Area of interest: Trend, eCommerce as a service.
The corporate
Omnicore acts as an eCommerce associate for Adidas Ukraine. In 2021, the corporate launched the long-awaited official on-line retailer adidas.ua, and now, along with product assist, it gives efficiency advertising and marketing, content material administration, customer support, and success.
Firm’s e-mail advertising and marketing technique
When it comes to retention advertising and marketing for Adidas, along with common promotional mailings, the corporate actively makes use of triggered emails.
Promotional mailings are often related to present reductions, seasonal gross sales, and holidays. Omnicore prepares them individually for every occasion.
Set off newsletters work otherwise. As soon as created, they work independently for a very long time. That is made potential by the in depth automation of ESP platforms.
Not like promotional newsletters, triggered emails are linked to occasions associated to consumer information or actions on the positioning or in an e-mail. Their job is to get consumers to take motion whereas they’re nonetheless sizzling. As an example, whereas that pink jacket excites the creativeness or the hint of these great white sneakers nonetheless lingers within the reminiscence.
Why are triggers so attention-grabbing from a enterprise viewpoint? As a extra personalised and related kind of content material for the consumer, they bring about extra earnings than promotional mailings. Excessive-quality triggers on a mission carry as much as 70% of the full earnings from the e-mail channel.
Along with business promoting triggers, some triggers are aimed toward growing buyer loyalty to the corporate, in addition to managing negativity and enhancing your personal service for patrons. The corporate actively makes use of numerous surveys for this goal.
The problem
The corporate has set the next targets:
The answer
To satisfy the set circumstances, the corporate selected AMP as the primary instrument for creating a brand new model of the survey e-mail. An e-mail marketing campaign was developed with two variations of emails: a regular HTML e-mail and an AMP e-mail with an NPS survey.
This was achieved since 70% of Adidas subscribers use e-mail shoppers that don’t assist AMP emails, so it was important 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 lets you add a ready-made AMP block to an e-mail, so entrepreneurs solely needed to edit this block to match the model of the Adidas mission.
The principle benefit of AMP is that it permits recipients to vote immediately from the e-mail with out clicking on hyperlinks to third-party providers. The consumer solely must click on on the reply within the e-mail, and the vote will likely be recorded.
Here’s what the AMP model of the questionnaire regarded like.
(Supply: E mail from Adidas)
After the consumer opens the e-mail, they’ll price and go away a remark within the enter subject. After that, the consumer 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 expertise was developed in 2015 but it surely nonetheless doesn’t work on all e-mail shoppers. The corporate created the HTML model so clients whose browser doesn’t assist AMP expertise might vote.
Many e-mail shoppers are in no hurry to implement AMP because of the new markup language and the excessive value of the expertise. However the development is obvious: AMP is the long run.
The HTML message was created by the corporate within the e-mail builder utilizing the built-in instruments of the eSputnik platform.
This is what it regarded like.
(Supply: E mail from Adidas)
The dimensions 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 kind. Customers are redirected to this web page once they click on on a picture or button.
(Supply: E mail from Adidas)
On this web page, customers can vote and their suggestions is recorded and saved in Stripo. After the consumer leaves a ranking and remark, they should click on on the button, and the next web page will seem.
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(Supply: E mail from Adidas)
The outcomes
The efficiency of the brand new AMP emails has exceeded all expectations in comparison with normal HTML survey emails. The surveys have been performed 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 price is greater, maybe as a result of most customers haven’t got entry to AMP expertise. However on this case, the shape completion price is extra vital for the corporate as the primary objective was to gather suggestions.
Conclusions for the e-mail marketing campaign
As you possibly can see, AMP questionnaires work extra effectively than HTML variations. The principle indicator, survey completion, is far greater for shoppers receiving the AMP model of the survey.
This isn’t stunning as a result of voting immediately from the e-mail is far simpler and quicker for the consumer. Plus, creating an AMP is simpler for an e-mail marketer as they’ll use a ready-made AMP block from the Stripo e-mail design platform. In the meantime, to conduct an HTML survey, it is nonetheless essential to create extra internet pages utilizing the developer’s sources. AMP is a promising expertise and is anticipated to develop much more sooner or later. Subsequently, the corporate plans to work with AMP additional. Within the close to future, Omnicore intends to conduct a survey to re-engage inactive customers.
This was simply one in every of many examples of how Stripo helps construct sensible emails and enhance actual enterprise metrics. You may attain the identical heights and we’ll assist you with this.
Create distinctive emails to achieve nice success with Stripo
