| Task | Automate communication with customers Reactivate inactive subscribers Attract more customers from the website |
| Solution | Integrate a bonus subscription form into the site Create a Welcome email series Develop trigger workflows to reactivate subscribers and increase sales |
| Results | +600% to income from the email channel |
| Implementation Time | Integration work: 4-6 weeks Template preparation: 10 days Customizing algorithms: 7 days |
| Resources | Integration team, customer success manager, Yespo marketing agency, Pandashop team. |
The success and growth of online businesses largely hinge on a clear strategy and the right selection of communication channels with customers. Among the most effective marketing tools for increasing company revenue and attracting users' attention are triggered emails, widgets, and web pushes:
- trigger emails provide high customer retention rates, with an average Open Rate of 38.03%;
- widgets feature a CR of 5% on desktop and 8.1% on mobile;
- 70% of users find web pushes to be useful.
We will explore how the online hypermarket Pandashop used these communication channels to enhance sales, attract more customers, and retain and reclaim users who had ceased interacting with the store.
About the project
Pandashop is among the largest online stores in Moldova. It provides comfortable conditions for reliable and profitable online shopping and offers regular customers a bonus program.
The store's assortment includes more than 200,000 items of different categories: electronics, household appliances, home and garden, construction, children's goods, clothing and footwear, auto supplies, and much more.
Pandashop's audience totals about 300,000 contacts. The online store's customers use two languages — Russian and Romanian, so the site is multilingual.
Task
Pandashop aimed to automate its marketing across several directions and turned to Yespo experts to:
- attract more customers from the website;
- maintain audience interest through promotions and special offers;
- retain and reengage subscribers who had signed up but ceased to be active.
Despite being a large store with a substantial audience, Pandashop lacked cohesive communication with its customers before our collaboration. The Yespo team also automated email sending and increased the customer base using trigger chains.
The project's specific was a multilingual audience using Romanian and Russian languages.
Solution
To achieve the set objectives, we developed a strategy and created 11 trigger workflows:
- “Preferred Language”
- “Welcome Series”
- “Order Cancellation”
- “Out-of-Stock”
- “One-Time Reactivation”
- “Reactivation of Dormant Users After 1 Year”
- “Registered but Did Not Order”
- “Abandoned View”
- “Abandoned Cart”
- “Unsubscription from Personal Account”
- “Price Drop”
We will tell you more about the most interesting of them further.
To enable the business to send mailings without problems and fully implement the planned actions, we initially:
- warmed up the domain to prevent damage to the sender's reputation and to avoid emails being sent to spam;
- set up Double Opt-In — a great way to prevent emails from landing in spam;
- created widgets to implement the welcome series.
Exporting Contacts from CRM
The Yespo team extracted Pandashop's contact database from the CRM and imported it into the CDP account.
We handed the task to the client's developers: to transfer information about order statuses and new personal account registrations and create and update contacts.
Designing of Email Template
We created a template with a unique design in the company's style for mailings and drew and animated a mascot. It was a panda — a character that personifies the brand and emphasizes its personality.
Attracting New Customers Through Subscription
To convert a larger percentage of traffic into orders, we implemented a widget that offers “Subscribe and get 100 lei off your first purchase.” Since the site is multilingual, we created the popups in two languages: Russian and Romanian.
To display Yespo CDP widgets, a script must be installed on the website. Additionally, it tracks the language version of the browser or website and determines which version of the popup window to display to the user.
After filling out the widget, the system checks the language used by the visitor to subscribe and, and sends an email to the user and a webhook to Pandashop to credit discount points.
Thus, we:
- determine the contact's language for further communication;
- gather subscriber information to credit bonuses to their account.
Setting Preferred Language
For users who have purchased on the site, we use an API to get information about their language preferences. It is stored in an additional field in the contact card labeled “Native Language” and determines the language in which campaigns should be sent to that customer.
If the contact's language information is missing, the Russian version of the online store is displayed to them by default, and Russian becomes the automatic language of communication. According to statistics, the majority of Pandashop's audience uses it.
A mandatory “Change Newsletter Language” block is at the end of each email. Clicking on the button triggers a workflow — the information in the additional “Native Language” field on the contact card is updated. Subsequently, the subscriber will receive newsletters in the alternative language. Subsequently, the subscriber will receive newsletters in the alternative language.
Welcome Series
Before crafting the welcome messages, we implemented DOI (Double Opt-In) validation. A customer filling out the subscription form on the website receives a confirmation email.
After confirmation, a welcome series of two emails and two web pushes about bonus accrual is launched.
We added web pushes into the communication strategy to set Pandashop apart from its competitors, as companies in Moldova do not widely use this channel.
“Out-of-Stock” Trigger
The “Out-of-Stock” trigger is a critical component that the Yespo team implemented into Pandashop's strategy.
Some shoppers encountered an issue where, after placing an online order, it turned out the product was unavailable.
