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Beauty delivery through triggered emails — support of Vichy campaign
Online diagnostics from Vichy is a project which allows any consumer to get his or her skin and hair checked out, receive personal recommendations, and includes the selection of suitable Vichy products.
To implement the project Vichy assembled several teams: – BBDO, McCann and The Head which were responsible for the design&coding of the landing page; – Oggetto Web which set up integrations of the systems; – Our team, Email Soldiers, was responsible for email campaign sending with dynamic data.
Senior CRM Manager at Email Soldiers
Ecommerce Manager of Vichy(L'Oreal Russia)
Email Designer at Email Soldiers
HTML Developer at Email Soldiers
Altogether the project of online-diagnostics consisted of three campaigns:
SkinConsultAI where a consumer uploaded a photo to the website after which artificial intelligence defined the skin condition. On the basis of this test the user received some skincare recommendations.
Normaderm where a user filled out a questionnaire, on the basis of which they got skincare recommendations, specialists' advice, and a selection of products sutible for them.
«Healthy hair code Derco» where a consumer answered the questions and got hair treatment recommendations and a list of recommended Vichy products.
The mechanics of all the three campaigns were pretty much the same. The hair condition testing campaign «Healthy hair code Dercos» had interesting technicals features, so we will tell you about the work on the project on the example of exactly this campaign.
What a consumer saw
The only thing left is to do is to assemble an email campaign with dynamic content.
What was left behind the scenes
Technically the project was rather difficult and required integrations between the landing, Magento engine and Mindbox marketing automation platform.
The following data was used in the project:
Users' data: email addresses, results of the diagnostics (hair type, hair problems, treatment needs);
EAN is a unique code of products included into the project;
Text recommendations from the treatment specialists for different skin and hair types
This is the data the systems exchanged
Our part of work consisted in displaying the proper data in the trigger letter the client received with the results of the diagnostics.
For the email to be sent from Mindbox we set up two operations:
Operation 1 - sending the personal data. When the user answered the questions and entered their email, personal data, like hair type and scalp properties, was put down into the additional fields of his or her profile. EAN-codes of recommended products were transferred into the product list.
Operation 2 — sending the email. In the email the user got:
A unique Promo Code
It could be used only once and applied only to the selection of the recommended products provided that the customer bought 2 or more goods from the selection.
The subscriber saw the full information in the email: name, description, price of the product, and could add the item to cart by click. Actually all the information was dynamically added to the email from the feed and we only used the EAN-code of the product in the email settings.
Text recommendations from the specialists
The subscribers got an individual set of recommendations. Separate pieces of advice from the specialists for each hair necessity were stored in Magento. There was no need in storing them in mindbox. Moreover, the additional fields in mindbox have a 1000 character restriction. That is why the pieces of advice were sent directly from Magento, being combined for each user individually according to the results of the test.
Colour code of the product selection
Each Vichy product has a corresponding code. When selections of the products are compiled for the user, the color code is created. For instance, like this one:
This color code ciphers the selection of products in the order of treatment steps. For example, shampoo is step 1, its color goes first, conditioner is step 2, its color goes after shampoo, easy comb spray is step 3.
As we've already said, each product has a corresponding individual EAN number. When the EAN is added to the email, the other data is added from the feed as well. The problem is the EAN is added to the email in a random order while the color code is formed according to the treatment steps.
So we did it this way. For each product included into the campaign we created an additional field with the serial number in the mindbox product list and numbered them manually.
In the email we created boxes for the parts of the color code. In each box with the picture we created an empty array where we put a variable. Product colors served as variables. Pictures were added to the email in accordance with the two conditions:
the line of the product - X; the number of the treatment step the product corresponds to, - serial number Y.
As the result, before being sent this part of the email looked like this:
And the recepient saw it in the email like this:
Profit for the business from the project
We had three campaigns like this with Vichy. It is important that these are the projects which work in the long run. First of all, we filled up the subscriber base, secondly, we got much personal data which can be used in future mailings to make the offers more accurate for the clients and to sell better.
The conversion to purchase from the trigger after the diagnostics is 1,5%higherthan the conversion of the promo with the topic "Hair treatment".
2000+ people get diagnosed, the total number is ~3000 times. 50% users from those who made purchases after being diagnosed used the promo-code.
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