How UGG Used Automated Communications to Increase its Email Revenue Share to 18%

11 July. ‘17

ugg-logo

UGG® is an American footwear company. The brand has stores in more than 130 countries. In 2016, UGG launched an online store in the CIS and chose Mindbox as its marketing automation tool for emails and product recommendations.

How UGG increased its revenue

UGG started using Mindbox at the end of December 2016. They soon began sending special offers to loyal customers via email. All the technical aspects and integrations were finished by January 2017, when the team launched their first trigger-based campaigns. This resulted in great revenue growth for their email channel. Customers loved receiving highly personalized messages tailored to their individual preferences. In June, the email channel share had grown to 18% of the online store’s overall income. The data was aggregated using Google Analytics.

We chose Mindbox as the leading solution on the market for its great personalization features, infinite capabilities, and proven efficiency. In the first stage of our omnichannel strategy, we wanted to build up our communications with customers through email: bulk emails, automated workflows, and product recommendations.

Igor Smirnov, E-commerce Project Manager at UGG®

uggenglish

Trigger-based email campaigns

We launched 14 trigger-based email campaigns over the course of four months, including:

  • 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 its customers and wanted to know what they think about its service quality. After delivering an order, UGG automatically sends a letter with a questionnaire 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

UGG’s “Special abandoned item” marketing campaign is a variation of the abandoned cart workflow. We use it if a customer adds an item to their cart but doesn’t buy it and decides to leave the website. The key difference between the usual abandoned cart and special abandoned item is that the latter revolves around one specific item in the cart. It explains the main advantages of this item, provides colorful images, personalized text, and so on. For example, if a customer adds Milana moccasins to their cart, the platform send an email sequence about this specific shoe model. 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 presets 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

UGG CIS online store launched multiple trigger-based messages and acquired a powerful tool for customer segmentation based on their behavior, purchase history and other data. This allowed UGG 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 testimonial

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

We started working with Mindbox in December 2016.

We chose the platfrom as the leading solution on the market for its great personalization features, infinite capabilities, and proven efficiency. In the first stage of our omnichannel strategy, we wanted to build up our communications with customers through email: bulk emails, automated workflows, and product recommendations. We also wanted to have the option to send SMS messages to our customer base.

We fully automated communications with our consumers over the course of 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 to deliver the best possible omnichannel experience for our customers. Mindbox is fully customizable, and instantly responds to changes in the business and in 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 customer success 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
Phil Volnov

Phil VolnovCustomer Success Manager