Björn Borg has increased its revenue by 66% by improving its email marketing strategy.
The retailer, which sends almost 20 million emails annually to hundreds of thousands of subscribers across 12 markets, realised it needed to ensure its messages were targeted at the right consumers.
The sports fashion retailer partnered with Bronto Software a year ago to design its data-driven email strategy, which integrates data sources from across the business allowing Björn Borg to send relevant, timely and targeted emails to customers.
"We believe the way to reach our goal to become the number one sports fashion brand is to engage our customers with more personalised communications that are focused on being a part of the Björn Bjorg tribe. We only get a person’s attention for a very short time, so we need to deliver a message they feel is directed at them personally," explains Noelia Guinón, eCommerce manager at Björn Borg.
"Previously, we encountered a variety of issues, including a high bounce rate that hurt our delivery rate. As a result, the channel had been rapidly declining – both in terms of growth and revenue."
The retailer integrated Bronto's email marketing solution with its Magento Enterprise eCommerce platform in May 2015. This allowed Björn Borg to automatically import data, including customer information and order history, into their emails. By doing so it could personalise its messaging to consumers.
"Our newsletter deliverability is up by 76%, click rates are up 83%, and we’ve seen a 66% increase in email-generated revenue, thanks to the more targeted and relevant approach we can now deliver. And the performance of our new welcome series exceeds our standard marketing emails by far. The click rate is 232% higher, conversion is up 21% and the revenue is up by 217%, so we know that it’s working," added Guinón.
"We are building a premium brand, so we want to be smart in our email messaging strategy. If you want to move away from mass marketing and get more personal, email marketing is an incredibly effective channel."
Georges Berzgal, MD for Europe at Bronto Software, said: "Email is a trusted channel between consumers and their favourite brands. It’s one of the most effective ways for retailers to engage with their target audience - if implemented wisely and using the right tools. ROI only becomes a reality if emails are relevant to the target audience and consistently make their way into the inbox.
"Björn Borg was willing to use the data they had available about potential and existing customers to be more relevant to their needs and preferences."
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