Which is more fun: A) listening to a physics lecture, or B) playing with bouncy balls and measuring bounce height to see the real results of potential and kinetic energy?
If you answered B, this article is for you.
Although we can’t show you marketing software actively delivering personalized omnichannel messages to customers, what we can do is share the real results that marketers are achieving.
Chloe, Miranda, and Danielle are all marketing leaders who are continually honing their craft so they can scale their business, increase retention, and drive revenue. Dig into their stories, see the real outcomes they’re achieving, and take away the inspiration to grow.
And remember: Do try this at home. Or rather, try it at work!
ADORE BEAUTY: Don’t You Just ADORE These Marketing Results?
Adore Beauty, based in Australia, is a cosmetics retail brand that sells exclusively online.
During the height of the COVID pandemic lockdown, Miranda Bliss, Head of Loyalty and Retention for Adore Beauty, noticed a surge in new customers. Later on, when the brick-and-mortar stores began to reopen, Miranda wanted to be sure to prioritize customer retention. That’s why, with the help of Emarsys, Adore focused on driving adoption of their loyalty program and enhancing personalization.
According to Miranda, “The launch of the Emarsys loyalty add-on allowed us to deliver a loyalty program in a very timely and cost-effective way, while seamlessly integrating into each cross-channel engagement to enhance relevancy and personalization.”
Loyalty isn’t Adore’s sole focus, though. The marketing team uses a host of Emarsys capabilities, including lifecycle management and automation, look-alike-audiences, advocacy, Smart Insights, and much more. (To see the complete list, visit the Adore Beauty success story.) They’re maximizing the efficiency of their small marketing team by putting the Emarsys platform to work for them, extending their capabilities and scaling up their strategy.
Just as with practical science experiments, it’s wise to approach marketing with a trial-and-error mindset. Hear how Miranda stays agile and continuously improves operations:
“We’ve actually conducted [in] the last financial year over 188 A/B tests, which is pretty wild, and I guess many of them are around audience segmentation. So we really had to make sure that the message we were delivering was resonating with our customers. We also found that there [were] definitely some underperforming campaigns that we sort of created benchmarks for. And if they were missing that by quite a lot, we would either try and optimize them, and if they still weren’t performing, we’d look at removing or reiterating what they actually were. And I think a lot of it is around ensuring that there’s a lot of dynamic blocks, so we’re making sure that that content is really relevant to our customers as well.”
Miranda Bliss
Head of Loyalty and Retention, Adore Beauty
Conducting 188 A/B tests truly is pretty wild! However, these tests and the thoughtful approach to reviewing and optimizing campaigns should (one hopes) yield positive results… which is exactly what happened.
“[…] So from a results perspective, these are looking at our half one FY-22, or July to December in 2021. And what we’ve seen is a revenue two-year compounded annual growth rate of 47%. Our active customers are at 43%. 71% of revenue is from our returning customers. Our returning customers are actually up 56% compared to the previous year. We have a 5.5 times customer lifetime value over the customer acquisition cost, and 95% of our most valuable customers have already joined our loyalty program.”
Miranda Bliss
Head of Loyalty and Retention, Adore Beauty
Results Recap:
- 47% two-year compounded annual growth in revenue
- 43% active customers
- 71% of revenue from returning customers
- 56% increase in returning customers
- 5.5x customer lifetime value over customer acquisition cost
- 95% of most valuable customers are loyalty program members
BEAUTY PIE: How to Make Scaling Your Marketing as Easy as PIE
Across the world from Adore Beauty is another e-commerce beauty brand, Beauty Pie. Based in the UK, Beauty Pie uses a subscriber model for their high-quality beauty products, eliminating mark-up and passing on the savings to their members.
Because the brand uses a membership-based business model, retention is vital to the success of their business. The marketing team uses automated customer journeys to keep their members engaged, leaning heavily on segmentation to speak to different types of members in the most effective ways.
Hear what Chloe Pepper, Senior Email & CRM Manager for Beauty Pie, has to say about taking a data-driven approach to marketing:
“We’re still very much working like a start up. So a lot of change, having to adapt and really get to really achieve scalable growth. I think one of the benefits of working with Emarsys is the amount of data that’s being pushed in that can really help us personalize that customer journey based on the type of membership you’re buying. And really make sure that ‘right person, right message, right time’ marketing approach is achievable through data and segmentation.”
