How Broccoli increased their email channel share from 17% to 24%

22 Aug ‘19

broccoli — is an online supermarket of fresh products and household goods. Over the course of two years, orders at the store were made by 30 thousand people.

Prior to connecting the Mindbox platform, Broccoli used several services for one-time and triggered mailings. However one-time mailings were inconvenient to typeset, the launch of automatic campaigns took time away from the IT department, and to launch a loyalty program and product recommendations, additional services needed to be connected.

With the help of Mindbox, Broccoli marketers wanted to solve several tasks:

  • Centralize marketing communications.
  • Launch automated campaigns without involving the IT department.
  • Receive a convenient visual mailing editor.
  • Connect a loyalty program.
  • Gain the opportunity to build customer segments for more effective email newsletters. For example, to highlight customers who did not place orders for two weeks or, conversely, made orders more frequently than others.
  • Add a “Product recommendations” module.
    • Going over what happened.

Elena Artemyeva, Lead analyst Broccoli

Opinion of Broccoli’s lead analyst

We were looking for a service that could solve several problems at once, could be easily and quickly integrated, and didn’t require large amounts of IT resources for support, and could flexibly adapt to our wish lists.

It was very important to receive a competent personal manager who would not try to sell us a maximum amount of services, but who could rather quickly and efficiently solve problems as they arise and make sure that we and our clients feel good.

My team of analysts wanted to easily get a lot of detailed data to see who and writes off points and under what conditions, how to accrue them, assess the potential of write-offs and be able to predict the effectiveness of future marketing campaigns using points, see everything split by segments, etc.

We found all of this in Mindbox. 

At the first stage, the personal account interface did not always seem friendly to us, but the guys over at Mindbox support were always in touch and advised us on all questions. And by the way, we must issue our gratitude for adding connecting all needed functionality for us.

Loyalty program

Broccoli had a goal, which was to increase the average bill without discounts and spam. To do so, they, together with Mindbox, launched a loyalty program from scratch. Broccoli marketers thought out the rules of the loyalty program, planned their first promotions, and designed user profiles.

Loyalty program policies selected by Broccoli for their clients:

  • For every 100 rubles spent, the client receives three points.
  • The level depends on the number of points a client has: there are only 8 levels. For example, the first is called “Skywalker Onion” and the eighth is “Clockwork orange”. User levels are a game element, they do not affect bonuses.
Broccoli loyalty program levels
  • Earned points can be spent on gifts.
  • Creating an order composed solely of gifts is not allowed
  • It is impossible to buy gifts for rubles – they are only available in exchange for points.
Examples of gifts for points

In order for a user to know the movement of his or her points, the history of accruals and point deductions are stored in the buyer’s user profile.

Point write-off interface

What we got

After launching the loyalty program during the first three months, the multiplicity of purchases (number of purchases per client) increased by 20%, the average check by 4%, and the share of repeat client purchases who actively collected gifts increased two-fold.

Project statistics

+ 20%

Purchase multiplicity

+ 4%

Average check


Share of repeat purchases among
loyalty program participants

What’s planned

Collaboration on the loyalty program from the perspective of Broccoli marketers has just begun. Further plans include expanding the interface for buyers and providing more opportunities to spend points. The accrual mechanic will become more complicated, subtypes of point accounts will emerge.

There are many development ideas: use points as compensation for complaints, exchange them for reviews, connect partner networks, use their products as gifts and provide the opportunity to pay with points.

The ultimate goal: to make the loyalty program convenient and attractive for customers, personalize it for different customer segments. For example, give out an increased number of bonuses if the buyer selects their favorite products.

Email newsletters

During the first week after signing the contract, three advertising campaigns were quickly transferred into the Mindbox platform from our previous service: abandoned viewing, abandoned shopping cart, post registration greeting letters.

In two weeks, we started launching new scenarios. In total, 16 automated advertising campaigns were launched during our collaboration period.

We go over examples of automated campaign chains that motivate clients to make purchases.

First order motivation campaign immediately after registration

This campaign is activated if the customer has registered, but has not finalized an order. A chain of three letters is launched with a 200-ruble promotional code for the first order.

The first letter arrives in a week, the next one in two weeks, the third in a month. The next message in the chain leaves only if the recipient has not utilized the previous offer.

First letter to motivate for a purchase

Repeat order motivation campaign

After placing the first order, a chain of letters is automatically launched, inviting a customer to make a follow up order.

