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Email Marketing | Analytics

+260% to sales in online cosmetics store

Our client - online-store of cosmetics and perfume SpaDream

At the beginning of our cooperation, SpaDream already had some trigger mailings: abandoned cart emails, dropped views, liked products.
The company wanted to return regular promo mailings which they began to send less often before working with us and to get more profit from the email-channel.

Set up the subscriber base collection

To collect the subscriber base we activated a pop-up window on the website with the offer to get a 10% discount promo code:
This pop-up collects about 2500 subscribers per month

5,6% is the conversion from the website visits to the subscription

Launched a welcome chain

After the subscription the following welcome chain was launched:

  • Subscribed
  • Confirmed the subscription
  • No - Won't get emails
  • Yes - Got a discount
  • Used the discount
  • Yes - Thanks for the purchase and latest novelties
  • No - a reminder about the discount, loyalty programme
This is what the emails looked like:
The whole content of the emails was formed automatically: latest novelties and offers were downloaded from the website.

Launched promo emails

We send promo emails twice a week. They tell about novelties, offers and discounts.

Sent content emails

Once a week we sent content emails with the selection of products from a beauty-expert. It united the products according to the topic, for example "what should be in your makeup bag this autumn".

The idea was to make the emails useful, they were not supposed to sell straightforwardly. This type of communication did not meet the expectations - some of these emails were a success but the others didn't show any result at all and in a while we gave up on them.

Launched trigger emails

Some trigger emails, for example abandoned cart, had already been set up before our cooperation.

Emails for regular customers

Besides the discount growth for the regular customers, there was an offer in the shop : when the total purchase sum reached a particular value, they got a 7% discount promo code.

Reactivation emails

We tested two email options:
The first one turned out to be more effective, so we decided to use it. Now, it returns 2% of non-active subscribers.
The email is sent when the subscriber doesn't open emails within 90 days.

The result

Our cooperation began in July 2017, by the end of December 2017 monthly revenue from the email-channel was 260% higher than at the start:
Overall:
Trigger, welcome, and promo emails worked together and their influence on one another led to the sales growth
+260%
of transaction amount growth in the online store
2%
of inactive subscribers were reactivated
80%
of unique openings of the first email
The team of the project
Andrei Blagov
project manager
Ellina Safronova
designer
Dmitrii Knyazev
layout designer