Area of interest: Vogue, eCommerce as a service.

The corporate

Omnicore acts as an eCommerce companion for Adidas Ukraine. In 2021, the corporate launched the long-awaited official on-line retailer adidas.ua, and now, along with product assist, it offers efficiency advertising, content material administration, customer support, and achievement.

Firm’s electronic mail advertising technique

When it comes to retention advertising for Adidas, along with common promotional mailings, the corporate actively makes use of triggered emails.

Promotional mailings are often related to present reductions, seasonal gross sales, and holidays. Omnicore prepares them individually for every occasion.

Set off newsletters work in another way. As soon as created, they work independently for a very long time. That is made doable by the intensive automation of ESP platforms.

Not like promotional newsletters, triggered emails are linked to occasions associated to person information or actions on the positioning or in an electronic mail. Their process is to get patrons to take motion whereas they’re nonetheless scorching. As an example, whereas that pink jacket excites the creativeness or the hint of these fantastic white sneakers nonetheless lingers within the reminiscence.

Why are triggers so fascinating from a enterprise perspective? As a extra customized and related sort of content material for the person, they carry extra revenue than promotional mailings. Excessive-quality triggers on a undertaking deliver as much as 70% of the entire revenue from the e-mail channel.

Along with industrial promoting triggers, some triggers are aimed toward growing buyer loyalty to the corporate, in addition to managing negativity and enhancing your individual service for purchasers. The corporate actively makes use of numerous surveys for this function.

The problem

The corporate has set the next objectives:

The answer

To satisfy the set circumstances, the corporate selected AMP as the primary instrument for creating a brand new model of the survey electronic mail. An electronic mail marketing campaign was developed with two variations of emails: an ordinary HTML electronic mail and an AMP electronic mail with an NPS survey.

This was accomplished since 70% of Adidas subscribers use electronic mail shoppers that don’t assist AMP emails, so it was important to create 2 variations of emails.

Implementation course of

AMP electronic mail

The corporate made up the AMP model of the survey utilizing the handy system of blocks in Stripo and inserted them into their electronic mail. Stripo permits you to add a ready-made AMP block to an electronic mail, so entrepreneurs solely needed to edit this block to match the fashion of the Adidas undertaking.

The primary benefit of AMP is that it allows recipients to vote immediately from the e-mail with out clicking on hyperlinks to third-party companies. The person solely must click on on the reply within the electronic mail, and the vote will likely be recorded.

Here’s what the AMP model of the questionnaire seemed like.

(Supply: E-mail from Adidas)

After the person opens the e-mail, they’ll fee and go away a remark within the enter area. After that, the person should click on on the button “Depart a assessment.” As soon as clicked, the next message will seem:

(Supply: E-mail from Adidas)

HTML electronic mail

The AMP expertise was developed in 2015 but it surely nonetheless doesn’t work on all electronic mail shoppers. The corporate created the HTML model so clients whose browser doesn’t assist AMP expertise may vote.

Many electronic mail shoppers are in no hurry to implement AMP as a result of new markup language and the excessive value of the expertise. However the pattern is obvious: AMP is the longer term.

The HTML message was created by the corporate within the electronic mail builder utilizing the built-in instruments of the eSputnik platform.

Here is what it seemed like.

(Supply: E-mail from Adidas)

The size was made utilizing a individually animated image to draw consideration.

Entrepreneurs connected a hyperlink to the image and a button to a specifically designed web page with a survey type. Customers are redirected to this web page once they click on on a picture or button.

(Supply: E-mail from Adidas)

On this web page, customers can vote and their suggestions is recorded and saved in Stripo. After the person leaves a score and remark, they should click on on the button, and the next web page will seem.

(Supply: E-mail from Adidas)

The outcomes

The efficiency of the brand new AMP emails has exceeded all expectations in comparison with normal HTML survey emails. The surveys have been performed over three months: June, July, and August.

June

AMP questionnaire

HTML questionnaire

July

AMP questionnaire

HTML questionnaire

August

AMP questionnaire

HTML questionnaire

HTML’s open fee is greater, maybe as a result of most customers do not have entry to AMP expertise. However on this case, the shape completion fee is extra essential for the corporate as the primary aim was to gather suggestions.

Conclusions for the e-mail marketing campaign

As you possibly can see, AMP questionnaires work extra effectively than HTML variations. The primary indicator, survey completion, is far greater for shoppers receiving the AMP model of the survey.

This isn’t shocking as a result of voting immediately from the e-mail is far simpler and quicker for the person. Plus, creating an AMP is simpler for an electronic mail marketer as they’ll use a ready-made AMP block from the Stripo electronic mail design platform. In the meantime, to conduct an HTML survey, it is nonetheless essential to create further internet pages utilizing the developer’s assets. AMP is a promising expertise and is predicted to develop much more sooner or later. Due to this fact, the corporate plans to work with AMP additional. Within the close to future, Omnicore intends to conduct a survey to re-engage inactive customers.

This was simply one among many examples of how Stripo helps construct sensible emails and enhance actual enterprise metrics. You possibly can attain the identical heights and we are going to show you how to with this.