Increased email conversion driven by data and thorough testing

Klædeskabet had already dedicated considerable resources to optimising their email flows and achieved impressive results with the basic flows. Their existing setup was working well and generating high revenue, but Klædeskabet is always looking for new opportunities to maintain their success and growth.

With a desire to explore new possibilities and further optimise their email automation, Klædeskabet faced the need for innovative approaches. This led them to seek our expertise in identifying creative methods to boost their growth via email flows.

WeMarket’s approach is to develop our strategies by constantly leveraging solid experience and comprehensive testing of email flows to achieve outstanding results. Our tests include adjusting subject lines, calls to action, levels of personalisation, segmentation and data utilisation. By consistently running new tests, we ensure continuous improvement in conversion rates, order values, and the specific goals for each email flow.

Continuous improvement of existing flows

WeMarket has set up new and automated email flows for Klædeskabet, delivering relevant content at exactly the right points in the customer journey. With our newly implemented email flows, we utilise even more data than before. For example, information about the customer’s previously purchased clothing sizes has always been available, but we have now taken the step to store this information in the customer’s profile. This allows us to tailor flows even more precisely and deliver the most relevant products to each individual customer. The various email flows are carefully targeted and personalised for each customer by taking their previous interactions and behaviour into account.

Marketing Automation is key to reaching the right customers with the right messages at exactly the right times. By using data to precisely tailor Klædeskabet’s communications, they significantly increase the relevance of the emails sent to customers. This improved relevance leads to much higher conversion rates, ultimately resulting in increased webshop sales.

Impressive results and effective flows

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

Before and after prices in Abandoned Cart
We implemented the option to display previous and current prices on products in the Abandoned Cart. This resulted in a remarkable revenue increase of 20,000 DKK in just one month compared to the version where higher and previous prices were not visible. It is worth noting that this result was achieved with just one of six emails in the flow. Furthermore, the associated conversion rate saw a significant increase of 53%.

Collecting customer clothing sizes
We began gathering information about customers’ clothing sizes based on their previous purchases and by tracking their clicks in emails. This data was used to create an automated flow that, every 20 days, sends current and available products based on the customer’s size. Each customer sees different products tailored to their preferences. For example, a woman who loves dresses will see dresses in her size, while a woman who prefers jeans will be shown jeans in the right size. The flow also includes discounted end-of-line items in the customer’s size to remain relevant and reduce surplus stock without large markdowns. By using data, we are able to minimise one of the barriers customers often face when shopping end-of-line stock – namely, the inconvenience of sifting through a pile of clothes where the sizes are often not suitable.

Back In Stock
We gave customers the opportunity to sign up and receive a notification when an item is available in their size. This flow differs from the standard by adjusting to the expected restocking time. If an item – such as Klædeskabet’s own brand “Marta du chateau” – is expected back in stock quickly, we encourage customers to wait. If the product will take longer, we present alternative products, provided the customer has of course opted into marketing communications.

Ongoing development and big ambitions

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

The collaboration with Klædeskabet has only just begun – and it is also important to understand that email marketing is a continuous process which can always be fine-tuned and optimised to ensure results remain at the highest level.