Recognizing the need for better customer relationship management, we implemented a CRM system in November 2023, integrated with the store's existing e-commerce platform. This allowed for a more personalized approach to customer engagement, which was critical in boosting retention and reducing cart abandonment.
CRM Setup and Data Migration: We migrated the store's customer data, including purchase history, browsing behavior, and email interactions, into the new CRM system. This involved cleaning and categorizing 58,000 customer records to ensure accurate segmentation.
Segmentation and Automation: Using the CRM's capabilities, we segmented customers into 12 distinct categories based on factors such as purchase frequency, average order value, and product preferences. We then set up automated email workflows tailored to each segment, including welcome emails, product recommendations, and re-engagement campaigns for inactive customers.
Email Campaigns: We executed a series of targeted email campaigns, sending out over 1.2 million emails during the review period. These campaigns included personalized product recommendations, exclusive discounts, and reminders for abandoned carts. The open rate for these emails averaged 28.3%, and the click-through rate was 4.7%, both above the industry averages of 22.8% and 3.1%, respectively.
Results: The implementation of the CRM and the optimization of email marketing resulted in a 31.6% increase in repeat purchases and a 14.2% reduction in cart abandonment. Overall, email-driven sales increased by 23.4%, contributing $96,780 in revenue during the review period.