Marketing process automation allows you to achieve high results at relatively low costs. Marketing automation saves both time and money, allowing you to save hundreds of hours annually on tasks that no longer need to be done manually.
Here’s a case study of one of our beauty e-commerce clients, for whom we implemented several automation scenarios using Salesforce Marketing Cloud.
Their goals were:
To grow the subscriber base, we used a pop-up form. After signing up for the newsletter, users received a 10% discount on purchases (if they met the minimum spending requirement). The discount code was sent upon email confirmation and was valid for 30 days.
If the code wasn’t used, the user received a reminder email a week before its expiration. As a result of these efforts, we achieved an open rate of 39.84% and a CTR of 34.40%.
Notably, for every 10 subscribers who opened the email, 8 clicked through to the homepage (CTOR – 85.37%). These activities resulted in an average of 281 transactions per month, with an average order value of 98.70 PLN (data over the past 12 months).
Loyalty program participants tend to shop more frequently and with greater engagement. Therefore, one of our goals was to encourage customers to join the program. We created a dedicated landing page where users could sign up, subscribe to the newsletter, and join the SMS database.
All activities related to the program were fully automated. Members earned levels in the loyalty program based on their spending, and they automatically received notifications as they progressed through the tiers, bringing them closer to unlocking additional benefits.
These actions resulted in a 16.37% increase in the average cart value among loyalty members compared to non-members, as well as increased shopping frequency.
Client analysis showed that many users abandoned their sessions without making a purchase. To increase conversion, we used AI-based tools that personalized offers directly on the page based on the user’s query.
The system, leveraging purchase history (if the user was a returning customer), monitored consumer behavior and, based on the time spent on specific product pages, suggested personalized offers tailored to their needs.
Using analytics data, we created recommendations that later appeared on the homepage, product category pages, and the shopping cart page.
After the first three months, the results were as follows:
We also began building an SMS database. We started from scratch, as the client had not previously collected marketing permissions. The fastest way to build the list was by offering an incentive.
To speed up this process and encourage sign-ups, we offered a 10% discount on purchases (with a minimum spend requirement). List-building was supported through paid channels, email marketing, and automation.
Additionally, those who signed up for both the SMS list and the newsletter received an additional 10% discount. The voucher was sent either by email or as an SMS code.
Within three months of launching the campaign, 17,000 users registered! In the next steps, we plan to create exclusive offers for subscribers, temporary price reductions, and high-discount promotions available only to registered users. Organizing short, time-limited campaigns will help generate a high transaction volume.
O AUTORZE
Posiada ponad 20-letnie doświadczenie w tworzeniu strategii marketingowych dla małych
i średnich firm. Specjalizuje się w automatyzacji procesów marketingowych i sprzedażowych oraz tworzeniu i analizowaniu kampanii marketingowych online i offline.
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