Eason

We turned the email channel results around by implementing a mix of automation, segmentation, and targeting, as well as including recommendations in our strategy.

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Easons.com Success at a Glance

Using the Emarsys B2C Marketing Cloud, Easons.com turned their contact database into a stepping stone for better email engagement and automation, transforming the way contacts were treated from the moment they registered.

More intelligent email campaigns encouraged contact interactions, which allowed the company to automatically increase personalization with each step of the program. This ultimately boosted brand awareness, engagement, and ROI.

    •  +243%
    • Email revenue increase through engagement automation
    • +170%
    • Open rate increase from AI-driven personalization

THE CHALLENGE

Actionable Data

Easons.com needed to transform disparate, one-off interactions across online and offline sources into meaningful and actionable data. This would allow them to build relationships with their online customers in much the same way as their colleagues could in brick-and-mortar stores.

Personalized Content at Scale

The marketing team wanted to provide the same rich experience in email as they could on their website because generic and impersonal email blasts had proven harmful to their engagement rates. Creating more relevant and engaging content would also help bring dormant contacts back to the site.

Engaging Customers

The Easons.com subscription process generated high numbers of silent subscribers, where contacts would sign up for a newsletter, but then never open an email, or complete a purchase. The marketing team did not have enough information from the initial registration process to engage contacts in a way that would encourage them to return and turn into active customers.

THE SOLUTION

Enriched Data with Extended Reach

Using smart algorithms, Emarsys consolidated and captured all Easons.com data, which presented a single customer view with key engagement indicators that could be used across their entire marketing strategy.

AI-Driven Product Recommendations

With activity data captured and fed into the Emarsys recommendation engine, Easons.com could easily include widgets in campaigns that dynamically presented the most relevant product recommendations to each individual as he or she opened the email.

Effortless Customer Journeys

Subscriptions were transformed from single transactions into automated programs, with content and incentives designed to encourage email engagement and create meaningful customer journeys.

THE RESULTS

With the content management capabilities of the Emarsys B2C Marketing Cloud, the newsletter registration process boosted conversions and significantly improved the performance of their email channel.

  • +66% increase in email channel revenue contribution
  • +154% increase in website traffic from email recipients
  • +10.50% email revenue generated by “Welcome Program” recipients