchases.

Our client, a big jewelry ecommerce, wanted to collect additional data on their subscribers, use it to prompt new website registrations and increase revenue. The extensive functionality of the our system helped fulfill this task and acquire data for further marketing strategies.

Company

Gold.ua is a Ukrainian jewelry retailer. It has been on the market for 11 years and has stores in 5 cities.

Tasks

• Increase conversion of email subscribers into website registrants;
• Collect additional data via emails;
• Complete contact profiles with collected data;
• Use collected data in triggered series.

Solution

There are several ways to collect subscriber data:

• Add extra input fields to the subscription form;
• Conduct surveys in email campaigns;
• Add dynamic blocks to regular campaigns.

Since the company has a simple subscription form where users only enter name and email address, we decided to add dynamic blocks to regular promo campaigns. This is the least intrusive way to remind about registration and collect additional data without being too persistent.

The main advantage of this method is that you need to configure such blocks once, and further data collection will be automated. You can also select contact segments to show these blocks to.

“Registrations on the site are important as they allow us to track users’ activity, preferences, and shopping history, and send them personalized offers that are more likely to engage them. Adding dynamic blocks to emails has helped us to increase the number of registrants."

Konstantin Cherepinsky, CEO Gold.ua

Dynamic Blocks

Gold.ua sells jewelry. This product category is always purchased as a gift for significant events and holidays. Based on these characteristics, we created the following blocks:

• Register and get discounts;
• Important dates are perfect to give out some discounts;
• Best birthday gifts everyone should have;
• Unique anniversary gifts.

Display Logic

We created an email and added all four dynamic blocks to it. But when the subscriber opened the email, they saw only one of them.

If the subscriber wasn’t a registered user, they would see the registration block. By clicking it, people were directed to the full registration form with several fields. If some of them were left blank, people started receiving emails with the next blocks, encouraging them to share more data.

Those subscribers who responded to the call and registered would receive the next email with the special dates block. Those who ignored it or didn’t specify any dates would receive the email with the birthday block. The last email of the series was sent asking to fill in the anniversary date.

Further Usage of the Collected Data

Data collected with the birthday and anniversary blocks was used in triggered series. Before an important date, the subscriber received a series of two emails – the corresponding greeting email with a personal discount promo code and a reminder. The discount was small, but unlike other promotions that applied to certain categories, it was sitewide.

Such a series was sent from two workflows.

The first workflow sending a greeting email started a week before the date.

The second workflow with a reminder started two days before the expiration date of the promo code.

It’s possible to send such a series from one workflow. In the first workflow, add a timer after the email block, specify the time gap, and then add the second email block.

Results

Adding dynamic blocks to emails has generated the following results:

1. The number of registered users is growing: at the moment, about 17% of active subscribers have registered on the site.
2. Subscriber profiles are being completed with data.
3. The collected data has been used in two triggered series generating up to 5% of the revenue from email.

Conclusion

Proper data collection is a good marketing strategy to build closer communication with your audience and increase revenue in ecommerce. Additional contact data lets you send personalized emails with relevant offers and increase their conversion rate.

By adding dynamic blocks to promotions you can automate the data collection process and optimize your retail email marketing.

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