Overview:
An upmarket luxury jewellery brand based in the UK wanted to understand how they can increase conversion of their prospects using email campaigns.
The Challenge:
The UK based luxury jewellery brand acquired a high volume of emails through competition and sign-ups however, their conversion rate remained low. Starcount’s challenge was to increase conversion using email marketing.
Objectives and Approach:
We were able to segment and enrich the luxury jewellery brands’ prospects into 3 affluent groups. Starcount data was able to identify the interests of each group and how these interests would encourage them to make a purchase. Using this data we gave personalised content and imagery suggestions for new email campaigns for this brand to use.
The segments we found were:
- Affluent Shoppers, who care less about the price
- City Dwellers, who were within easy reach of a showroom
- Edgy and On Trend, prospects who were likely to be one-time purchasers of distinct and iconic pieces
Results:
- Segmenting prospects into three groups and personalising content delivered an average 19% increase in email open rate
- The Affluent Lifestyle segment saw a 55% increase in email open rate
