Case Study Salesmanago AI Marketing Automation at Yves Rocher

Boost Your Email Marketing Efficiency

Yves Rocher uses the Salesmanago solution to dynamically personalize its offers, boosting email efficiency by 1200% while also increasing the number of generated leads.

Yves Rocher is a top European producer of natural cosmetics. The company enhances its products' quality, which they regularly test and constantly upgrade.

Yves Rocher - a SALESmanago Case Study

Challenges:

With SALESmanago, Yves Rocher wanted to boost their online sales, streamline the new customer acquisition process, increase the number of leads and turn more website visitors into clients.

The well-known beauty and cosmetics producer wanted to:

• build brand awareness
• increase website traffic
• increase the number of generated leads
• organize database segmentation based on previous interactions with the site and eventual transactional history of clients
• implementing marketing automation solutions for the beauty industry and personalize the email communications
• create a long-term relationship with customers

Solutions:

Yves Rocher focused on personalized 1-to-1 email communication and website recommendation frames.

The SALESmanago marketing automation software was integrated and used for:

• Database segmentation

The system allows you to segment your contacts by adding tags. For example, Yves Rocher customers were divided into specific categories such as “new contact,” “newsletter subscriber,” “buyer,” and so on. More in-depth segmentation took place at the group level, enabling Yves Rocher to decide faster what message to send and whom.

The personalized approach generates an immediate impact on how brands are perceived. It also improves results as people receive only information they are interested in, instead of being bombarded with disturbing general ads.

• Lead nurturing

Using the marketing automation solution for e-commerce , you can predefine workflows and create welcome and triggered email series to expose new leads to customized educational content based on their interests.

• Contact forms and integration with CMS.

The contact forms allow you to collect whatever data you may find necessary to develop new smart campaigns. For example, Yves Rocher could customize their own forms based on their particular needs and marketing goals.

• Dynamic 1-to-1 emails and abandoned carts recovery

With the SALESmanago solution’s help, Yves Rocher could approach site visitors based on their previous interaction with the web page. Furthermore, customers with items in the shopping cart, who never made it to payment, received a personalized email reminding them to complete the buying process.

• Birthday emails

Yves Rocher could segment and send birthday messages and special offers to those willing to stay in touch with them.

• Website recommendation frames

“Frames” present sets of complementary products, like “shampoo and conditioner,” with information about available discounts.

• Dynamic pop-ups

Pop-up content depends on the users' engagement with the site. Yves Rocher recommended products that were more likely to be appreciated by each client in part based on his/her previous interaction with the web page.

Results:

• 1200% growth of email efficiency thanks to dynamic messages compared to the bulk product communication
• Birthday communication efficiency 200% higher than in the case of standard mass email campaigns
• The average open rate of dynamic email campaigns grew by 50%, and CTR increased by 15%.
• 30% of all new users bought the suggested product sets displayed on dynamic banners during their first purchase.

“Thanks to the CRM module, which is a part of the SALESmanago system, Yves Rocher had access to customers' behavior on their website and was able to understand their needs better. Implementing automated processes increased the engagement rate and allowed the reactivation of passivating customers at the right moment. Real-time monitoring enabled better segmentation leading to improved personalized communication that finally turned into more happy customers. SALESmanago solution contributed to the growth of the market flow in our online channel."

KAROL Bzymek

Head of Digital and IT CEE @ Yves Roches

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