The primary goal of this campaign was to increase engagement on emails while delivering personalised content tailored to the users' specific needs. The key challenge was to ensure that the content resonated with the diverse customer base, addressing sensitive topics like hair loss with empathy and relevance. Implementing these email segmentation strategies helped to significantly enhance engagement and revenue.
By segmenting audiences based on their preferences, the campaign achieved a significant +170% increase in revenue year-over-year.
To gather preference data, we started with an email campaign allowing users to select their preferences for content, including wig-related topics, alopecia, cancer hair loss, general hair loss, and fashion wigs. Subscribers were automatically added to specific lists within HubSpot based on their selections, enabling targeted messaging in subsequent emails.
We conducted an initial campaign test using the monthly email newsletter to determine its potential results. We customised the email content based on the users' preferences, incorporating customised banners, blog content, tailored vocabulary, and subject lines. Below are some examples of how we personalised email content based on preferences:
The general newsletter was sent to 2.7k+ contacts with a 29% open rate and a 28% click-through rate which is a usual result for monthly newsletter emails.
When we sent out tailored emails to specific segments, such as those interested in fashion or dealing with alopecia, we saw a significant increase in engagement. For example, the fashion segment email had a 53.26% open rate and a 51.02% click-through rate, while the alopecia segment email had an impressive 63.08% open rate and a 51.22% click-through rate.
According to Klaviyo, benchmarks for ecommerce are 39.74% for open rate and 1.47% for click-through rate. The segmented emails showed a clear increase in engagement that exceeded industry standards and resulted in an outstanding +170% increase in revenue year-over-year. This outcome highlights the effectiveness of targeted messaging in reaching and resonating with Joseph's Wig's diverse customer base.
To continue personalising emails and driving engagement, we have included an option to 'Update or select preferences to receive personalised email content from us' on every email newsletter. This allows us to connect with users more deeply, driving engagement and ultimately stronger loyalty.
“The Innovation Visual team have been delivering increasingly engaging emails to our audience with great revenue success but this step change in the personalisation of emails through smart segmentation has increased those great metrics even more. The revenue growth numbers speak for themselves.”
Stuart, Director at Joseph's Wigs Ltd
