With a new Marketing Automation platform that allows allbeauty to utilise their data on a new level, and a team to help them make the most of it, the new behavioural email campaigns have delivered fantastic results. The ‘Abandon Payday’ email has seen a conversion rate of up to 40.9% and brought in an additional £19,885 in revenue over six months. The ‘Abandon Category’ email has seen an open rate high of 38.7% and click through rate of 23%, bringing in an additional £154,000 of revenue over six months. These results are in addition to the abandon behavioural emails allbeauty already had live.
Looking at the campaign emails with much more targeted segmentation, they have seen a YoY increase in revenue of 44%, with open rates increasing from 7.8% to 12.8%. This is all down to the creation of segments of active purchasers, customers who have browsed the brand recently and customers who were lapsed purchasers.