By Malene Birger increased full-price shoppers by 109%
Danish fashion brand, By Malene Birger, uses marketing automation to communicate with customers at all stages of their lifecycle. Also to track them in real-time and make sure they stay loyal. Since launching their onboarding automation, they have increased full-price shoppers by a whopping 109 percent!
“Around 20 percent of all sales related to CRM activities comes from marketing automation – and the number steadily increases!” says Laufey Lúðvíksdóttir, CRM and Loyalty Specialist at By Malene Birger.
When it comes to marketing automation, By Malene Birger has a lot of exciting things in the pipeline. They’re currently working on a new win-back automation with predictive scoring and shortly, they will introduce product recommendations. When asking what marketing automation tips and tricks they would like to share, the answer was the following:
Label, label, and label your customers
Group your customers by assigning labels along the way, such as bargain hunters, risk of churn, and high CLV. Use the labels to create segmentations and target audiences – and to prioritize what and when communication should be sent to the customer.
Segment and don’t over-communicate
By separating customers into groups based on shared characteristics, you can deliver targeted and super-relevant content to every single customer. Use marketing automation to increase the level of personalization and relevancy when you talk to your customers – not to send out emails and text messages just because you have the tool and database to do it.
Polarn O. Pyret sees open rates around 50%
Polarn O. Pyret, a Swedish childrenswear brand, mainly works with marketing automation to enhance the customer experience – and several automations exist to strengthen their sustainability work. Overall, the automated emails are opened frequently and for their “aftercare” emails, the number can be as high as 50%.
“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 Axelsson, CRM Manager at Polarn O. Pyret.
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. Sometimes brands put too much focus on the acquisition part rather than nurturing the customer with a long term mindset. 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 – that way the customers will realize how much you value them.
Read more: Why you should get started with marketing automation for e-commerce
Panduro re-engaged 4% of churning customers
Panduro, a market leader in hobby materials in Europe, has automations for every step in the customer lifecycle. In May 2020, they launched a “we miss you” automation to re-activate customers that haven’t shopped within 23 months. So far, 4 percent of the churning customers have been re-activated!
“With the help of predictive scoring, we can act as soon as a customer deviates from their purchase behavior – and win them back before they churn,” says Anton Rydje, CRM Manager at Panduro.
Ways to optimize future communication
Panduro’s next step within the space of marketing automation is to increase the number of post-purchase and refill automations – and to focus more on cross-selling flows to get customers interested in items that are similar to the ones they’ve already bought. Another very important and valuable automation is the abandoned cart automation which has generated impressive results. According to Anton, Panduro’s abandoned cart emails have an open rate of around 50 percent, and over 3 percent of customers who opened the abandoned cart email have completed a purchase.
3 marketing automation case studies–just a download away
Want to know how these brands set up their marketing automation workflows, why they work with specific automations, and what results they have seen? Download the full case studies for free, right here!