UGG case study: email channel share increases to 18% of overall e-commerce income

11 Jul ‘17

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UGG® is an American footwear company. It successfully operates in more than 130 countries. In 2016, UGG launched an online store in Russia. UGG chose Mindbox as the marketing automation tool f/b>

Power of numbers

UGG started to use Mindbox at the end of December 2016. They began emailing some special offers to loyal customers. All the technical stuff and integrations were finished in January 2017, and they launched the first trigger-based campaigns and hit great revenue growth on the email channel. Customers loved receiving highly personalised messages tailored to their individual needs. In June, email channel share had grown to 18% of the e-commerce shop’s overall income. The data was aggregated by Google Analytics.

We chose Mindbox as the leading solution on the market for its technological solutions, infinite capabilities, and proven efficiency. In the first stage of our omni-channel strategy, we wanted to build up our communications with customers through email: mailings, triggers, and product recommendations.

Igor Smirnov, E-commerce Project Manager at UGG®

uggenglish

Trigger-based email campaigns

We launched 14 trigger-based email campaigns in four months:

  • Abandoned view
  • Abandoned category
  • Abandoned cart
  • Birthday sequence
  • Next best offer
  • Special abandoned item
  • NPS
  • One year after the first purchase
  • Welcome letter

NPS: net promoter score

UGG cares about their customers and wanted to know what their clients think about service quality. After delivering an order, we send a letter with a question to evaluate the probability of customers recommending the UGG online shop to their friends and family members. We save their rating and divide customers into appropriate segments.

UGG

Special abandoned item

Our scenario – which we call «special abandoned item» – is a curious variation of the abandoned cart scenario. We use it if a customer adds an item to their cart but doesn’t buy it. The key difference between the usual abandoned cart scenario and special abandoned item is that the latter revolves around one specific item in the cart. It explains the main advantages of that item, provides colorful images, and so on. For example, if a customer adds Milana moccasins to their cart, we will send an email sequence about this specific shoe. The emails are meant to provide the customer with reasons why they should purchase these moccasins.

UGG

Website product recommendations

UGG

UGG uses our product recommendations on all pages of their online store. Our special algorithms create personal recommendations based on a customer’s preferences and activity on the website. We select items depending on properties like material, color, and model.

UGG

Short overview

We’ve launched multiple trigger-based messages and provided a powerful tool for customer segmentation based on their actions and other data. This allowed us to create a highly personalized product recommendation system in less than four months. The results are astonishing: email revenue grew, boosting the email channel share from 1% to 18% in six months. The next step will be integrating the brick and mortar shops with Mindbox to create a unified omnichannel communication model.

UGG feedback

IgorSmirnov Igor Smirnov,
E-commerce Project Manager at UGG®

We started to work with Mindbox in December 2016.

We chose Mindbox as the leading solution on the market for its technological solutions, infinite capabilities, and proven efficiency. In the first stage of our omni-channel strategy, we wanted to build up our communications with customers through email: mailings, triggers, and product recommendations. We also wanted to have an option to send SMS-messages throughout the customer base.

We fully automated communication with our consumers in six months by setting up different triggered email campaigns, as well as cleaning and verifying the customer database. The product recommendations provided by Mindbox delivered good conversion growth, both on the website and from the email channel. The next step in our collaboration with Mindbox will be integration with the offline part of the business in Russia and developing a real omni-channel marketing strategy for UGG®. Mindbox is fully customizable, and instantly responds to changes in business and the marketing team’s needs.

We were one of the first companies to try product recommendations on the website and are happy with the outcome. I want to thank our dedicated manager for his proactivity, “can-do” attitude, and desire to find the best solution when we most need it.

Special thanks to the Mindbox support team for their quick, prompt responsiveness!

Mindbox team

sam

Semyon MikanyovLead Manager

Filipp Volnov

Filipp VolnovProject Manager

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