Age Defence is a new Czech cosmetics brand that is being introduced to our market. It focuses on the signs of aging and is intended for more demanding clients. At the same time, it emphasizes the affordability of products. The author of the cosmetics and the owner of the brand is a doctor who uses her professional knowledge of the human body when developing products and is also very aware of the needs of her customers. She is very committed to quality and provides users with above-standard consulting service.
2. Initial situation
The client had a database of existing customers, which included new contacts obtained through acquisition campaigns.
The assignment was to focus on the behavior and interests of contacts, bulgaria phone number data obtain relevant information about them, and introduce the principles of 1-to-1 marketing into communication with contacts.
Target group: women 35 – 55 years old.
3. Project challenges
Plan a meaningful communication strategy with contacts to obtain information about their interests and activities for further processing.
Implement measurement of contact activities , their interests, and other indicators showing the contact's purchasing behavior and preferences.
Set up a system of automated nurturing funnels that will lead to greater trust and loyalty to the brand and the resulting purchase of cosmetics.
4. Our results
We have set up an automated strategy that sorts contacts into 8 thematic areas according to their interests.
Thanks to communication with an active contact mainly in the category of his interests, the effectiveness of communication has increased dramatically:
Performance of email MKT communication:
Performance of common mass databases: open rate 1.5%; click-through rate 0.3%.
Our DB performance: open rate: over 20%; click-through rate 5-7%.
What were our steps to improve campaign performance:
To gain a better understanding of the purchasing behavior of contacts, we monitor:
contact activity
email openness
click-through rate of the topics offered in communication
traffic to specific URLs on the website/e-shop
turnover amount
number of purchases
date of last activity
contact interest in eight predefined areas
change in interest/topic score
Follow-up nurturing automations that trigger at the target score:
acquisition nurturing – basic introduction of the brand and product range when a contact enters the database
thematization funnel – offering thematic content and measuring client interest in given topics
assigning VIP status
activation funnel: wakes up the client to action again after long-term inactivity
event funnel: birthday, holiday
sales funnels: as interest score increases
Thematically specialized product broadcast :
a manually launched campaign, which is however directed to contacts who have qualified for a specific topic that is the content of the message.
Qualified contacts are defined by topic score, activity, and customer status.
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