The results that each email campaign achieved are as follows:
Welcome Purchased Email – From sending a specific welcome journey to customers who have already made a purchase, Start-rite have achieved a 5.59% conversion rate. The email helped to drive customers to make a second purchase within the next 70 days of signing up, increasing their customer’s life time value and encouraging these customers to become a repeat high value purchaser.
Welcome Not Purchased Email – Driving the first purchase within the first 24 days of sign-up is essential to reach the customer when they are most engaged and looking to buy. With the unique code merge Start-rite have been able to offer an incentive to customers, which led to a conversion rate of 4.85%.
Reactivation Email – From targeting 3,852 lapsing customers who were not engaging with the brand and hadn’t made a purchase for some time, Start-rite achieved a 27.53% conversation rate and a 1022% ROI from this email.
Another great result from the project was that codes were not leaked or shared online as they were unique to each customer, also Start-rite did not lose revenue through offering its discounts to untargeted groups either.