Getting new customers online is not easy at all. The most important thing is original and correct communication. We managed to create a successful acquisition campaign for Knihy Dobrovský. The jury of the WebTop100 competition awarded our work third place.
„The basic key to success was communication style. For example, the user received an email with a subject 'The bell rang, the fairy tale is over'.„
We collaborated with the client on the campaign graphics. The form of all texts played the most important role in our acquisition campaign. A lot of e-shops offer dry, transactional emails that no one wants to read. With our acquisition campaign, the user received what he could expect from a client of Knihy Dobrovský - literary-inspired and cheerful communication.
The customer received playful texts related to the given topic and tone-of-voice corresponded to the client's activity on the website. Communication has maintained a uniform tonality since social networks after website. Additionally, all emails were responsive and functional in the mobile app Gmail. This platform was used by a large number of customers.
They were set on the Dobrovský Book website triggers. These responded if the user browsed the website for a longer period of time, showed an interest in leaving the page or made a quick mouse movement. At that moment, it appeared to the user pop-up offer with a discount of CZK 50 on a purchase after entering an e-mail. After filling in the address, he received a confirmation e-mail with a simple and yet original text with green motifs according to the client's company logo. After confirmation, the user received a standard welcome email.
We then divided the users into those who they confirmed your email address and become customer regular or thematic newsletters, and for those who implemented theirs thanks to the acquisition first purchase. It was then applied to the given group reminder campaign built on data from purchase history.
Based on the collected data about behaviour customer and in the background the Opt-In process was then automatic pre-segmentation according to time periods, and above all according to what is expected creditworthiness and thematic customer focus (bestseller vs. sale, detective story vs. biography, etc.).
„Our campaign shows that there are interesting possibilities personalization 'anonymous' visitors.„
Our campaign used these basic elements:
Acquisition campaign is generally one of those for email marketing basics. Ours had a task support the acquisition and aim at first purchases. The goal was also direct conversion, sales and profit, customer database renewal and new user acquisition.
Our campaign shows that there are interesting possibilities personalization "anonymous" visitors. But for that you need to maximize data usage about these customers. That the campaign worked is also confirmed by the results achieved, such as 37,535 acquired contacts or 3,42% conversions into purchases. Our campaign was an original solution awarded 3rd place in the WebTop100 2018 competition.
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