Legkomarket case study: automated email marketing

6 Feb ‘17
legkomarket

Legkomarket is an online home furnishing store that delivers throughout Russia. Last year, the client launched a new email solution. They used to do everything by hand. It took a lot of time and effort. They wanted to automate.

We launched this service with a modest desire to earn an extra penny, but in just the first few months of working together our eyes were opened to a sales tool with truly huge potential and the absolute best cost/income ratio at the moment.

Vladimir Posternyak, head of Legkomarket’s development team

In September 2016, Legkomarket contacted Mindbox to tap into the potential of email marketing: automate email processes while maintaining an individual approach to each customer via special offers and personalised product recommendations.

Based on the client’s data, the launch costs paid off in the first month. Thanks to launching automated sequences and regularly sending emails by hand, the share of email revenue increased to 6.3% in four months.

Results

62

Email-channel revenue growth:

legkoma

Triggers

We launched 12 different scenarios in several sequences:

  • Abandoned view
  • Abandoned cart
  • Abandoned category
  • Repeatedly interrupted session
  • NPS
  • Welcome
  • Discounted products

Abandoned view

64-2

View scenarios are based on the price of the product that the client was interested in. If the furniture is expensive, then a special offer will be included in the email. We always provide free product recommendations.

NPS

65-2

After the order has been delivered, we send an email asking to review the store on Yandex Market and then the product. This helps us to collect positive reviews from customers and show that the store has a reputation for quality service. We don’t forget personalisation.

legkomarketym

Automated emails instead of sending by hand

66-2

A reason for sending emails by hand is often repeated: large discounts or a clearance on last season’s furniture. Why not automate these emails to reduce labour costs? Every two weeks, Legkomarket’s customers receive an email with hot offers from the store. The generator randomly selects from the available texts so that the emails are not repetitive. Thanks to segmentation, we do not send emails to people who are unlikely to open them.

Conclusion

We launched a trigger-based campaign and increased email revenue in four months. Going forward, Legkomarket will launch additional scenarios, continue to automate emails that it sends by hand, and narrow down the existing triggers even better.

Customer feedback

Vladimir Posternyak
Vladimir Posternyak
head of Legkomarket’s development team

«The current realities in sales are such that reaching serious sales volumes requires working with a massive qauntity of potential customers, with as much personalisation as possible. The customer doesn’t want to be just a telephone number or email address in your database, they want to feel like they are important to you, like you know what they need and want to provide it.

We think Mindbox’s service is focused on personalising customer relations, allowing you to offer clients something that they will actually be interested in. Its automation potential also makes it possible to do so promptly. The saying «everything in its time» is time-tested wisdom, and Mindbox makes it possible for us to reach out to our customers right when they need us the most.We launched this service with a modest desire to earn an extra penny, but in just the first few months of working together our eyes were opened to a sales tool with truly huge potential and the absolute best cost/income ratio at the moment.

We would like to give special thanks to their support team. All questions are addressed promptly and we can feel the team’s engagement with our project. We have been able to turn many brilliant ideas into effective triggers thanks precisely to the competent work of Mindbox’s staff, and we have implemented even more of their ideas, which are based on a wealth of practical experience.

We are confident that this is just the beginning of a long, interesting path toward new achievements and believe that, together with Mindbox, we will travel this path quickly and efficiently».

Mindbox team

Semyon Mikanyov

Semyon Mikanyov
Lead Manager

Filipp Volnov

Filipp Volnov
Project Manager

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