83.3% — growth of orders from email newsletters one month after CRM marketing optimization: gw-tools case
Posted: Thu Dec 26, 2024 4:19 am
How an official dealer of two competing brands builds CRM marketing for a common customer base
21.08.2024 ⏱ 13 minutes
Case gw-tools
gw-tools is an official dealer of battery-powered garden equipment and tools of the Greenworks and Worx brands. The company has two online stores, an offline store and a common customer base.
Before RetailCRM, gw-tools kept track of orders, customers and business processes of two online stores manually. This took a lot of time, and data on orders and customers could easily be lost.
The company connected RetailCRM, merged two online stores, set up order processing, connected email marketing and a loyalty program.
Official gw-tools store
The results in terms of open rates and clicks were good, but over time the letters started bringing fewer orders. There was no segmentation, the base was burned out with mass mailings.
gw-tools realized that a more sophisticated CRM marketing was needed. For this, they turned to Radis — a professional RetailCRM integrator.
How Segmenting Your Customer Base Can Boost Sales
The company conducted a marketing and technical audit of the business and developed a CRM marketing strategy. The main goals were as follows:
increase customer base loyalty;
increase the number of orders, the frequency of orders from customers and the average bill;
reduce communication costs.
Increase sales, loyalty and customer LTV on autopilot
Statistics of mailings in RetailCRM
The statistics of the letters with each mailing became worse: the open rate, clicks and orders fell
The entire implementation process was divided into several steps. Here's what we did:
We segmented clients and re-assembled email newsletters.
We have reworked transactional and marketing communications.
We set up a loyalty program and reviewed communications.
Added the ability to collect feedback from customers.
Head of CRM at Radis Violetta Danilchik tells us what came out of it.
Step 1. Segmented customers and re-collected email newsletters
Step 2. Reworked transactional and marketing communications
Step 3. Set up a loyalty program and reviewed communications
Step 4. Added the ability to collect feedback from customers
“We moved abandoned carts from CarrotQuest to RetailCRM and didn’t regret it”
“Our joint project is two months old, but the results are already impressive”
Step 1. Segmented customers and reassembled email newsletters
For each store, Radis segmented the customer base and built communication chains with customers at each stage of the sales funnel.
Segmentation was done by the customer's life cycle and the nature of purchases.
Segmentation by customer life cycle. Customers were divided into several segments:
potential;
new;
constant;
loyal
How an online store can make the most of its customer base
loyalty funnel
A new client in gw-tools is considered to be one who has made at least one purchase. If a client makes two or more purchases, he becomes a regular. Ten or more - he moves into the loyal group
For each segment, we worked out a chain of communications. For example, when a client registers on the store's website, two different welcome chains are launched - for new and potential buyers.
If the client has made the first order, he receives one letter; if he has only signed up, left data or registered, but has not made an order - he receives another letter.
What is a welcome chain and why does a business need it?
This is the letter that new customers receive. In it, the store tells about the assortment and advantages of the brand
This is the letter that new customers receive. In it, the store tells about the assortment and advantages of the brand
For potential clients, Radis has developed and configured a subscription form on the websites. For subscribing to the newsletter, the store gives 500 rubles, which can be spent on the first purchase.
7 Ways to Build a Database for Email Newsletters
Subscription form for the newsletter
The subscription form was developed for two sites at once, which differ only in color. Greenworks has a green one, Worx has an orange one. The conditions were made the same - the client gets 500 rubles for subscribing to the newsletters. You can use the bonuses right away
Segmentation by customer purchases. The base was divided into three segments: "Gardeners", "Masters", "DIY". For example, the "Gardeners" segment included owners of houses and summer cottages who buy gardening equipment, tools and large-sized equipment for work on the site.
Segmented mailings help gw-tools not to burn out the database with mass mailings
Segmented mailings help gw-tools not to burn out the database with mass mailings
"When working with each segment, our main goal was to maximize the customer's user experience, develop purchases within the categories that are interesting to them. For example, when segmenting the base, we made the assumption that "gardeners" are passionate about working in their gardens, garages, and the construction process. Customers who bought lawn mowers receive a letter with similar products - for example, a trimmer and an aerator.
Segmenting customers allowed us to build clearer communication, to jordan phone numbers make it targeted. Do not tell about new gardening equipment to those customers who, for example, only buy battery-powered tools for construction work in the store"
Violetta Danylchyk
Violetta Danylchyk
Head of CRM Marketing at Radis
For all customer segments, Radis developed about 20 personalized mechanics for two online stores. They were implemented through the "Rules" functionality in RetailCRM.
How to work with "Rules" in RetailCRM
Try it for free14 days ★test period
Step 2: Reworked transactional and marketing communications
The company conducts basic marketing and transactional communications via email newsletters and WhatsApp messages. For example, when a customer pays for an order, they will receive a notification by email; if the delivery date changes or the courier can arrive earlier, the buyer will be notified immediately.
