Solution & Campaign
SaleCycle implemented a 2-cycle cart abandonment campaign for anonymous visitors, which triggered emails at optimum times. The 2-cycle timing of emails was tested against user behaviour data to ensure the highest engagement. The email campaign also included quick-links to ‘Stella Recommends’ which directed abandoners to other key pages on the site. All email campaigns were aligned with the current season visuals with options to view key collections to enrich the user journey and grow user engagement. SaleCycle’s Marketing Permission Service enabled Stella McCartney to geo-locate customers, and then trigger abandonment emails when the appropriate consent requirements for their location is met. There was already a successful cart abandonment retargeting campaign in place, which retargeted users that had abandoned a browsing session. This enabled Stella McCartney to engage new audiences that they weren’t previously reaching. In addition, reminder emails of items viewed allowed for the re-targeting of users who had abandoned the browsing session, helping the brand to expand their user base.
Results
Through the implementation of SaleCycle’s solutions, Stella McCartney successfully achieved their objectives set at the start of the campaign. SaleCycle’s Basket Abandonment emails to enable the brand to connect with their “hottest prospects” drove a 45% open rate and a 14% click-through rate. Additionally, the company experienced a 10% higher average order value during the campaign compared to direct sales. Meanwhile, the Browse Abandonment emails, meant to drive conversions with targeted offers, generated a 35% open rate with a 7.5% click through rate while the average order value increased by 40% compared to direct sales.
