TRANSFORMING SUBSCRIPTIONS - Emarsys
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TRANSFORMING SUBSCRIPTIONS
USING PERSONALIZATION & SMART ONBOARDING
EASONS.COM: SUCCESS AT A GLANCE
Easons.com revitalized their email channel by infusing content with AI-driven recommendations and developing automated
two-way customer engagement campaigns at scale.
In order to align the performance of email with their online and Smart, multi-step campaigns encouraged contact
offline channels, Easons.com needed to address the issue of interactions, which fed the personalization engine and
silent subscribers, which resulted in lots of signups which never allowed Easons.com to automatically increase personalization
converted. with each step of the program, boosting brand awareness,
engagement, and ROI.
Using the Emarsys B2C Marketing Cloud, they turned their
contact database into a stepping stone for engagement
automation, transforming the way contacts were treated
from the moment they registered.
+243% Email Revenue +170% Open Rate
increase through engagement automation increase from AI-driven personalization
“Like a lot of retailers, we were experiencing
diminishing results year-on-year from
newsletter blasts to our database. We
needed to modernize our email strategy
and undertake database management,
segmentation, targeting, and dynamic
product recommendations.”
- James McCahey, Digital Marketing Manager, Easons.com
THE CHALLENGE
The Easons.com marketing team were successfully engaging website customers, but needed to address the growing issue
of silent subscribers, where registrations became one-off interactions. With a proven web channel, and having won a Retail
Excellence Ireland 2012 award, Easons.com wanted to better take advantage of their data and use it to improve their email
campaign results.
Easons.com needed a technology platform that would support their marketing team in driving engagement and retention,
and enable them to:
MAKE DATA MEANINGFUL
With data generated across online and offline sources, Easons.com needed to transform disparate, one-
off interactions into meaningful information that they could harness. They knew that understanding the
data would allow them to build relationships with their online customers in much the same way as their
colleagues could in brick-and-mortar stores.
PERSONALIZE CONTENT AT SCALE
Easons.com wanted to be able to provide the same rich experience in email as they could on their
website, by moving away from generic, impersonal mail blasts, as they identified this as harmful to their
engagement rates. Creating relevant and engaging content was also seen as a key factor in bringing
dormant contacts back to the website and boosting conversion results. In other words: personalization
was key.
CREATE RICH CUSTOMER JOURNEYS
The Easons.com subscription process generated high numbers of silent subscribers, where contacts
would sign up for a newsletter, but then never open a mail, or complete a purchase. The marketing team
did not have enough information from the initial registration process to engage contacts in a way that
would encourage them to return and turn into active customers.
THE SOLUTION
The Emarsys B2C Marketing Cloud offered the perfect blend of technology Easons.com needed to meet their objectives.
With powerful data unification, AI-powered recommendations, and easy multi-step automation, the Easons.com online
subscription process was transformed and became a fundamental building block of their email campaign strategy.
The agile technology and power of the Emarsys Marketing Cloud transformed online subscriptions into a two-way
engagement process, using:
1. ENRICHED DATA WITH EXTENDED REACH
All Easons.com data was consolidated and matched using smart
algorithms, which presented a single customer view with key
engagement indicators that could be used across their entire marketing
strategy. The Easons.com marketing team now had access to detailed
information about users, populated with the freshest activity data for
each individual customer, including email and web interactions.
2. AI-DRIVEN PRODUCT RECOMMENDATIONS
With activity data captured and fed into the Emarsys recommendation
engine, Easons.com were able to easily include widgets in
campaigns that dynamically presented the most relevant product
recommendations to each individual as the email was opened. The
ability to accommodate relevant, personalized content, at scale,
significantly reduced campaign production overheads and strengthened
customer loyalty.
3. EFFORTLESS CUSTOMER JOURNEYS
Subscriptions were transformed from single transactions into
automated programs, with content and incentives designed to
encourage engagement and create meaningful customer journeys.
The more each contact engaged, the more they would benefit in each
subsequent email throughout the welcome program, both directly from
incentives, and indirectly from product recommendations.
“We turned the email channel
results around by implementing a
mix of automation, segmentation,
and targeting, as well as including
recommendations in our strategy.”
- James McCahey, Digital Marketing Manager, Easons.com
THE RESULTS
Easons.com turned their email channel into a cornerstone The automated execution capabilities, paired with fresh
of their business, that now offers exceptional, personalized and consolidated activity data, enabled the marketing
customer experiences, aligned with their website and in- team to automate relevant personalization for each and
store channels. every customer, turning their email channel into a growth
powerhouse.
With the content management capabilities of the Emarsys
B2C Marketing Cloud, the newsletter registration process With dynamic, AI-fueled recommendation placeholders built
was transformed into the stepping stone for conversions, into every type of mail, the Easons.com marketing team no
and significantly improved the performance of their email longer needed to factor content personalization into their
channel. campaign production.
+66% +154% +10.50%
increase in email channel increase in web site traffic email revenue generated by
revenue contribution from email recipients Welcome Program recipients
Easons.com is the online presence of Eason, launched in Emarsys is a leading global provider of cloud marketing
1998 to complement the 60 retail stores across the Republic software for B2C companies, and the first B2C Marketing
of Ireland and Northern Ireland. They are an online retailer Cloud. The company provides actionable intelligence to
selling both books and ebooks, and provide the online enterprises targeting their customers, combining machine
presence for Eason, which was originally founded in 1819. learning and data science with true personalization and
multichannel delivery to reach customers most effectively,
Winner of the Retail Excellence Ireland award for National while maximizing engagement and results. With more than
Website of the Year in 2012, Easons.com is a trusted source 500 employees in 16 global office locations, Emarsys serves
for books, stationery, and more. more than 1,500 clients in 140 countries.
www.easons.com www.emarsys.com
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