How Ventidue.ro Transformed its Email Marketing Strategy with theMarketer and Improved Email Campaign Performance
Ventidue.ro is a Romanian e-commerce business that retails primarily men’s shoes.
The Problem
They had been using email marketing for several years in order to engage their customers and subscribers, but they felt that their campaigns could not spark customers’ interest and implicitly failed to generate the expected sales figures. Ventidue.ro saw an overall open rate averaging 10.3%, and an overall click rate of about 1.4%, which was objectively low for the fashion & accessories industry. The third-party provider they were using at that point for their email campaigns also had shortcomings regarding audience segmentation and email personalization.
The Solution
Ventidue.ro started using theMarketer on the 1st of November 2022 and the switch from their previous provider was relatively simple. theMarketer relies on Amazon SES, which enabled the online shop to deliver laser-focused email campaigns to all of its subscribers.
To ensure the delivery of their campaigns straight to the recipients’ inboxes, Ventidue.ro was first required to validate their own domain for sending with Amazon SES using DKIM and SPF authentication to verify their authenticity and add an extra layer of security for all parties involved. As far as the DNS records are concerned, they were retrieved automatically by theMarketer from the AWS sub-account, which, in turn, was created automatically for Ventidue.ro.
The next step was to completely rethink the email content strategy for the online shop. As a result, the focus shifted from handpicked products to dynamic personalized product recommendations for each individual user, generated by theMarketer’s AI. In other words, instead of using static banners with product promotions, or products that were chosen manually, Ventidue.ro started using theMarketer’s dynamic product block feature, thus saving significant time and resources in analyzing data to determine the items with the highest likelihood of success.
Furthermore, instead of sending the same email campaign to all of their subscribers, the online shop opted for theMarketer’s advanced audience segmentation features in order to deliver better-targeted campaigns, based on the subscribers’ behavior on the website, as well as their interests.
The Project Outcome
By adopting this new email campaign strategy and by using the tools provided by theMarketer, Ventidue.ro managed to significantly improve their overall campaign performance.
After only 3 months of using theMarketer, their average open rate for email campaigns grew by more than 78%, reaching 18.4%. This increase was supported by two aspects.
On the one hand, the fact that Ventidue.ro was now sending the email campaigns with Amazon SES, and their domain was validated for sending with both DKIM and SPF, led to higher deliverability of emails straight to the end users’ inboxes. On the other hand, since each sent email contained personalized content with various URLs, this meant that the email providers saw each email as unique and thus delivered it to the users’ inboxes, instead of the Promotions tab, for example.
Another significant increase Ventidue.ro registered was in their average click rate, which increased by more than 228%, more specifically from 1.4% to 4.6%. This is where the power of personalized content and advanced segmentation provided by theMarketer showed the highest impact. By providing the right type of content for each user, email campaigns become highly relevant, thus encouraging subscribers to click on the products in the email campaign, as well as to place an order.
This is how Ventidue.ro took their email marketing to the next level with theMarketer and started engaging their customers like never before. With powerful features and a disruptive approach to e-commerce online marketing, theMarketer proved to be the only platform needed to make their email campaigns truly shine and bring in results.
