Today, Cervera has around 1.6 million members in its membership club. They mainly communicate with customers through newsletters, which allow them to test, analyze and optimize – yeah, pretty much everything.
“We have test and control groups for all communications we do, which is a gold-digging database for us. We know exactly what’s working and what’s not. And we are testing a lot. We test, we act, we improve – and we can see that those small adjustments give great results,” says Erika Dalle.
In the last two years, Cervera has raised the sales effect of emails by 150 percent, and it has become clear that the more personalized the messages, the better results when it comes to open rates, clicks, and conversions.
“For an email with very personalized and relevant content, we can see open rates up to 50 percent. About 15 percent of all our traffic to the website comes from our newsletters, and we have seen a great effect since we implemented Voyado. We also use customer insights from Voyado with our digital advertising, which makes us even more accurate to reach our target group,” says Erika Dalle.
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