21.08.2024 ⏱ 13 minutes
Case gw-tools
gw-tools is an official dealer of battery-powered garden equipment and tools of the Greenworks and Worx brands. The company has two online stores, an offline store and a common customer base.
Before RetailCRM, gw-tools kept track of orders, customers and business processes of two online stores manually. This took a lot of time, and data on orders and customers could easily be lost.
The company connected RetailCRM, merged two online stores, set up order processing, connected email marketing and a loyalty program.
Official gw-tools store
The results in terms of open rates and clicks were good, but over time the letters started bringing fewer orders. There was no segmentation, the base was burned out with mass mailings.
gw-tools realized that a more sophisticated CRM marketing was needed. For this, they turned to Radis — a professional RetailCRM integrator.
How Segmenting Your Customer Base Can Boost Sales
The company conducted a marketing and technical audit of the business and developed a CRM marketing strategy. The main goals were as follows:
increase customer base loyalty;
increase the number of orders, the frequency of orders from customers and the average bill;
reduce communication costs.
Increase sales, loyalty and customer LTV on autopilot
Statistics of mailings in RetailCRM
The statistics of the letters with each mailing became worse: the open rate, clicks and orders fell
The entire implementation process was divided into several steps. Here's what we did:
We segmented clients and re-assembled email newsletters.
We have reworked transactional and marketing communications.
We set up a loyalty program and reviewed communications.
Added the ability to collect feedback from customers.
Head of CRM at Radis Violetta Danilchik tells us what came out of it.
Step 1. Segmented customers and re-collected email newsletters
Step 2. Reworked transactional and marketing communications
Step 3. Set up a loyalty program and reviewed communications
Step 4. Added the ability to collect feedback from customers
“We moved abandoned carts from CarrotQuest to RetailCRM and didn’t regret it”
“Our joint project is two months old, but the results are already impressive”
Step 1. Segmented customers and reassembled email newsletters
For each store, Radis segmented the customer base and built communication chains with customers at each stage of the sales funnel.
Segmentation was done by the customer's life cycle and the nature of purchases.
Segmentation by customer life cycle. Customers were divided into several segments:
potential;
new;
constant;
loyal
How an online store can make the most of its customer base
loyalty funnel
A new client in gw-tools is considered to be one who has made at least one purchase. If a client makes two or more purchases, he becomes a regular. Ten or more - he moves into the loyal group
For each segment, we worked out a chain of communications. For example, when a client registers on the store's website, two different welcome chains are launched - for new and potential buyers.
If the client has made the first order, he receives one letter; if he has only signed up, left data or registered, but has not made an order - he receives another letter.
What is a welcome chain and why does a business need it?
This is the letter that new customers receive. In it, the store tells about the assortment and advantages of the brand
This is the letter that new customers receive. In it, the store tells about the assortment and advantages of the brand
For potential clients, Radis has developed and configured a subscription form on the websites. For subscribing to the newsletter, the store gives 500 rubles, which can be spent on the first purchase.
7 Ways to Build a Database for Email Newsletters
Subscription form for the newsletter
The subscription form was developed for two sites at once, which differ only in color. Greenworks has a green one, Worx has an orange one. The conditions were made the same - the client gets 500 rubles for subscribing to the newsletters. You can use the bonuses right away
Segmentation by customer purchases. The base was divided into three segments: "Gardeners", "Masters", "DIY". For example, the "Gardeners" segment included owners of houses and summer cottages who buy gardening equipment, tools and large-sized equipment for work on the site.
Segmented mailings help gw-tools not to burn out the database with mass mailings
Segmented mailings help gw-tools not to burn out the database with mass mailings
"When working with each segment, our main goal was to maximize the customer's user experience, develop purchases within the categories that are interesting to them. For example, when segmenting the base, we made the assumption that "gardeners" are passionate about working in their gardens, garages, and the construction process. Customers who bought lawn mowers receive a letter with similar products - for example, a trimmer and an aerator.
Segmenting customers allowed us to build clearer communication, to jordan phone numbers make it targeted. Do not tell about new gardening equipment to those customers who, for example, only buy battery-powered tools for construction work in the store"
Violetta Danylchyk
Violetta Danylchyk
Head of CRM Marketing at Radis
For all customer segments, Radis developed about 20 personalized mechanics for two online stores. They were implemented through the "Rules" functionality in RetailCRM.
How to work with "Rules" in RetailCRM
Try it for free14 days ★test period
Step 2: Reworked transactional and marketing communications
The company conducts basic marketing and transactional communications via email newsletters and WhatsApp messages. For example, when a customer pays for an order, they will receive a notification by email; if the delivery date changes or the courier can arrive earlier, the buyer will be notified immediately.