Behaviorally Triggered Email Marketing Sells Stock for BirkenstockCentral.com
Welcome, Restock, and Shopping Cart Abandonment Email Campaigns Drive 30% of Revenue
BirkenstockCentral.com, is the largest independent retailer of Birkenstock products in the U.S.; and, being an online-only retailer, it is focused on driving and converting site traffic. Knowing the effectiveness of email marketing, BirkenstockCentral.com partnered with Listrak to implement various solutions to drive sales - all of which drive 30% of its overall revenue. Additionally, the retailer found that its new email marketing efforts had an even greater effect than just increasing orders. In fact, email recipients are 22% more likely to buy than other shoppers and have a 32% increase in per visit value.
Shopping Cart Abandonment: BirkenstockCentral.com implemented Listrak’s Shopping Cart Abandonment Solution and a three-part message series to recover the 47% of BirkenstockCentral.com shoppers who abandon their carts before completing the purchases. The first message is sent three hours after abandonment occurs and says “Thanks for stopping by, your items are waiting for you.” The second message, sent three days later, is another reminder of the items left in the cart, and the third message includes a 5% off incentive to get shoppers to complete the purchase. Each of the shopping cart abandonment emails includes personalization and dynamic content and merchandising to show the items that the shoppers left in their carts and prompt them to go back to the site to complete the transactions.
Result: The shopping cart abandonment series gets a 37.53% average click through rate, producing conversion rates of 15.65% for message one, 13.58% for message two, and 11.76% for message three.
Welcome Series: The retailer revamped its welcome campaign to a three-part series as well, including segmentation of past purchasers versus non purchasers. Those subscribers who have never purchased receive a free sock offer in the first welcome message while new subscribers who have purchased in the past do not get an offer. All subscribers receive the same second and third messages, which are sent two days apart. The second message provides additional details on purchasing including return and exchange policies, and the third message communicates other services offered included its shoe repair.
Result: The welcome series generates an average conversion rate of 17.7%; with the free sock offer generating an incredible 48.95% conversion rate.
Restock Notifications: BirkenstockCentral.com also implemented an automated message to notify shoppers when out of stock items are back in stock and available for purchase. When an item is out of stock, shoppers have the option to order the item and receive an email notification within two business days stating when they can expect to receive the item or can request email notification when the item is back in stock. These emails are personalized and include dynamic content and merchandising, including the specific product and size in the subject line as well as images and product descriptions in the body of the message, driving shoppers back to the cart to purchase the item.
Result: Restock notifications are achieving a 22.73% sale conversion rate.
Re-engagement: In an effort to maintain accuracy and list hygiene, BirkenstockCentral.com just recently kicked off a re-engagement campaign to its subscribers who have not opened, clicked, or purchased in the past six months. Another three message series, the first message asks subscribers if they wish to renew their subscriptions and features two prominent calls to action – a “Yes” button to renew and a “No” button to unsubscribe. The second email, sent five days later, includes only a “Yes” button to renew the subscription. The final email, sent four days later, states that the subscription has expired and includes a button allowing subscribers to re-subscribe.
Result: This campaign re-covered over 200 customers in the first month, with nearly half of them responding to the third message of the series, proving the importance of sending a series instead of a single message.
BirkenstockCentral.com is one of four companies, which include GroundedSoles.com, ChefShoes.com and MedicalShoes.com, owned by The PSNE Group. In 1974, The PSNE Group began selling shoes to customers with special footwear needs through catalogues. It opened its first retail store in 1983, began selling Birkenstocks in 1988, and launched its first eCommerce site in 1999. Today, it is a web-only retailer and the largest independent retailer of Birkenstock products in the United States.
Listrak maximizes marketing ROI for online retailers through email and mobile marketing to increase customer lifetime value. Our focus on ecommerce enables us to provide full-service email marketing and stand-alone solutions, like shopping cart abandonment, purchase cadence optimization, mobile messaging, RFM analysis and sweepstakes that more effectively address the unique challenges of online retailers. Our solutions and services result in better ROI and more engaged customers who interact, transact, and brag.
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