Communicator tell us about the sophisticated email marketing campaign they implemented for knitwear brand John Smedley
John Smedley required assistance to develop their email communications and wider digital offering. With a primary focus on promotional and transactional emails and an aim to enhance their eCommerce offering, the John Smedley team recognised a need for a varying range of communications to individually target their different customer types. John Smedley identified a key audience as ‘basket abandoners’; those website visitors who’ve left the site part-way through a purchase.
Strategy and Execution
John Smedley implemented Communicator’s sales recovery solution and were able to set up a series of basket abandonment emails, with an aim to retarget those visitors who’d left the ecommerce website without completing their purchase. The various emails work in one cycle, re-targeting abandoners with the products they like and recouping this ‘lost’ revenue. All campaigns are monitored in real-time, using Communicator conversion tracking, analytics and engagement groups modules.
After the initial success of using this solution with their eCommerce site customers, the John Smedley have rolled out the emails across their other ventures. This is carried out and tracked within Communicator, with a range of data capture forms so they’re able to grow their database organically.
Targeted welcome, re-engagement and promotional campaigns, as well as the sales recovery strategy ensures John Smedley operates a sophisticated overall email programme. This is responsive to the customer lifecycle and creates a consistent, engaging customer journey.
The John Smedley team directly attribute 37 per cent of all online revenue and 54 per cent of Outlet revenue to the email communications sent out from Communicator. This equates to more than £100,000 per year and sees the brand earn unique click rates of up to 30 per cent, significantly higher than the 4.02 per cent average for the Consumer & Retail sector (Communicator Benchmark Report, H1 2013).
What the client says
“Communicator has fully supported our online growth. The technology we use has seen continued development over the time we’ve worked with the team, such as social media integration enabling John Smedley to maintain a competitive edge in the field of email marketing.”