Fashion and homeware retailer Cabbages & Roses worked with dotmailer to launch a comprehensive email strategy
At the beginning of 2013 Cabbages and Roses spun out of the Jigsaw retail group, and became a private company. The brand needed a major effort to keep customers aware of the change, and let them know how to continue buying its products. While previously having a wide retail footprint yet retaining its customer base, the organisation headcount was substantially reduced, requiring a large amount of their marketing communication programme to be automated.
At the time Cabbages & Roses were working with dotmailer’s sister company who had built the entire website using Magento as the brief had been to develop an effective ecommerce site that would provide scalability and operational flexibility.
They recommended the brand should consider dotmailer, given its easy click and drag design interface, powerful analytics and the ability to set up automated/triggered programmes.
The company’s customer base was predominantly women aged over 30 of high net worth. One of the first tasks was to implement a programme that captured customer email addresses and opt-ins for email communication.
The Magento platform holds details on which purchases customers have made online, as well as their contact details, but this was a separate database from those who have signed up to the web, for example when purchasing in store. A key strategy was therefore to integrate Magento data into dotmailer.
The link between Magento and dotmailer also opened up the opportunity for Cabbages & Roses to use triggered messaging to deepen customer interaction.
By integrating the data from Magento into dotmailer, Cabbages & Roses have been able to draw across customer information into dotmailer, and segment it. This has meant that the brand can be exceptionally targeted in its communications. For example, empowering the brand to write specifically to everyone who has purchased, but aren’t subscribed, inviting them to sign up to newsletters and special offers.
The brand then built in a pop up on the site’s homepage that invited visitors to sign up for offers and news.
During the second half of 2013 the brand also implemented the abandoned basket facility which allowed communication with customers who failed to complete their purchases. Once a basket has been abandoned, the visitor gets sent an email towards the end of the same day. If that doesn’t work, they get another one after 24 hours, then a third a week after abandoning the basket.
The initial integration helped the company build up a regular subscriber list. Within four months, the site’s pop-up functionality produced a 30 per cent boost to the brand’s mailing list, building over 13,000 subscribers. By the end of the year the brand had built a list of over 13,500 names of people interested in being kept informed about their new products, special offers and fashion news.
The abandoned basket programme was equally effective. The first mail produced an average conversion rate of 19 per cent, the second producing 6 per cent, with the third generating an average 13 per cent. Overall the brand was rescuing almost half of the sales they would otherwise lose.
With an average open rate sitting at over 30 per cent and a 38 per cent conversion rate from triggered emails from abandoned baskets, and a bounce and unsubscribe rate both sitting below a fraction of 1 per cent, Cabbages and Roses are looking towards the future with dotmailer.