Zalando-Lounge
Zalando-Lounge increases email sending speed, doubles the size of the database and grows conversion rates thanks to emarsys Broadcast
Highlights
- Sending speed increased by 500%
- Data import time reduced by 90%
- Number of registered users doubled
- Double digit increase of conversion rate
- 99% inbox deliverability
We are really happy with our choice of emarsys as our emailmarketing provider. Through our collaboration with emarsys,we have achieved a double-digit increase of conversion ratesfor our daily newsletter. We are also really impressed by theexcellent service of the emarsys support team who werealways available to assist us, even at weekends and afteroffi ce hours, and provided competent advice on whateverchallenges came our way
Martin Rost, Chief Marketing Officer, Zalando-Lounge
Customer Profile
Zalando is one of Europe’s biggest online shops for shoes, clothes and bags byinternationally renowned brands. Zalando-Lounge also provides its customerswith the opportunity to buy exclusive brand-name products at favourable prices;registered members are offered low-priced trendy luxury goods in time-limitedsales campaigns.
Challenges
High number of complex user dates
Every day, Zalando-Lounge sends individually adapted newsletters to its customers. Depending on the user profile, these contain different product offers:
- - Most recent offers
- - Coming offers
- - Night sale offers
This requires an enormous amount of productand user dates (up to 400 personalizations perrecipient), which, in the past, led to time-critical import delays.
Slow import and sending speed
More than 1.2 million customers have subscribedto the daily Zalando-Lounge Newsletter. This volume caused considerable delays for data import and newsletter sending.
Definition of exact sending time
In email marketing, success can be maximizedif the exact sending time of a campaign can be defined. With their former provider, Zalando-Lounge had no warranty that emails would bedelivered within the desired time frame. This had a negative impact on open rates, click ratesand sales figures; if high open rates cannot be guaranteed, neither can purchases.
Solution
In order to solve their newsletter sending issues, Zalando-Lounge decided to switch to emarsys Broadcast.
With emarsys Broadcast, data import time was reduced by 90 percent. Additionally, the actual sending speed is now 1.2 million emails per hour,i.e. five times higher than it used to be. Each of these 1.2 million emails isextremely complex, as it contains up to 400 personalizations and up to60 individually adapted data fields. emarsys Broadcast offers unlimited possibilities for personalizing and individualising emails; for each customer, individual images and links can be used. Thus the product offers in the newsletter are adapted to fit exactly to the individual customer profile at hand, and this, in turn, helps to increase sales.
emarsys Broadcast guarantees that emails are always sent exactly at the defined time. This, in combination with the opportunity to tailor offers tothe individual customer, has Zalando-Lounge benefi t from significantly higher sales figures. The number of registered users has doubled.
Another advantage is that a faster import allows for a quicker reaction to human errors. If, for whatever reason, the data import fails, all responsible parties are automatically informed and are thus given sufficient time to intervene. Prior to switching to emarsys Broadcast this was not possible, since the data import took several hours and thus prevented a timely reaction; as a consequence, there were massive delays in sending. With the help of emarsys, Zalando-Lounge significantly improved its performance in terms of both stability and quality assurance.
Results
- Sending speed increased by 500 percent.
- Data import requires 90 percent less time.
- Number of registered users has doubled
- Double-digit increase of the conversion rate.
- Inbox deliverability of 99 percent and more.
