RedEye explain how they partnered with jeweller John Greed to implement an email remarketing programme.
John Greed had previously used abandonment triggers to improve conversion on its online jewellery site. Already a firm believer in the value email can create, John Greed sought to maximise the impact its abandonment emails had on engagement levels by making them as relevant as possible to the user.
RedEye helped John Greed introduce dynamic content into a multi-triggered abandonment programme.The programme consists of three separate types of emails; basket abandonment, checkout abandonment and abandonment follow-up. All emails contain dynamic content relating to whatever product the user has abandoned.
The dynamic content details up to four abandoned products. A clear description along with the price, quantity, size and image of each product are clearly displayed within the email. Links back to the user’s abandoned basket also feature in the emails, enabling the user to complete the purchase from where they left the process.
The basket abandonment email is triggered four hours after the user abandons basket and the checkout abandonment email is triggered with 24 hours of the user abandoning the checkout process. If the user does not open their respective abandonment email then they will receive an abandonment follow-up email three days later.
The multi-triggered follow up programme enabled John Greed to capture users at different stages of abandonment, widening the number of users they could target.
Through introducing dynamic content into the multi-triggered abandonment programme, John Greed increased last click sales resulting from the initial abandonment emails by 40 per cent. Within seven months of implementation, the programme achieved an average open rate of 52 per cent and an average CTR of 33 per cent.
The basket abandonment email converted 32 per cent of basket abandoners into customers; 14 per cent of these customers purchased directly from the email.
The checkout abandonment email converted 27.3 per cent of checkout abandoners into customers; 12 per cent of these customers purchased directly from the email.John Greed achieved an ROI of 1150 per cent across the entire multi-triggered abandonment programme.
“At John Greed, we have been blown away by the amazing results RedEye has helped us achieve. Dynamic content has had a profound effect on the number of sales we gain through targeting users who abandon our site before making a purchase. A lot of our competitors have begun using dynamic content now and RedEye realised that we needed to make our service unique. Through RedEye’s unmatched technology we have been able to place the user at any stage of the shopping process, allowing them to use other features on our site, yet still retain the essence of the abandonment programme with their abandoned basket all present and correct. We are just excited to find out what else they can do, watch this space!” Joseph Stoney, Marketing Manager, John Greed