A client receives the first letter of the chain in two days. Within the letter, there is promo code for 300 rubles applicable to the next purchase.

If the client does not respond to the letter, then in a week’s time he will receive a new letter with a promotional code. If the client does not respond to it, then in a week, he will receive a third and final letter.

Motivational letter for a second purchase

Reactivation campaign

For customers who didn’t buy anything again and never returned to the site, a separate chain of triggers of three letters is launched, with an additional motivational discount.

Letter motivating to make an order after a long time

One-time mailings

In parallel with triggered mailings, Broccoli carries out bulk mailings. To facilitate the work process, they developed a single template in   a visual editor. This decreased prep time for a one-time mailing down from two to three hours to just 30-40 minutes.

One-time newsletter example

What we got

The main metric for advertising newsletters is the share of revenue via the email channel relative to total revenue according to Google Analytics.

As a result of the joint work between Mindbox and Broccoli, the share of revenue via the email increased on average from 17% to 24%. The increase amounted to 7%.

Revenue share from the email channel relative to Broccoli’s total revenue

The share of revenue from the email channel subsided during the integration of Mindbox in July 2017, since there were no newsletters, and during the offline advertising campaign in September, since the share of revenue from the offline channel increased.

What’s planned

Further plans at Broccoli include new triggers, focused on increasing customer loyalty. For example, individual congratulations and birthday offers, for each anniversary of “life” with Broccoli, for anniversary orders via Broccoli, automated mailing with a questionnaire for those who have ordered something.

In their work, Broccoli marketers wish to consider:

  • potential outflow
  • customer behavior to predict possible dates for their next purchases,
  • purchase history for a one-click purchase of a list of popular products from customers.

Further goal: to increase the share of the email channel in revenue up to a minimum of at least 30-35% this year, on account of additional automatic campaigns and promotion personalization’s with the help of the Mindbox platform.

Product recommendations

The “Product recommendation” module provides customers with the ability to see popular products from the same category which was viewed as well as similar products: for example, those who viewed raspberries are recommended to see strawberries and cherries as well.

We added “Product Recommendations” to the Broccoli website and to the letters. The block with product recommendations is included in triggered mailings related to “abandoned shopping carts”, “abandoned viewing”, and in a weekly automated newsletter with popular goods. It took less than a week to integrate the block.

Product recommendation example

What’s planned

In the future, Broccoli wants to add personal recommendations to the site and their letters, which will take into account viewed products and the order history for each customer.

Collaboration Results

Over nine months, Broccoli and Mindbox achieved the following results:

  • revenue from the email channel relative to the total revenue of the company increased from 17% to 26%;
  • the cost of attracting a new customer (САС – Customer acquisition cost) has decreased by more than half;
  • the cost per order (CPO) decreased by 45%;
  • the average purchase amount per check via email increased by 17.6% (in other channels, the check increased by 13.2%).

Broccoli marketer opinion, Broccoli marketer

Broccoli marketer opinion

The Mindbox service turned out to be very simple and convenient to use. Any manager can master the email newsletter creation block. This is a constructor that allows you to quickly collect newsletters of varying complexity, which is especially important if you need to simultaneously run several urgent mailings.

For the marketing department, it is also important that we see the results of each newsletter and each block in the newsletter on a daily basis. Mindbox has excellent features for generating reports in any convenient format.

Additionally, there is a heat-map where you can see the click-ability of each block in the newsletter – this is especially important for a marketer to correctly plan communications with a client based on his or her interests.

We are also very proud of our loyalty program, which we developed together with the guys at Mindbox. And this is only the beginning, as we have a lot of improvement plans for it. And we are confident that we can create one of the most interesting loyalty programs in the market, both from a visual and practical point of view.

In the meantime, we want to say thanks to the Mindbox team for our joint creative cooperation!

Broccoli loyalty program presentation

Here’s a video from eTarget 2018: a presentation by Elena Artemyeva, Head of Analytics at Broccoli, about the loyalty program and love towards the brand.

  • Why do we need a loyalty program and we go about without it?
  • How do buyers and sellers understand the loyalty program?
  • Are discounts evil or a way to foster affection?
  • How to build a working loyalty program – the basics.
  • Broccoli’s experience building its own loyalty program.

This success story was prepared by

Elizaveta Kurochkina

Elizaveta Kurochkina,Project manager

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