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BuyCosmetics.com is a top 3 e-commerce site in the health and beauty sector
Goal
Create an ongoing email marketing strategy that will drive sales and improve retention. The newsletters should promote new products and help increase customer retention rates.
Concept
Create a weekly newsletter that is creatively unique so that each newsletter is designed without the use of a template this will help keep customer retention rates high and help to promote the products as each newsletter can be designed with a product focus. When a new product is not being promoted Imano used customer segmentation to improve retention by offering an incentive to customers who have not bought from buyCosmetics.com in a defined period of time.
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Result
BuyCosmetics.com has over 100,000 registrants in their database, which classifies them as one of the largest online direct marketers in the UK and with open rates of around 60% and click through rates of around 5% they are one of the most successful. They achieved 40% of their sales from the bi-monthly newsletters and retention rates have improved by 80%.
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