For the Grizly.cz health food store, we mixed a nutritious mixture of e-mailing, smart campaigns, browse-remarketing reports and automated communication. In this way, we managed to triple the customer database, increase the conversion rate and start building a positive brand image.
The small, inconspicuous shop Grizly.cz became one of the largest e-shops with healthy food already 3 years after its establishment. The owners were focused on sales and had no time left to brand the store or take care of customers. We therefore proposed a complete e-mailing communication strategy, which included the acquisition of new contacts, the start of regular mailings and the start of smart campaigns that help build the love brand.
"We started sending out newsletters once a week, in which we combine the product and content part.."
We wanted to get more new emails and leads to our contact database. That's why we chose a pop-up window with an incentive discount of CZK 100 for purchases over CZK 1,000.
We performed a comprehensive analysis of the current situation and found that the number of users accessing the e-shop from a mobile device increased by 40 %. At the same time, however, the percentage of new customers decreased due to the absence of a responsive website and the lack of promotion of entire collections.
We started sending out newsletters once a week, in which we combine the product and content part. For example, we send recipients tips on different variations of healthy dishes and the magazine "Why me and Grizzly?".
In addition to general newsletters, we have created segmented mailings for specific products of individual categories. We didn't even forget about the personalization of the template - addressing by first name, reminder of viewed products, evaluation from Heureka.cz or information about the nearest delivery point with free shipping.
To collect contacts via a pop-up window, we gradually added a browse-remarketing campaign based on the last visited products or a holiday and anniversary campaign (one year from the first registration). Through A/B testing, we are looking for ideal variants of motivation. We address dissatisfied customers from the Heureka.cz server using automated communication.
"In addition to general newsletters, we have created segmented mailings for specific products of individual categories."
After 9 months of cooperation, we performed a data analysis that helped us set up scenarios for the repeated purchase of sports and health food. These smart campaigns account for approximately 25 % of the entire email channel's revenue. Their conversion rate is close to 18 %, bringing the overall email conversion rate to 9 to 9.5 %.
"After 9 months of cooperation, we performed a data analysis that helped us set up repeat purchase scenarios for sports and health food."
E-mailing, which until now was missing from the portfolio of marketing tools, now accounts for 17 % of the entire e-shop's turnover. Email conversion rate is around 9 %. From the point of view of ROI, e-mailing appears to be clearly the most effective channel according to the client's evaluation.
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