The company’s CRM system was underutilized at the start of the project, and its email marketing campaigns lacked segmentation. We implemented a robust customer relationship management (CRM) strategy by integrating customer data into a centralized platform, enabling us to track user behavior, purchase history, and engagement.
To increase email engagement, we segmented the customer base into four distinct groups:
- First-time buyers
- Frequent shoppers (purchased 3+ times in the last six months)
- Inactive customers (no purchase in over 6 months)
- Abandoned cart users
For each segment, we developed tailored email campaigns. First-time buyers received welcome offers and educational content on energy-saving benefits of LED lamps. Frequent shoppers were rewarded with loyalty discounts and early access to new products. Inactive customers were targeted with reactivation campaigns, offering time-sensitive discounts, which achieved a reactivation rate of 12.7%.
By personalizing emails based on customer behavior, we saw an open rate increase from 19.2% to 27.8% and a click-through rate jump from 3.4% to 7.6%. The conversion rate from email campaigns surged to 2.9%, generating an additional $3,200 in revenue per month by February 2024. Moreover, abandoned cart emails, sent within 24 hours, had a recovery rate of 16.3%, leading to a $1,500 increase in recovered revenue every month.