Health supplement provider Evolution Slimming is leveraging Emarsys' Artificial Intelligence (AI) Marketing solution to identify their prospects, first-time buyers and defecting customers.
Based on customer behavioural intelligence, Evolution Slimming then targeted each of these segments with three automated lifecycle emails to create personalised customer experiences.
This generated a 270 percent in return on investment (ROI), and 1.1 percent uplift in projected annual revenue from just one automated campaign. There were also 38 percent more repeat orders.
"It's so much easier to convert customers once you know how to give them what they want, when they want it," said Russell Nicholls, Commerce Director at Evolution Slimming.
Evolution Slimming used Emarsys' customer intelligence tool Smart Insight to combine the correct mix of timed incentives and product information, personalised for each target audience. The tool also enables Evolution Slimming to analyse their entire customer base in one place, showing them how and when their customers shop.
The campaign is then distributed via the Emarsys Automation Centre, using a preset marketing automation template. Each part of the campaign is automatically triggered by customer interactions with the web store, such as purchases or abandoned carts.
"Individual incentive and voucher matching was never really a possibility; it was all or nothing on a campaign-wide basis," said Nicolls. "When it came to defining the nature and quantity of the incentive, it was a guessing game that tried to balance engagement gains with margin hits. We struggled to identify who should receive discounts, [and] for what amount."
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