SECRETSALES wanted to promote more products in general, show customers products they would be most interested in, and develop a contact strategy to increase touch points for each sale. But there were certain challenges that had to be met.
Most obviously, there was the volume and complexity of all of the emails. Managing multiple creative versions was cost prohibitive, and developing many different versions of emails to target different customers was labor intensive. And, while there was a lot of data available on each customer’s purchase history and browsing behavior, SECRETSALES had no effective way to put offers on the right products in front of the right customer segments.
Additionally, SECRETSALES had the goal of increasing repeat purchases. SECRETSALES wanted to incentivize customers to come back to buy more after making a first purchase, but they had no structured system to drive loyalty.
And finally, an increase in mailing volume created concerns about speed and deliverability. Because all sales are time sensitive, every single minute in the inbox is crucial. Mailings have to be delivered quickly, and they have to reach the consumer’s inbox. The company’s ESP was having difficulty with sending speeds and was struggling with deliverability, particularly with Gmail.