How We Increased Income from the Email Channel by +30% in the Pet Care Industry

Solution

As part of the project, we used a survey method to obtain detailed information about the brand's subscribers. This data allowed us to develop and launch personalized triggers to increase sales from the channel.

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Questionnaire

We developed a questionnaire and added it to the two promotional emails that were sent at weekly intervals. We offered a discount to make subscribers leave their data.

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After the first two weeks of promotional emails, the efficiency of filling in the questionnaire by active users showed increased significantly.

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In a while, we added a visual block with a questionnaire to all promo and triggered emails we sent to those subscribers who failed to fill in the questionnaire.

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Implementation of Personalized Triggers

To increase user loyalty to a brand, you should resonate with their immediate needs. The customized approach will ensure customer retention, expand your customer base, and drive sales from the channel.

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Since we’ve already segmented the subscriber base, the next step was to implement several personalized triggers.

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Pet's Birthday

The trigger marks the most personalized approach while it appeals to a pet’s name and date of birth. On the day of a pet’s birthday, the user receives a congratulatory email with the pet’s name. Depending on the pet type specified in the questionnaire, a banner with a cat, dog, etc. is pulled into the email.

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Depending on the pet type, the congratulatory email contains a banner with a cat, dog, or their shared photo, as well as the corresponding text. The pet's name is automatically added to the subject line and body of the email.

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Pet Food Purchase Reminder

The trigger is sent regularly, depending on the pet type and the weight of the product package.

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The trigger uses the following data:

• Type of pet
• Weight of the purchased food.

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Results

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Personalized triggers have shown better results compared to other triggers. On average, other triggers have shown 28% of the Open Rate (the percentage of opened emails), up to 10% of the click-to-rate (the percentage of conversions), and a transaction rate of about 15%.

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Filling in the questionnaire and setting up basic and personalized triggers helped us to gain greater outcomes: increase monthly revenue from the email channel by up to 30% and attain questionnaire completion by about 20% of active users.

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