How to engage your mailing subscribers to visit your website? What’s the optimal mailing frequency? How to increase your conversion rates with email marketing? These questions are frequently asked by marketers that are engaged in email marketing beauty industry. The situation gets even more challenging when it comes to the subscribers of a well-known beauty brand and marketing for beauty industry. In this material, we share the email marketing case study of AVON Kazakhstan. Learn how optimization of email campaigns helped a cosmetics giant to make the most of the email marketing channel.
AVON is one of the largest direct selling cosmetics companies in the world with a 130-year history and a turnover of $5.571 billion in 2018.
We analyzed the latest emails sent by the company and identified potential growth points.
Previously, the frequency was 3+ emails per week. To maintain engagement and reduce exodus of the contact base, we decided to reduce the number to 1 email per week and developed a new content email strategy.
As a result, AVON subscribers started to receive only three promotional emails with different content types while each new catalog was valid:
After analyzing the brand’s email campaigns using the click map, we found out that most of the time, subscribers visited the website after clicking on the first block, without scrolling to the end.
This means that they had time to get acquainted with only a few new products, missing information about other exclusive offers from AVON.
To achieve the maximum coverage of subscribers with each new campaign, we have added a block with a preview of the current catalogue to all promotional mailings.
We continue to develop marketing for beauty industry and test hypotheses to get the most positive response from the audience: not only in terms of activity, but also in favor of the commercial component.
You may also like
Choose quality and trusted services to improve the presence of your company on the Internet, and feel free to contact our UK team if you have any questions.
Email preprocessors are tools that allow you to automatically integrate pre-prepared data into email content.
Promodo SEO experts prepared a bunch of the finest tips for you to know how to get leads as a travel agent.
We at Promodo are ready to help you improve your performance across all digital marketing channels.Get started