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How email marketing helped Closet London to get 50 times more conversions?

A sneak peek of the complete story:

 The Brand: Closet London Closet London’s objective behind tweaking the email marketing strategy The fashion retailer’s strategy for personalization in email marketing The Success: 50 times more conversions accounting for 2900% increase in email based revenue alone Words by Lucy Fernandez, Ecommerce Executive at Closet London Word by Saima Alibhai, Client Services Manager at Bronto Software  

The Brand: Closet London

Closet London is a fashion retailer that sells contemporary womenswear. Expanded into ecommerce three years ago, the womenswear brand very soon identified the next stage of online revenue growth and created its email marketing strategy for engaging its subscriber database in a better way. The brand saw a great spike up in revenue & conversion rates as a result of executing a personalized email strategy, getting a 2900% increase in email based revenue alone.

 Closet London’s objective behind tweaking the email marketing strategy

As discussed above the first thing womesnswear brand wanted to do after expanding into ecommerce was to create a very personalized email marketing strategy for engaging its subscriber database in a better way. They could use the data more efficiently and could do specific targeting of messages to the customers by bringing automation & segmentation into play, and integrating the Bronto Marketing Platform with the Magento ecommerce platform.

The fashion retailer’s strategy for personalization in email marketing

The fashion retailer segregated its database into a number of segments based on the customer lifecycle stage that included:
  • One-time Customers
  • Repeat Customers
  • Loyal Customers
  • At-risk Customers
  • Dormant Customers
Based on this segmentation the brand executed automated workflows for each segment. It went like this if a customer drops into the ‘at-risk’ category, she receives an email update on the latest collection however if the same customer hasn’t been converted after 14 days, she will receive a discount offer. They also created segments for the specific types of clothing purchased. For instance, if a customer has bought a body con style dress recently, she will receive emails showcasing similar products.

The Success: 50 times more conversions with 2900% increase in email based revenue alone

There was a impressive uplift in conversion rates that was 35 times higher than the previous welcome email and revenue increased by 2900%. The personalization of emails increased conversion rates by 50 times and the subscriber list by two and a half times. The brand also extended the single welcome email to new subscribers with a series of messages including the first email offering a 10% off code, a second introducing Closet’s social channels and a third showcasing signature styles, followed by a reminder if recipients haven’t converted.

Words by Lucy Fernandez, Ecommerce Executive at Closet London

“For our customer base, tailored content is akin to having their own personal stylist. Every woman has her own unique style. Someone who buys black dresses may not be interested in floral styles. Being able to personalise and target our customers based on their preferences will keep them coming back.”

 Word by Saima Alibhai, Client Services Manager at Bronto Software

“As Closet London’s success has shown, a personalized email marketing strategy based on data integration, segmentation and automation is absolutely crucial to driving sales. Closet London has been able to learn more about its customers and how they interact with the brand, which has proved invaluable for engaging them with relevant content that increases conversion rates and revenue.”
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