The traditional watch industry has long been struggling with the competition of smart watches, which is mainly represented by the Apple Watch. This situation complicates the acquisition of new customers and impairs growth potential. The client turned to us to help them gain the attention of previous customers and increase sales through email marketing.
TimeStore.cz is the largest e-shop with wristwatches in the Czech and Slovak Republics. It also operates in Hungary and plans to expand to Bulgaria. You can buy a wide range of brands, including Casio, Festina or Tissot.
The client has not yet fully utilized e-mail marketing. That's why he turned to us with the desire to help him.
We have set clear goals:
We approached it in the following way.
At the beginning, we asked ourselves a simple question: What is the owner of the watch interested in?
Thanks to information from the client and the results of our own research, the following emerged:
Despite the development of smartphones that give an overview of the time, many people still prefer watches. You don't have to take out anything complicated, you always carry them on your hand and usually count on a longer service life.
The watch also represents a certain social status. Do you prefer elegance? Are you one of the more sporty people? Do you wear more expensive or cheaper brands? People notice this and consciously or unconsciously judge you accordingly.
It is also in demand fashion accessory. It doesn't matter if you are going to a prom, a fun event or to work. A watch completes your look. It also tells a lot about your taste.
Our strategy she worked with all phases of the purchasing process. We wanted to fully exploit the potential of email as a more personal channel.
We acquired new contacts thanks to a web form, the option to download an e-book and pop-up windows. In the last case, we invited current seasonal events. The newly acquired contact was welcomed by welcome campaigns that created a positive impression on the customer.
The form of the resulting mailing depended on personalization by gender. Automated campaigns responded to user behavior, adapting content to expressed interests. Push notifications also worked similarly.
After ordering the assortment, a thank you from the owner and a satisfaction questionnaire followed. This was giving us customer feedback. It helped us to solve any problems in a timely manner.
In cooperation with the client, we selected several seasonal events that had business potential. We compared these suggestions with traffic and sales data in Google Analytics.
This showed us seasonal opportunities for which we prepared an email campaign plan. For example, it was:
A number of emails also included a deduction. It fulfilled 2 goals. He helped us emphasize the leitmotif of time. At the same time, this design element increased the conversion rate. He emphasized the time limit of the offer.
The deduction and other conversion elements went through a series of A/B tests. We tried several variations and this data helped us to improve the results of other email campaigns in the long term.
However, we went much further when designing email templates…
For each client, we solve one fundamental challenge:
How to stand out in the flood of other messages that users receive in their inbox?
Our experience and long-term testing have proven that people will soon become accustomed to the constantly repeating appearance of emails. On the contrary, they warn if something deviates from their habits.
We took advantage of that. How?
We prepared several basic template layouts that took into account email goals, UX elements and conversion rate optimization. But each individual mailer worked with a different color palette and photos. In particular, the footer, buttons and header of the e-mail were changed.
We set ourselves a simple goal. The user should not have received the same e-mails over and over again. Something always had to surprise him. We adapted the colors of the design, for example:
Email campaigns were ongoing from October last year to April this year. The combination of a well-thought-out content strategy and imaginative creative in email marketing can go a long way in improving the customer experience and helping to increase repeat purchases.
This is evidenced by the fact that we were successful with e-mail campaigns almost double the sales with existing customers. He also confirmed the attractiveness of the content gain 164,731 contacts and a very low user logout rate, which we have reduced to just 0.3 %.
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