Area of interest: Style, eCommerce as a service
The corporate
Omnicore acts as an eCommerce companion for adidas Ukraine. In 2021, the corporate launched the long-awaited official on-line retailer adidas.ua, and now, along with product assist, it offers efficiency advertising, content material administration, customer support, and success.
Firm’s e-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 in a different way. As soon as created, they work independently for a very long time. That is made doable by the intensive automation of ESP platforms.
Not like promotional newsletters, triggered mailings are linked to occasions associated to person information or actions on the location or in an e-mail. Their activity is to get consumers to take motion whereas they’re nonetheless sizzling. Whereas that pink jacket excites the creativeness, and the hint of these fantastic white sneakers nonetheless lingers within the reminiscence.
Why are triggers so attention-grabbing from a enterprise standpoint? As a extra customized and related kind of e-mail for the person, they carry extra earnings than promotional mailings. Prime quality triggers on a mission carry as much as 70% of the full earnings from the E-mail channel.
Along with industrial promoting triggers, some triggers are geared toward rising buyer loyalty to the corporate, in addition to managing negativity and bettering your personal service for purchasers. The corporate actively makes use of varied surveys for this objective.
The problem
The corporate has set the next targets:
The answer
To satisfy the set circumstances, the corporate selected AMP as the principle instrument for creating a brand new model of the survey e-mail. An e-mail marketing campaign was developed with two variations of emails: customary HTML e-mail and AMP with NPS survey.
This was achieved since 70% of adidas subscribers have e-mail purchasers that don’t assist AMP emails, and I needed to create 2 variations of emails.
Implementation course of
AMP e-mail
The corporate made up the AMP model of the survey utilizing the handy system of blocks in Stripo and inserted them into their e-mail. Stripo permits you to add a ready-made AMP block to an e-mail, and entrepreneurs solely must edit this block to match the type of the adidas mission.
The principle benefit of AMP is that it makes it doable to vote instantly from the e-mail with out clicking on hyperlinks to third-party companies. The person solely must click on on the reply within the e-mail, and the vote can be counted.
Here’s what the AMP model of the questionnaire seemed like.
(Supply: E-mail from adidas)
After the person opens the e-mail, they will fee and depart a remark within the enter discipline. After that, the person should click on on the button “Depart a assessment.” As soon as clicked, the next message will seem:
(Supply: E-mail from adidas)
HTML e-mail
The AMP know-how was developed in 2015 however nonetheless doesn’t work on all e-mail purchasers. The corporate created the HTML model so prospects whose browser doesn’t assist AMP know-how might vote.
Many e-mail companies are in no hurry to implement AMP as a result of new markup language and the excessive price of the know-how. However the development is obvious: AMP is the long run.
The HTML was created by the corporate within the e-mail builder utilizing the built-in instruments of the eSputnik platform.
This is what it seemed like.
(Supply: E-mail from adidas)
The size was made utilizing a individually animated image to draw consideration.
Entrepreneurs connected 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 score and remark, they should click on on the button, after which the following web page will seem.
Â
(Supply: E-mail from adidas)
The outcomes
The efficiency of the brand new AMR emails has exceeded all expectations and skyrocketed in comparison with customary HTML survey emails. The surveys had been carried out 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 fee is larger, maybe as a result of most customers do not have entry to AMP know-how. However on this case, the shape completion fee is extra necessary for the corporate, so our objective was to gather suggestions.
Conclusions for the e-mail marketing campaign
As you may see, AMP questionnaires work extra effectively than HTML variations. The principle indicator, survey completion, is far larger for purchasers receiving the AMP model of the survey.
This isn’t shocking as a result of voting instantly from the e-mail is far simpler and sooner for the person. Plus, creating an AMP is less complicated for an e-mail marketer. As a result of it’s sufficient to take a ready-made AMP block from the Stripo e-mail design platform. In the meantime, to conduct an HTML survey, you continue to must create extra net pages utilizing the developer’s assets. 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 enable you with this.
Create distinctive emails to succeed in nice success with Stripo
