How segmentation in the mailing of the online clothing store brings up to 280...

tasnuba12312543

How segmentation in the mailing of the online clothing store brings up to 280 thousand rubles from each letterMy name is Vladimir Andrienko, I am CEO of the mail agency Handbox. In this case, I will tell you how we increased sales of the online store using manual segmentation of the subscriber base.Our client is an online store of women's clothing Velesmoda. As a rule, in the distribution of clothing stores, the same information is the same: seasonal offers, new arrivals, shares. Attracting the attention of subscribers and notiving in this format is difficult. To increase sales, we have implemented a more personalized approach and segment the base – in this case I will tell you more about this.What the client had before the base segmentationThe online store was sent by staff members. They had 40 thousand subscribers, and the average opening of mailings flutters in the region of

10-15%. From each letter, the client received 20-30 new orders.Velesmoda wanted to conduct mailing more systematically, test new hypotheses and follow analytics - for this they appealed to our agencyBannerWhat they didMade a pop-up form on the store's website for collecting contacts. Previously, the subscriber became the one who issued the order. Now the subscriber could not become a client and make the shopify website design  first order from the newsletter.Pop-up on the siteWe have a welcome chain for new subscribers. Previously, new subscribers received one letter with gratitude for their subscription. We have customized the welcome chain and in one of the first letters we offer a discount on the first order.The first letter from the welcome chainInsertained trigger letters with an abandoned basket. One of the coolest tools for online stores. This letter in three months was sent to 35 thousand subscribers. Of these, 120 closed the deal - not so bad for the letter, which is set up in one week and then works autonomously.Statistics of the letter with an abandoned basket. It is opened by 37% of customers. 16% click on the linksAdded a block with sizes to the letter.



Regular mailing with a selection of products goes to subscribers twice a week - on Mondays and Thursdays. The choice of clothes in the store, although large, but there are not all the sizes of a particular model. It turns out that the subscriber moved from the letter, and it turned out that there was no necessary size - minus one potential sale for the store. Therefore, we made the mailing more point and added a block with dimensions to each letter. So, opening the letter, the subscriber can click on the right size. By click, the user gets to the site, where the goods of the selected size are presented.