How Abi and Joseph increased its subscriber base by 66 per cent

Online activewear retailer explains how an email marketing transformation has driven up engagement, conversion and customer consistency

Simply switching email marketing platforms has seen online activewear retailer, Abi and Joseph, increase its subscriber base by 66 per cent and lift engagement rates by 12 per cent.

At a time where offering personalised experiences and communications can make or break the customer relationship, Abi and Joseph found itself limited to sending bulk emails out to its entire database without any marketing automation. Danni Cook, Marketing and graphic design, said the women's activewear retailer really wanted to provide its customers with the personalised experience they deserved, but couldn’t.

“There was no syncing our email marketing platform with the back end system of Magento. Every time we had a new contact, we’d have to upload it manually. There was no automation or customer data syncing, making it hard to create that personalised experience,” Cook told CMO.

“If someone signed up on the website, it was fine, but our Win a Wardrobe competition contacts included 10,000 entries per competition, twice a year, and all those contacts would have to uploaded manually in the old system.

“When it came to producing campaigns, it was just designing an email, linking to a page on website and sending it to our customer database, which was 60,000 contacts back then. No automation, no programming, no dynamic content – it was literally just a bulk send.”

Enter dotmailer, and Cook couldn’t be more pleased with the results so early in the transition. The abandoned cart campaign has been a particular success with a click to open rate of 35 per cent, and the recent ‘Win a Wardrobe’ competition resulted in 11,700 entries and managed to collect 8500 new subscribers.

The ability to automatically transfer customer data into its database also helped the retailer to build a contact list exceeding 100,000 subscribers, an increase of 40,000 contacts since migrating to dotmailer. This has not only reduced the costs associated with its email marketing, it has allowed the emails and customer journey to develop consistency.

Other notable numbers include receive peak open-rates across email marketing of 24 per cent, a 12 per cent increase from the previous platform.

“Statistics show Australia has the highest abandoned cart rate in the world, so it was crazy we were not targeting those people. That was one of the biggest challenges for us with the old platform,” Cook said.

“About a year ago, we decided to do an entire website revamp, and as part of that we looked at the best platform for both ecommerce and for email marketing. It opened our eyes to see what was available for us. Dotmailer was recommended by our IT company.” 

The implementation got off to a rocky start as Abi and Joseph was simultaneously changing to Magento2. 

“We were going to hold off until Magento2 was running, but we then decided to do it straight away, because dotmailer brought attention to the sales and automation we were missing out on. So we did it together, and ultimately, it didn’t take long at all,” Cook explained.

“We saw a difference straight away. We ran our biannual Win and Wardrobe campaign, and we got so many new subscribers. We also found we 30,000 customers’ data in Magento we hadn’t been utilising. That’s a lot of customers.

“Previously, any competitions or surveys required the employment of an IT company to create an entire landing page. But this time I could set up the entire program through dotmailer, it was a really simple process.”

Building on its early success, Abi and Joseph plans to implement a new birthday email campaign, with data currently being collected through its newsletter sign-up forms, and further its marketing automation to build on what’s already been achieved with a re-engagement program and post purchase cross sell.

Read more of our digital marketing transformation case studies:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in