Quiz reduces online cart abandonment, boosts email revenues
Quiz Clothing may be facing plenty of challenges at the moment but it’s seeing success in one area — email marketing. A new approach meant that email revenues have risen 200%, while email registrations have increased 300% month-on-month.
The company has been working with behavioural marketing solution provider Wunderkind (which used to be called BounceX) to boost revenues generated by its email marketing campaigns.
The company had temporarily closed its e-commerce operations in March as the coronavirus crisis began, but it reopened in the middle of April and it recognised the need to optimise its email marketing at that point.
Linking up with Wunderkind to improve on-site identification and personalisation, it was also able to cut the rate of online cart abandonment.
Wunderkind said its tech can “boost online identification to serve the right message to the right customer, at the right time, based on that individual shopper’s buying intent”.
As well as helping Quiz grow its email capture, it also drove increased conversion. And the positive results in reducing purchase abandonment were achieved through “more personalised and targeted messaging – this brought customers back to the products they had showed the most interest in and re-engaged customers who had left items in their basket”.
Haroun Saleemi, Head of E-commerce at Quiz, explained that while the company wanted to increase customer engagement, “we wanted to do so in a way that wasn’t intrusive to our shoppers. This meant working on the messaging and the timing of each message, as well as ensuring that each customer was only entered into the campaign at the correct moment in their individual journey.”
“We have seen that with the correct messaging, delivered at the right time, we can positively encourage customers to engage with us and register interest with our brand.”
It’s also interesting that Wunderkind said email’s role as a channel grew in importance during lockdown and that while click rates for email have stabilised to pre-pandemic levels, “email open rates have grown exponentially, spiking on Mondays, where we see 40-50% higher than average engagement”.
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