A case of 26% conversion growth with the help of personal recommendations in Meleon’s newsletters
Each customer is a unique person with his own interests, and these interests can change over time. How can an online store offer a personalized version of the website to each customer containing what they like? By showing personal recommendations in emails, which are based on the tracking of the users’ interests in real time.
Kristina Milkevichyute, email marketing specialist at Retail Rocket, shares with us her view on the personalization of the mailings of the online store Meleon, its conversion growth and its revenue growth per email sent.
The Retail Rocket platform has a combination of powerful tools that can help increase revenues by email personalization, increasing subscribers list too and ultimately increasing sales revenues.
The platform is designed taking into account the specifics of online retail, which fully cover the needs of the online store and include all the advanced personalization technologies, providing a higher result than other platforms.
Today we will discuss about one of the key aspects of creating useful email campaigns for customers – personal product recommendations that are based on the interests of the user in real time, like for example the online store Meleon.
Meleon is an online shop with a wide range of products of different categories: beauty, jewellery, clothing, electronics, fitness, house & garden and children goods, among others. The company has been working online since 2006, and the monthly audience of the site is more than 1.3 million unique users.
Introduction of personal recommendations in mass mailings
Personal recommendations in trigger emails help to offer the most relevant selection of products in accordance with the interests of the subscriber. Due to the fact that recommendations are formulated in real time, each user receives a selection of products based on his interest in his own mailbox.
The study of the effectiveness of personal recommendations in the mass mailings for Meleon was conducted using the mechanics of A/B testing. As part of the test, five mailing campaigns were conducted, in each of which all recipients of emails were randomly divided into two segments in real time:
Segment A was sent the standard version of the email:
Segment B received a newsletter with an additional block of personal recommendations:
According to the test results, the following results were obtained:
Thus, the addition of a personal recommendation block to the email list allowed Meleon online store to achieve a 26% conversion increase and 64% revenue growth per sent email (RPE)
With almost unchanged CTR figures, it means that subscribers were offered exactly those products that they are interested in buying at a particular moment. Thus, mailings are useful, and the effectiveness of the email channel increases.
Comment by Meleon
“Our main task is to offer our customers the best and, most importantly, the products that they need, but also to make the shopping process as convenient and simple as possible in any given channel. Thanks to the introduction of personal recommendations in mailing campaigns, we can offer our customers useful products, and act as a kind of shopping advisor for them. We like Retail Rocket for the opportunity to offer each customer what they need, without any additional efforts from our side. We are very satisfied with our cooperation and we thank the team for their professionalism, expert approach and increase the effectiveness of our communication with customers in the e-mail channel.
Denis Belousov, co-owner of the online store Meleon