How segmentation in the mailing list of an online clothing store brings in up...

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How segmentation in the mailing list of an online clothing store brings in up to 280 thousand rubles from each letter
My name is Vladimir Andrienko, I am the CEO  of the email agency Handbox . In this case, I will tell you how we increased sales of an online store using manual segmentation of the subscriber base.



Our client is the online women's clothing store Velesmoda. As a rule, clothing stores' newsletters have the same news items: seasonal offers, new arrivals, promotions. It is difficult to attract subscribers' attention and stand out in this format. To increase sales, we implemented a more personalized approach and segmented the base - I will tell you more about this in this case.





What the client had before segmenting the database
The online store sent out mailings using full-time employees. They had 40 thousand subscribers, and the average open rate of mailings fluctuated around 10-15%. The client received 20-30 new orders from each letter.



Velesmoda wanted to conduct a more systematic mailing, test new hypotheses and monitor analytics - for this they turned to our agency





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What did they do?
We made a pop-up form on the store's website to collect contacts.  Previously, the subscriber was the one who placed the order. Now, a non-customer could become a subscriber and make the first order from the mailing list.





Pop-up on the site





We set up a welcome chain for new subscribers .  Previously, new subscribers received one letter thanking them for subscribing. We set up a welcome chain and in one of the first letters we offer a discount on the first order.





The first letter from the welcome chain



We implemented a triggered letter with an abandoned cart .  One of the coolest tools for online stores. This letter was sent to 35 thousand subscribers in three months. Of these, 120 closed the deal - not so bad for a letter that is set up in one week and then works autonomously.



Abandoned Cart Email Statistics: 37% of customers open it and 16% click on links



Added a size block to the email .  A regular mailing with a selection of products is sent to subscribers twice a week - on Mondays and Thursdays. Although the selection of clothes in the store is large, not all sizes of a specific model are available. It turns out that the subscriber clicked through from the email, but it turned out that the desired size virtual phone number service was not available - minus one potential sale for the store. Therefore, we made the mailing more targeted and added a size block to each email. Thus, when opening the email, the subscriber can click on the appropriate size. Upon clicking, the user is taken to the site, where products of the selected size are presented.



The size block was placed at the beginning of each newsletter letter.



After the mailing, we analyzed the click statistics and segmented the subscribers into two groups: small sizes from 40 to 52 and large sizes from 54 to 68. This is how we formed a new, more narrowly segmented base.



To get more relevant results, we update both segments every week. We count unique clicks, so even if a subscriber accidentally clicks on the wrong size, she already falls into a certain segment. If she chooses a different size a second time, the segment will be updated and the subscriber will receive the size she chose last.



Next, a selection of clothes of the appropriate size is created for the two segments and an additional mailing is launched on Saturdays with the subject “You may like” or “The best models for you”. It turns out that another more personalized letter is added to the main letters only for those who previously clicked on the size.