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How Boden Increased Revenue by 2000% with Email Personalisation Improving click rate and revenue per email through contextual marketing
How Boden Increased Revenue by 2000% with Email Personalisation
Improving click rate and revenue per email through contextual marketing
Background
Boden has grown in leaps and bounds since the first range took shape on Johnnie’s kitchen table back in 1991.
In the early years Boden changed British perceptions of mail order shopping, meeting the needs of customers who wanted quality clothing for the whole family.
In the late 1990s Boden embraced e-commerce and then laid the foundations for an online business that is a growing global brand with sales of more than £270m and over 1,000 staff. Now selling direct with supporting catalogues in six countries and online in over 50 more, the company generates over 55% of sales outside the UK.
Inspired by the success of a print catalogue campaign, the Boden marketing team created an email reengagement campaign targeted at high-value customers who had no sales activity in the previous three months.
The campaign leveraged their customers’ purchase data to create unique stories that motivated them to continue their relationship with Boden.
Boden Email Marketing Manager, Lawrence Tatlock, shared the results of their campaign to reengage high value customers.
The campaign
The campaign focussed on the unique relationship a customer has with a brand, from their first to last purchase.
By using data collected during previous purchases, Boden was able to use Movable Ink’s personalisation technology to create 19,977 different stories for 19,977 customers.
Boden concluded the story with a selection of recommended products. Using Movable Ink’s web cropping technology, the product details were pulled from the Boden website into the email in real-time. If a product was unavailable at the time the email was opened, it would be replaced in the email by an alternative product.
The results
“We specifically targeted our most high-value customers who had gone quiet over the last few months. If we could get them to love us again, the campaign would be a success,” said Tatlock.
The campaign generated a 230% increase in click-through rate when compared to business-as-usual emails sent the same week. This resulted in a 2000% increase in revenue per email, with 1 in 10 customers going on to make a purchase.
“To be successful, personalisation can no longer be limited to the subject line. It needs to go much deeper than that. This campaign created a unique story for each customer using 7-8 touch points. Including product recommendations for our customers fuelled this campaign’s success,” said Tatlock.
Why Movable Ink?
Due to Boden’s strong brand identity, it is important that all new campaigns adhere to their look and feel. Movable Ink’s ability to merge images with personalised text in Boden’s font has resulted in great looking content that doesn’t sacrifice the brand’s image or require additional design resource.
Boden includes product recommendations in their emails by using Movable Ink’s web crop tool. The tool grabs live content straight from their website and places it in the email template. This feature reduces the time spent creating pictures and profiles when products are included in emails. In addition, if a product becomes unavailable on the website, it is replaced with an alternative in the email in real time, ensuring a good experience for customers whenever they choose to engage with the email.
Traditionally, A/B tests involved analysing retrospective data and applying the findings to future campaigns. Movable Ink’s real-time A/B
testing functionality allows Boden to test email templates against each other and switch to the best performing content while the campaign is still running – that way, every recipient receives the email with the winning creative.
“We chose Movable Ink as a technology supplier because of the vast range of tools available to us. Consumers’ expectations of email communications are forever advancing. Tools like Movable Ink allow us to create emails that come to life in the inbox!”
Founded in 2010, Movable Ink pioneered the application of contextual marketing to email. Movable Ink clients can use any email service provider to deliver dynamic content that changes, in real-time, according to the context of each individual customer. More than 250 innovative brands including The Wall Street Journal, eBay, Finish Line, and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The company is headquartered in New York City with an office in London.
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