OFFER
In this edition of the Marketing Playbook, we spotlight Belle Fever, a personalized jewelry store, and their email marketing strategy aimed at engaging undecided shoppers.
This approach not only improved the shopping experience by offering Belle Fever’s customers additional assistance and incentives to make a purchase but also helped boost the brand’s conversion rates by a whopping 40% compared to their average email campaigns.
We’re going to show you the steps they took so you can adapt their playbook for your own brand.
Results
- Engagement: Belle Fever’s personalization-driven automation workflow achieved an open rate of over 52%, paired with an impressive reply rate of over 25%.
- Revenue increase: The strategy led to a significant revenue jump, with a conversion rate 40% higher than Belle Fever’s average email campaigns.
- Customer satisfaction: A notable rise in customer satisfaction scores was observed, underlining the campaign’s impact beyond mere metrics.
- Repeatability: Given its success, this strategy has become a cornerstone of Belle Fever’s marketing efforts, showcasing its effectiveness and scalability.
Engaging the undecided
Belle Fever’s strategy hinges on identifying potential buyers who are interested in Belle Fever’s offerings but have not yet committed to a purchase. These are customers who, over a short span, frequently view various products without adding them to their cart or completing the checkout process.
Understanding that this behavior often stems from a need for more information, uncertainty about product fit, or desire for a personalized recommendation, Belle Fever crafted a strategy that directly addresses these concerns.
It involves sending targeted emails that offer personalized assistance or incentives, such as detailed product information, answers to potential queries about the jewelry, or special offers that align with the products they showed interest in.
By employing behavioral targeting through Omnisend’s segmentation features, Belle Fever made their emails highly relevant and timed perfectly to capture the customer’s attention when their interest is piqued.
Playbook
To replicate Belle Fever’s successful strategy, follow these steps:
1. Identify your target segment
Create a segment focused on customers who have viewed your products multiple times in the past week but haven’t made a purchase.
For Belle Fever, customers entered the segment if they’ve viewed products at least six times in the last seven days and haven’t made at least one purchase.
2. Draft a personal email template
When writing the email, ask customers if they need any assistance with their order and reassure them that you’re always there to help with any questions they might have.
3. Automate the product abandonment email
Make sure it’s sent as soon as your customers enter the target segment to make the email relevant and thoughtful.
4. Personalize the communication
Use the customer’s first name and reference their behavior to underscore the personal touch. Belle Fever makes their emails feel special by writing them as if Sarah herself is reaching out and assuring them that indecision is common to other customers.
Sarah uses a friendly, first-person style and words that show she really understands how the customer might be feeling when trying to pick a design from over 300 unique options, making each message feel more like a note from a friend than a typical company email.
To personalize the products on offer, Belle Fever used Omnisend’s Product Recommender feature, which automatically recommends products to your customers.
5. Encourage direct replies
Make the process conversational by asking them to reply directly to the email.
To let customers start the conversation with a single click, Belle Fever included a call-to-action with a link to the brand’s live chat support in the personalized email.
6. Prepare for responses
Ensure your customer service team is ready to handle replies and process added requests smoothly.
After you implement this strategy, make sure to monitor the responses and adjust the timing or messaging as needed based on customer feedback and engagement metrics.
Expert tips
For a successful execution:
- Personalize. Make each email feel direct and personalized, signing off with a personal name.
- Segment accurately. Properly segment your audience for better results.
- Simplify your design. Keep the focus on the message with a simple email design.
- Listen and adapt. Use A/B testing for timing and messaging, and adjust based on customer feedback.
Who can use this strategy?
Belle Fever’s approach to engaging undecided customers via personalized email marketing is not just limited to the jewelry industry. Its principles can be adapted by a wide range of businesses aiming to boost their customer engagement and conversion rates.
Here are a few examples of businesses that might benefit from this strategy:
- Fashion retailers. Online clothing and accessories stores face similar challenges with customers who hesitate before making a purchase. Focusing on personalization and engagement can address common customer concerns like sizing or styling, guiding them toward making a purchase.
- Home decor merchants. Customers shopping for home decor or furniture often take their time making decisions, given the investment and the impact on their living space. Personalized follow-up emails that offer design advice, product recommendations, or special discounts on viewed items can help nudge those customers toward a sale.
- Tech sellers. Tech and electronics customers frequently research and compare products before buying. Tech merchants can target them based on their browsing behavior and offer them exclusive deals on products they’ve shown interest in.
About Belle Fever
Belle Fever stands out in the crowded jewelry market with its unique focus on personalized, custom-made pieces that capture life’s special moments.
As a trailblazing brand in the personalized jewelry space, Belle Fever is dedicated to turning customers’ stories and milestones into beautifully crafted keepsakes that last a lifetime.
What sets Belle Fever apart is its approach to customer interaction, particularly through email marketing. Their distinctive way of connecting through email reflects their broader mission to celebrate individual stories, foster lasting connections, and create unforgettable moments for their customers.