Chloe Pepper
Senior Email & CRM Manager, Beauty Pie
Personalization tokens are also a big part of the brand’s strategy. Using Emarsys, Beauty Pie is able to calculate individual member data to inform members about exactly how much money they’ve saved through their membership. Additionally, tokens come in handy for automatic notifications reminding them of their spending limit, while also including content personalized for them based on how much they have to spend. This targeted communication makes shopping convenient and highly rewarding for customers.
These are just a few of the tactics Beauty Pie is using — check out the complete customer success story for the full scoop.
Chloe has some advice for marketers who are looking to personalize their marketing: “Start small, and then you can really scale up as you see the benefits of personalization and the data-driven approach.”
And as for the results of these strategies, here’s what Chloe has to say:
“In terms of the overall
impact , I think the numbers speak for themselves. We’ve scaled our automations, we’ve scaled processes, and we are seeing benefits of taking that more automated approach to our communications. They deliver obviously a higher return on investment for us. So we’re really looking forward to scaling this further and working with Emarsys to develop our CRM roadmap going forward on what we can work on and rebuild upon in the next 6 to 12 months and beyond.”
Chloe Pepper
Senior Email & CRM Manager, Beauty Pie
Results Recap:
- 35% email revenue attribution
- 88% increase in revenue driven by automation YoY
- 32% increase in web traffic via email clicks YoY
INNOVASPORT: Going the Distance by Innovating Customer Loyalty
Innovasport is the leading retail brand for sporting goods in Mexico, and they’ve been partnering with Emarsys since 2013. So, in addition to sharing this story, we would love to wish a very happy 10-year anniversary to all our friends at Innovasport!
It’s uncommon to be able to celebrate such an anniversary in the tech industry, and most especially in the martech space. Here’s one of the key ingredients to this long-term relationship: both Emarsys and Innovasport continue to grow and innovate together.
Back in 2020, Innovasport reached a stage where they needed to make a change to meet their business goals. Specifically, they wanted a way to collect more first-party data from their customers, so that they could use that data to increase the personalization of their marketing campaigns. They decided to turn to Emarsys for the tools they needed for a new loyalty program, and in January of 2021 they launched their new program, Legends.
Just a couple months later, during our Retail Revival event in 2021, we heard from Danielle Ríos, Head of Loyalty for Innovasport, about how the loyalty program was already winning the race to success.
“Before Legends, my team used to communicate some promotions, and we used to get, well… because they used to send it to the general database. That was a couple of years ago. And they used to send these communication to all the users. They weren’t used to micro segment[s]. So they used to get, I don’t know, maybe 8% of open rate. And after we start targeting all this communications through Legends, we have achieved, I guess 35% open rate, 40% open rate, which is huge. […] We have right now 350,000 members in our database. Actually, in exactly two months, we have achieved 350,000 members.”
Danielle Ríos
Head of Loyalty, Innovasport
It’s all well and good to welcome early joiners for a brand-new program, but the results didn’t stop there. Danielle and her colleagues continued to build on the initial momentum, learning more data points about their customers and applying that to their communications. They’re delivering tailored customer engagements and continuing to drive sign-ups for the Legends program.
“I always say that loyalty is data. […] Right now, the success of the program, we are measuring it. Our Net Promoter Score has increased. Our advocates have increased. We have more brand ambassadors that are not influencers, but our customers, they are becoming ambassadors now. And we are watching that the consumer is creating the user-generated content. We’ve seen more of it lately. And of course, our indicators have been impacted in a huge way. Our purchase frequency, the consumer spend, also the year-over-year sales of each customer have increased. So it’s been great this first year. We’ve been operating for 18 months now, and we have 2.4 million members now in 18 months.”
Danielle Ríos
Head of Loyalty, Innovasport
Results Recap:
- +350,000 loyalty program members within 3 months of launch
- +2.4M loyalty program members within 18 months of launch
Final Thoughts: Putting the Customer First Results in Loyalty
The results are in! For every vertical bounce, the bouncy ball’s rebound continued to decrease in height. (We’re sure you were dying to know the result.)
Joking aside, the results of an automated, personalized omnichannel strategy are also in, and they are outstanding. Unlike the bouncy balls, marketers are able to gain momentum as they gather first-party data from customers, unify it in a central platform like Emarsys, and then use it to personalize their automated campaigns.
Customers thrive on tailored communications that speak to their unique needs and the state they’re at in the customer lifecycle. And businesses thrive when they’re able to retain customers and increase overall lifetime value.
The happy result for both is a solid, long-term relationship!
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