31 July 2024
364
5 min
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Zootovary.com Case Study: How to Increase Revenue by 30% with Trigger Email Campaigns
| Task | Increase sales through the email channel by leveraging personalized communication |
| Results | Personalize email campaigns by implementing trigger emails |
| Resources | Promodo agency team |
| Results | +30% monthly revenue from the email channel |
Statistics show that customers open trigger emails 8 times more often than regular ones. The trick lies in the personalized experience a business can create by using triggers. From a user's perspective, personalization increases the likelihood of finding something useful in the email.
In this article, we share a case study of the Zootovary.com store. The Promodo team helped the company implement personalized trigger workflows, and now you can see the results they managed to achieve.
About the Project
Zootovary.com operates four offline pet stores and an online store with a delivery service in Kyiv.
When the company began working with Promodo, they lacked a segmented customer base, making it difficult to offer relevant products to customers. To handle this, we need to adjust business communication to each customer's specific needs and preferences.
Personalization helps with this, and as a result, businesses can nurture long-term relationships with customers and boost sales.
Task
- Increase sales through the email channel.
- Increase customer loyalty.
- Implement personalized communication with customers.
Solution
- Conduct a customer survey for further segmentation.
- Personalize email campaigns.
- Implement new triggers:
- "Pet's birthday"
- "Reminder to buy food"
- "Abandoned view"
- "Abandoned cart"
- "Customer reactivation"
- "Welcome series"
Project Implementation
Customer Questionnaire
To personalize communication with customers, the Promodo team created a questionnaire and incorporated it in two promotional emails sent one week apart. To motivate customers to fill out the questionnaire, they offered a discount on store products.
The questionnaire included such fields as:
- pet’s name;
- pet’s type;
- pet’s birthday;
- most frequently purchased food;
- general preferences.
After the second promotional email, subscribers began to fill out the questionnaire more actively.
To further increase the response rate, the Promodo team added a special block with an image to all promotional and trigger emails. This email was sent to subscribers who hadn't yet completed the questionnaire.
This addition significantly impacted the results — 20% of the customer base filled out a questionnaire in 6 months. With this data, the team moved on to setting up personalized campaigns.
Personalized Triggered Email Campaigns Implementation
To ensure that the pet store's customers receive relevant offers, the Promodo team launched several trigger-based workflows using customer segmentation. The main goals were to increase customer loyalty and boost business sales.
They launched the following personalized campaigns for Zootovary.com:
- “Happy Birthday to Your Pet”
Customers receive a personalized greeting letter on their pet's birthday, using data from the completed questionnaire. The email includes the pet's name and a photo, and offers a promotional code for a 3% discount on any product in the store.
- “Reminder to Buy Pet Food”
The trigger is based on the pet’s type and the weight of the product package. The email includes a time-limited promotional code with a discount for the relevant product.
- “Abandoned View”
If a customer visits the website and then leaves without purchase, they receive a reminder email with a list of products they have just viewed.
- “Abandoned Cart”
If the customer adds a product to their cart but does not complete the purchase, they receive a reminder to finish their order.
- “Reactivation Letter”
If the customer hasn't purchased in the last 6 months, a reminder email is sent to them as well.
- “Welcome Series”
Right after registration, the customer receives an email with a question about the type of food that is suitable for their pet.
Results
Zootovary.com increased monthly revenue from the email channel by 30% only from using trigger-based campaigns. Personalized communication showed higher results in key indicators compared to generic campaigns:
| Efficiency Metric | Campaigns without personalization | Trigger campaigns with personalization |
| Open Rate | 28% | 40-70% |
| Click Rate | up to 10% | 25% |
| Transaction Rate | 15% | 30-35% |
If you also want to increase your company's profits and build long-term relationships with customers, sign up to Yespo CDP and try it yourself.
Also, keep an eye on our blog – we regularly write about the latest tools and approaches in digital marketing for ecommerce businesses.
