SEPHORA INCREASES REVENUE FROM EMAIL MARKETING WITH SOCITAL
Sephora increases revenue per newsletter subscriber by 142%
and recovers 5.22% of lost online shopping carts.
The Results
142%
Higher revenue per subscriber from personalized email marketing
118%
Increase in number of subscribers (in 9 months compared to lifetime)
5.22%
Decrease in cart abandonment without incentives
3.3%
Contribution to total e-shop's revenue from recovered orders
Objectives (Time frame: 9 months)
- Increase sales and contribution to total turnover through email marketing and onsite campaigns
- Increase the list of registered users & subscribers
- Increase user re-engagement
- Reduce cart abandonment rate
Innovation and Implementation
Sephora.gr used Socital’s platform for:
A. Welcome campaigns
B. Seasonal promotions
C. Cart abandonment
D. Exit intent onsite campaigns
E. Existing email list segmentation (extracting gender and first name)
Project: Newsletter
We live in the era of the super-packed inbox and the super small attention span. Marketers compete every day for some of our extremely limited attention. On a global scale, all major retailers turn to personalization to tackle the problem.
- Through Socital, the client was able to detect the subscription status of the user (subscribed/non-subscribed) and serve the appropriate on-site content. For example, users who did not convert while browsing the e-shop received a follow-up subscription message in the form of an Exit-Intent Popup
- All new subscribers easily went through the consent process, as GDPR compliance tools are part of Socital's Out-of-the-Box solution.
- A "make-or-break" point to further optimize the user experience is an integration of Social Logins (Facebook) with the various onsite campaigns, which allowed users to complete the process with just one click.
- Also, personalized pop-ups improved subscribers’ acquisition as well as on-site retargeting by utilizing subscribers data such as name, gender, age, interests and brand affiliations.
- Sephora used these data such as subscribers' First Name in their Email Marketing campaigns to personalize the newsletter.
- Personalized email campaigns achieved on average:
- 30.32% higher Open Rate
- 49.66% higher Click Rate
Project: Cart Abandonment
Cart abandonment rate usually soars to 70%! Even though e-retailers use many tools to minimize this major leak in their sales funnels (one step checkout, retargeting, email automation, promo codes), little they do to eliminate abandonment in the real-time.
- For the better success of this project, we focused on visitors that have added items in their carts while browsing.
- Using Socital’s tools for contextual content placement and Exit-intent trigger, we were able to identify visitors that were about to leave the site with their carts full of products.
- When this happened, we triggered a pop-up with content to tackle the most common abandonment reasons (Free Shipping limit, Support and After Sales Service, Ease of payment and payment methods). Additionally, we created an urgency for order completion.
- Using no extra incentive (extra discount or service), we were redirecting visitors back to the checkout with a simple CTA button.
- 22.13% of people who clicked this CTA button completed their orders (E-Commerce Conversion Rate).
- The orders we recovered had on average 4.37% higher order value compared to the average order value of the e-shop for the same period.
- Recovery cost of these carts was 0!
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