Increased email conversion driven by data and rigorous testing

Klædeskabet had already invested significant resources in optimising their email flows and had achieved strong results with the basic sequences. Their existing setup was performing well and generating substantial revenue, but Klædeskabet is always looking for new opportunities for further growth and success.

With ambitions to explore new possibilities and further optimise their email automation, Klædeskabet recognised the need for innovative approaches. This led them to seek our expertise in identifying pioneering methods to drive additional growth through email flows.

WeMarket’s approach is to continually evolve our strategies by drawing on extensive experience and comprehensive testing of email flows to achieve outstanding results. Our tests include adjustments to subject lines, calls to action, personalisation, segmentation, and data utilisation. By constantly running new tests, we ensure ongoing improvements in conversion rates, order values, and the specific objectives for each individual email flow.

Continuous improvement of existing flows

WeMarket has implemented new and automated email flows for Klædeskabet, delivering relevant content at exactly the right moments in the customer journey. With our newly established email flows, we are now leveraging even more data than before. For example, information about a customer’s previously purchased clothing sizes has always been available, but now we store this data in the customer profile. This allows us to tailor flows even more accurately and present the right products to each individual customer. The various email flows are carefully targeted and personalised to each customer, based on their previous interactions and behaviour.

Marketing automation is the key to reaching the right customers with the right messages at exactly the right time. By using data to precisely tailor Klædeskabet’s communications, the relevance of the emails increases significantly, making them much more appealing to customers. This improved relevance leads to much higher conversion rates, which ultimately results in increased webshop sales.

Impressive results and effective flows

Since launch and over the following six months, the various flows have achieved an impressive growth rate of 78.5% compared to the previous year. This has included a wide range of different flows – see a small selection below:

Before and after prices in Abandoned Cart
We implemented the option to show previous and current prices on items in the Abandoned Cart flow. This led to a remarkable revenue improvement of 20,000 kroner in just one month compared to the version where the higher and previous prices were not visible. It is worth noting that this result was achieved in just one out of six emails in the flow. In addition, the associated conversion rate showed a significant increase of 53%.

Collecting customer clothing sizes
We began collecting information about customer clothing sizes based on their previous purchases and when customers clicked in emails. This information was used to create an automated flow that, every 20 days, sends current and available products based on the customer’s size. Each customer is shown different products tailored to their preferences. For example, a woman who loves dresses will see dresses in her own size, while a woman who prefers jeans will likewise be shown those in the right size. The flow also includes discounted outlet items in the customer’s size to stay relevant and reduce surplus stock without large price reductions. By using data, we are able to minimise one of the main barriers customers often encounter when buying from outlet ranges – namely the hassle of looking through a pile of clothes where sizes are often limited.

Back In Stock
We enabled customers to sign up and receive notifications when an item was available in their size. The flow differs from the standard by adapting to the expected stock replenishment. If an item – for example, Klædeskabet’s own brand “Marta du chateau” – is expected to be restocked quickly, we encourage customers to wait. If the product would take longer, we present alternative products, provided the customer has naturally agreed to marketing.

Ongoing development and big ambitions

Looking ahead, the partnership between WeMarket and Klædeskabet has even more exciting plans in the pipeline. These plans include, among other things, the implementation of more automated campaign flows, a birthday flow, as well as a major expansion and collection of data focusing on, for example, brand preferences.

The collaboration with Klædeskabet has only just begun – and it is important to understand that email marketing is a continuous process that can always be refined and optimised to ensure the results remain at their best.