Every day, users’ inboxes fill up with emails from companies inviting them to download ebooks, try products and services, discover offers and news, etc. Brands fight to get their attention in the face of so much competition and achieve their main goal: to sell. In recent years Email Marketing has positioned itself as one of the most used actions by companies because with very little investment it is the most effective channel in terms of ROI. But what is it that makes a message sent by e-mail attract the user’s attention? On what day and at what time is it convenient to send it? to what segment of customers? why do some stop being interested and send my e-mails to spam? Creativity, segmentation, personalization and automation are some of the keys to make the difference. We share with you the Kross Email Marketing Success Story where we developed strategies that maximized the amount of sales.
Kross Email Marketing Success Story
The challenge
Kross Brewery was founded in 2003 and was elected the best Brewery of Chile in 2018 at the Copa Cervezas de America. So far, the brand has been awarded on five continents with 105 medals recognizing its quality and taste. The company turned to Known Online in late September 2021, just a few days before the start of Cyber Monday in early October, one of the major shopping events in the world of E-commerce in which they were keen to participate.
Known Online’s strategy
With very little planning margin due to the short timeframe, commercial shipments were made in order to convert more and better in the channel.
Tasks performed in the area of Email-Marketing
- Mailings: We planned, designed, laid out and sent mass and personalized mailings to Kross’ current and potential clients with a creative and innovative approach. To do so, it was essential to design the right strategy and take into account certain key aspects such as knowing the client, finding the right time (we sent the mailings during specific days and hours when we knew they would have the greatest impact) and a clear, concise message (always with something of added value for the client, be it a discount or a launch) but in an original way.
- A/B Testing: Tests were carried out on an ongoing basis to test the public’s reaction to each of the strategies proposed. Between three and four subjects were tested to identify which ones worked best and it was concluded that the more original the subjects were, the higher the opening rate. The same was done with images and copy to corroborate which type of format worked best.
- Database: A strategy was developed to grow the database via advertising – pop up.
- Segmentation: A micro-segmentation was carried out based on the interests, the types of products purchased and the region where the users belonged in order to deliver the right message at the right time, building a clearer and more effective audience.
- Niche sites: A research of suppliers, such as banks, was carried out to achieve a higher volume of business.
- Automation: Triggers linked to up-selling, cross-selling, visitor recovery, product sales by category, micro-segmenting database and opportunities were developed.
- Measurement and analysis: Results were evaluated by key indicators with subsequent consulting for decision making and strategy development in the channel.
Kross Email Marketing Success Story: Results
- The main E-mail Marketing strategy was carried out in less than a week, obtaining excellent results.
- During the Cyber Monday held on October 4, 5 and 6, 2021, the E-mail Marketing channel represented 50% of Kross’ sales, while in 2020 (even when physical stores were closed and people could only shop online) it was 25%. In other words, sales doubled after the work done by Known Online. In turn, the conversion rate was 6.6%.
- During Black Friday held on November 26, 2021, E-mail Marketing accounted for 58% of the company’s sales in a single day and the conversion rate was 8% while on Black Friday 2020, E-mail Marketing had accounted for only 29%.
