Bol.com is an online ecommerce platform with more than 10.5 million active customers in the Netherlands and Belgium. The site offers more than 22 million products with fast delivery and click-and-collect options.
Bol.com offers special perks like discounts on popular products and free delivery options through its Select loyalty program. But although the service costs only €9.99 per year, the platform was not attracting the desired level of subscribers.
That’s when the team at Bol.com decided to create an on-brand email campaign in the signature humorous tone, true to the brand promise: “The Shop of All of Us.”
Thanks to Selligent, the email campaign delivered on all goals and showed the way for future initiatives. The combination of relevant triggers, interactivity, and the right timing ensured the success of the campaign. By combining these factors, we convinced many customers of the value of the Select program.”
Noortje Berrevoet
Customer and Business Development Manager, RapidSugar
Bol.com enlisted Marigold Engage and partner agency RapidSugar (Netherlands) for the Select email campaign. In a data-driven approach, recipients were segmented into two target groups:
1st Target Group: top customers who shop often and could use Select advantage
2nd Target Group: created via algorithm based on customers’ purchase behavior
Using Selligent’s data capture and email capabilities, the campaign addressed customers with interactive emails that brought home the advantages of Select membership. Based on purchase habits, customers received attractive offers. And as the basis for future Bol.com initiatives, the email campaign was scalable and easy to update with new content.
RapidSugar is an agency with expertise in interactive email marketing, marketing automation, and digital customer journeys. While many agencies are highly developed strategically, technically, or creatively, very few combine these three fields of expertise. RapidSugar combines these fields in a unique way. And that is the key to their success for two decades. RapidSugar helps clients with data-related campaigns, including strategy development, concepting, visual design, copywriting, technical development, analysis, support, and consultancy.
In addition to evolving email as a key tool for acquisition of new Select members , Bol.com saw the following successful results:
For another version of this successful case, please check out this fun video created by our partner, RapidSugar:
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