To notify users about this while simultaneously avoiding a negative customer experience, we decided to send out notifications like:
- An email with information that the product is out of stock and a section featuring popular categories for customers whose order amount did not exceed 1000 lei.
- An email with a promo code for the next purchase to all customers whose order amount exceeded 1000 lei.
This trigger demonstrated a high open rate of 35%. Within three months, 37 purchases were made using the promo code, totaling more than 110,000 lei.
One-Time Reactivation
Despite having a large contact base, Pandashop has not engaged with it for some time. We decided to conduct a one-time reactivation and divided 60,000 inactive contacts into two segments: Russian-speaking and Romanian-speaking.
Based on the data from the “Native Language” field, we split the contacts into two segments. At that time, the multilingual functionality had not yet been activated in the Yespo system. We credited bonuses to the different segments of contacts and sent notification emails.
Average email metrics:
- Open Rate — 16%.
- Number of purchases made — 93.
- Revenue from campaigns — 180,000 lei.
Reactivation of Those Inactive for a Year
The Yespo team set up the “Reactivation of Dormant Users After 1 Year” trigger.
In the system, we formed a group of subscribers who had not read the newsletter for a year and had yet to show any other activity. After launching the trigger, a webhook about bonus accrual was sent to the online store, and an email was sent to the users.
A day after sending the email, a web push was triggered.
This campaign brought the company 14 purchases with an average order value of 2,180 lei over the three months the trigger was active. The total revenue was 30,533 lei.
Reactivation of Those Who Registered but Did Not Order
Some users subscribed to newsletters via the website form, went through the welcome series, and received 100 bonus lei but made no purchases.
To activate such subscribers, we launched another trigger. They were sent one email with additional bonuses when the validity period of the initially credited 100 lei was expiring.
During the testing phase, the trigger got the following results:
Abandoned View Trigger
For this campaign, we decided to add gamification. We created a separate segment for the workflow and sent them emails featuring products they had browsed.
Then we split the audience and tested:
- one segment received an email with the “Intuition” game, where a correct answer earned the user a promo code;
- the other segment received an “abandoned view” reminder without a promo code.
In the emails with the game, subscribers were asked to guess under which card a dancing panda was hidden to win a promo code for their purchase.
If the user clicked correctly, they were automatically directed to a landing page with results.
The system triggered the “Win in Intuition” workflow, which sent a webhook to Pandashop with the contact's information to Pandashop. The user received an email with a static promo code.
If the user chose the wrong card, they landed on a page offering another try.
Most orders were placed after the first email about abandoned views. At the same time, during the second email phase, subscribers were more likely to make purchases after the email version without a promo code.
Regarding the “Intuition” game, slightly less than half of the contacts who read the emails clicked on the link and participated in the game. Over 20% of the winners used the promo code.
At the time of the creation and implementation of the strategy, gamification in emails was not widespread among Moldovan businesses. Perhaps that's why subscribers did not participate in the game as actively as planned. Regardless, the Pandashop team is pleased that gamification helped the brand stand out among competitors.
Abandoned Cart Trigger
We set up a separate workflow to engage users who selected products and added them to their cart but still need to complete the purchase. The first email was sent with cart data, after which 80% of customers received a message about additional points and 20% — without them.
Before sending each message in the workflow, the system checks if the user has triggered the “Abandoned View.” If so, the workflow was interrupted to avoid email overloading the contact.
The first email works well: customers make purchases even without bonuses, simply thanks to the abandoned cart reminder. Then, the workflow splits into two sequences: some customers receive emails with bonus points, while others receive reminders about the abandoned cart.
Campaign results:
Results
To attract new customers, retain and reengage inactive users, and keep the audience interested with promotions and special offers, Yespo specialists developed a marketing automation strategy and several trigger email workflows.
Initially, they improved customer communication by exporting a comprehensive contact database from CRM, segmenting it, and preparing and launching triggers.
Moreover, they created a mascot — an animated panda representing the brand. It was used in emails, widgets, and push notifications to establish a memorable company image and quickly capture customer attention.
The Yespo team designed a bonus subscription form, an email series with promotions, and an “Intuition” game for different audience segments.
This approach led to significant results:
- The Open Rate for the “Out-of-Stock” trigger emails was 35%. After receiving the emails with promo codes, customers made 37 purchases totaling over 100,000 lei.
- The Open Rate for the one-time reactivation email was 16%, bringing the store 100 purchases.
- After launching the “Dormant Users After 1 Year” reactivation, Pandashop received 14 purchases on the website with an average order value of over 2,000 lei.
- In the “Abandoned Cart” trigger chain, customers actively reacted to the first email reminding them of the items left in the cart (with and without bonuses). Subsequent emails in this workflow with accrued points also generated profit for the store.
- After implementing trigger emails, revenue from the email channel increased by 600%.
Want to leverage the capabilities of Yespo's omnichannel CDP to grow your business and boost sales? Contact our specialists for professional support in implementing your ideas.