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“Our goal is to make used car parts the better choice for everyone — faster, cheaper, and more environmentally conscious,” shares Mindaugas Bolys, Senior Marketing Automation Manager at Ovoko. By digitizing the inventory of thousands of scrapyards across Europe, Ovoko makes it simple for customers to browse and purchase over 23 million parts online. Its platform not only reduces waste but also helps smaller scrapyards grow into international businesses.
But scaling a marketplace of this size came with challenges, particularly in reaching and retaining such a diverse audience. “We didn’t have a dedicated platform for email marketing, SMS, or automation,” Mindaugas explains. “Our marketing efforts were focused on SEO and online ads, but we needed a more direct way to engage with our customers.”
Finding the perfect fit with Omnisend
Ovoko’s search for a comprehensive marketing solution led it to Omnisend. The platform checked every box for its needs: advanced reporting, an intuitive drag-and-drop email editor, seamless omnichannel communication, and reliable customer support.
“We’re not a standard ecommerce business. As a marketplace with over 20 million unique products, we needed a platform that could handle our complexity,” Mindaugas recalls. Omnisend’s flexibility and automation capabilities proved to be the perfect fit.
Building trust with educational content
Unlike traditional ecommerce, Ovoko’s customers don’t make buying decisions impulsively. They purchase when they need a specific part, which means staying top of mind is crucial. To address this, Ovoko integrated educational content into its email strategy.
“We position ourselves as a reliable resource by sharing insights, tips, and solutions to common challenges faced by drivers,” says Mindaugas. “It’s about building trust and making sure we’re the first brand customers think of when their car needs repairs.”
The examples below show emails that start by sharing educational content — like tips to reduce fuel consumption or information about turbocharging — to engage the reader and provide value. This builds trust and positions the brand as an expert. Then, it seamlessly transitions into offering relevant products that align with the topic, making the product recommendations feel natural and helpful rather than purely sales-driven.
Ovoko newsletters
By delivering valuable content, Ovoko has nurtured customer relationships, paving the way for greater engagement with sales-focused campaigns.
The winning formula of automations and push notifications
Ovoko turned to Omnisend’s automation tools to create highly effective workflows. “Cart abandonment and product abandonment automations have been game-changers,” Mindaugas highlights. These workflows now generate 60% of Ovoko’s email marketing revenue.
Push notifications have also become a cornerstone of its strategy, contributing to 20% of overall revenue. “Push messages achieve twice the click-through rate of emails and allow us to reach customers instantly,” Mindaugas shares. “They’ve become an integral part of all our automations.”
The combination of email automation and push notifications ensures that Ovoko stays visible across multiple channels, creating a seamless customer experience. “It’s all about making sure our brand remains top of mind, whether customers are on their phones, tablets, or desktops,” Mindaugas explains.
The results of Ovoko’s partnership with Omnisend speak for themselves. Comparing 2023 to 2024, the company saw a 3.5x increase in the number of messages sent and a 1.9x growth in revenue. These achievements were driven by editorial content, push notifications, and the launch of product abandonment automation.
Engagement
“We’ve significantly reduced manual work,” Mindaugas notes. “Real-time segmentation and automation mean we can focus on strategy instead of repetitive tasks. And having all our communication tools in one platform has streamlined our workflow.”
Looking ahead
Ovoko has big plans for the future, including introducing SMS campaigns, launching stock update notifications, and exploring discount codes to drive even greater engagement. “We’re always looking for new ways to connect with our audience and improve their experience,” says Mindaugas.
When asked whether he’d recommend Omnisend to other businesses, Mindaugas doesn’t hesitate. “Omnisend is the perfect tool for businesses looking to optimize marketing automation, increase customer engagement, and drive conversions. It’s been a game-changer for us.”
