Talking about content relevance, we recently helped Shoeby develop a campaign to ensure every autumn cloud from now on has a silver lining for Shoeby’s conversion rates.
Smart: loyalty program members received a personalised email targeted to 1 of 5 market segments.
Smarter: the gender-specific emails featured 1 rain-gear garment with a link to a landing page featuring more wider male/female autumn products.
Smartest: but for real impact, emails also referred to the current weather in the recipient’s hometown and were sent at optimal moments. For example, a wet October Thursday when more rain was forecast for the weekend (luckily such Thursdays are fairly common in the Netherlands!).
To experience it yourself, join the Shoeby loyalty program.