How Polarn O. Pyret strengthen their customer loyalty and sustainability work with automations

How PO.P measures the effect from automations, in general? To make sure the automations have desired effect, PO.P uses control groups. They measure everything from increased frequency to average receipt during a specific period. If they don’t like the result, they revise the communication. Overall, PO.P sees high opening rates in their automated emails – probably because they’re connected to a customer’s action or behavior and therefore feel relevant.

“In our ‘aftercare emails’, which the customer receives after buying specific garments, the opening rate is around 50%,” says Åsa.

They can also see that follow-up emails that feature relatable product recommendations inspire more purchases. Many more, actually.

“Some of these emails have contributed to over 44% in additional sales,“ says Åsa.

Ways to successfully build automations

The most important thing to have in mind when building an automation,

according to Åsa, is to create value for the customer. Make sure to convey a relevant message that rewards the customer or makes their everyday easier. Also, take timing into account and make sure the customer doesn’t receive communication too often. Last but not least, make sure the message is super personal since it’s triggered by something the customer did.

“Every automation should deserve its place. If it doesn’t bring added value to the customer or the business, then question whether you should keep it,” says Åsa.

What’s next for PO.P, marketing automation-wise? They’re currently working on an onboarding automation to welcome new members in a positive and warm way. They want to make it easy for every customer to see the value of being a member, get the help they need from experts – and, of course, dive into all the lovely benefits!

Polarn O. Pyret’s marketing automation tips and tricks:

“The post-purchase customer journey is underrated” 

A lot of brands miss out on, or can definitely improve, these customer journeys. Receiving information on how to wear and take care of items brings value to the customer.

“Seize the opportunity to be more personal” 

As automated communication can be triggered by specific actions and behaviors – make sure your messages are super relevant and always sent to the right people at the exact right moment.

“Get help from those who know the customer the best”

People who work in physical stores or at customer service often know how the customer will react to the automated message – and what to add to increase the value for the customer.