Area of interest: Style, eCommerce as a service
The corporate
Omnicore acts as an eCommerce associate for adidas Ukraine. In 2021, the corporate launched the long-awaited official on-line retailer adidas.ua, and now, along with product help, it supplies efficiency advertising, content material administration, customer support, and success.
Firm’s electronic mail advertising technique
When it comes to retention advertising for adidas, along with common promotional mailings, the corporate actively makes use of triggered mailings.
Promotional mailings are normally related to present reductions, seasonal gross sales, and holidays. Omnicore prepares them individually for every occasion.
Set off newsletters work otherwise. As soon as created, they work independently for a very long time. That is made attainable by the in depth automation of ESP platforms.
In contrast to promotional newsletters, triggered mailings are linked to occasions associated to person knowledge or actions on the location or in an electronic mail. Their process is to get consumers to take motion whereas they’re nonetheless sizzling. Whereas that pink jacket excites the creativeness, and the hint of these great white sneakers nonetheless lingers within the reminiscence.
Why are triggers so attention-grabbing from a enterprise standpoint? As a extra personalised and related sort of electronic mail for the person, they bring about extra earnings than promotional mailings. Prime quality triggers on a challenge deliver as much as 70% of the overall earnings from the E-mail channel.
Along with industrial promoting triggers, some triggers are aimed toward rising buyer loyalty to the corporate, in addition to managing negativity and enhancing your personal service for purchasers. The corporate actively makes use of varied surveys for this objective.
The problem
The corporate has set the next objectives:
The answer
To satisfy the set situations, the corporate selected AMP as the primary device for creating a brand new model of the survey electronic mail. An electronic mail marketing campaign was developed with two variations of emails: normal HTML electronic mail and AMP with NPS survey.
This was carried out since 70% of adidas subscribers have electronic mail purchasers that don’t help AMP emails, and I needed to create 2 variations of emails.
Implementation course of
AMP electronic mail
The corporate made up the AMP model of the survey utilizing the handy system of blocks in Stripo and inserted them into their electronic mail. Stripo permits you to add a ready-made AMP block to an electronic mail, and entrepreneurs solely must edit this block to match the model of the adidas challenge.
The primary benefit of AMP is that it makes it attainable to vote straight from the e-mail with out clicking on hyperlinks to third-party companies. The person solely must click on on the reply within the electronic mail, and the vote can be counted.
Here’s what the AMP model of the questionnaire appeared like.
(Supply: E-mail from adidas)
After the person opens the e-mail, they will price and go away a remark within the enter area. After that, the person should click on on the button “Depart a evaluation.” As soon as clicked, the next message will seem:
(Supply: E-mail from adidas)
HTML electronic mail
The AMP know-how was developed in 2015 however nonetheless doesn’t work on all electronic mail purchasers. The corporate created the HTML model so prospects whose browser doesn’t help AMP know-how may vote.
Many electronic mail companies are in no hurry to implement AMP because of the new markup language and the excessive price of the know-how. However the pattern is obvious: AMP is the longer term.
The HTML was created by the corporate within the electronic mail builder utilizing the built-in instruments of the eSputnik platform.
This is what it appeared like.
(Supply: E-mail from adidas)
The dimensions was made utilizing a individually animated image to draw consideration.
Entrepreneurs hooked up a hyperlink to the image and a button to a specifically designed web page with a survey type. Customers are redirected to a particular web page once they click on on a picture or button.
(Supply: E-mail from adidas)
On this web page, customers can vote, and the response is recorded and saved in Stripo. After the person leaves a ranking and remark, they should click on on the button, after which the following web page will seem.
(Supply: E-mail from adidas)
The outcomes
The efficiency of the brand new AMR emails has exceeded all expectations and skyrocketed in comparison with normal HTML survey emails. The surveys had been performed over three months: June, July, and August.
June
AMP questionnaire
HTML questionnaire
July
AMP questionnaire
HTML questionnaire
August
AMP questionnaire
HTML questionnaire
HTML’s open price is larger, maybe as a result of most customers do not have entry to AMP know-how. However on this case, the shape completion price is extra necessary for the corporate, so our purpose was to gather suggestions.
Conclusions for the e-mail marketing campaign
As you may see, AMP questionnaires work extra effectively than HTML variations. The primary indicator, survey completion, is far larger for purchasers receiving the AMP model of the survey.
This isn’t stunning as a result of voting straight from the e-mail is far simpler and quicker for the person. Plus, creating an AMP is less complicated for an electronic mail marketer. As a result of it’s sufficient to take a ready-made AMP block from the Stripo electronic mail design platform. In the meantime, to conduct an HTML survey, you continue to must create further net pages utilizing the developer’s sources. AMP is a promising know-how whose use will solely develop. Due to this fact, the corporate plans to work with AMP additional. Within the close to future, Omnicore plans to conduct a survey to reactivate inactive customers.
This was simply one in all many examples of how Stripo helps construct good emails and enhance actual enterprise metrics. And you may attain the identical heights and we’ll allow you to with this.
Create distinctive emails to achieve nice success with Stripo
