Introduction

We want to show off. With a clientBonamiWe've managed to bring about an almost unbelievable change.Over the course of the month, we achieved a 42% increase in revenue on the Czech market, and wesent 45% fewer emails. And we're seeing similar results in other markets as well. How is that possible?

Data Before Assumptions

Bonamiis a large online store with very active communication. For this reason, they had implemented their own preference center, which allowed customers to set the frequency of communications:

  • daily (OD) – sent daily
  • weekly (OW) – sent twice a week
  • Specials Only (SO) – about once a month

However, if a customer did not actively select any of the options in the preference center, daily communications were sent to them. The reasoning behind this was that the more emails sent, the more revenue would be generated.

Pro Bonamiwe have set up a preference center on the Targito side that is strictly data-driven. We have created a new targeting logic that preserves the client’s segmentation practices (OD, OW, SO) while still being guided by customer preferences. The data source includes behavior in email, on the website, and in orders. However, we also take into account the customer’s opinion; they have an active choice and can adjust the frequency themselves.

What led to this?

BonamiIn the summer of 2023, Bonami decided to take advantage of our new services—regular, dedicated time with a Targito specialist who further develops the client’s email campaigns according to a predetermined plan. One of the first activities we carried out under this new collaboration model was changing the segmentation based on mailing preferences. Our primary goal was to establish the correct approach to managing contacts. Following the new segmentation, we expected to see improved deliverability by sending emails only to customers who are genuinely interested in our offers.

What has changed?

It’s safe to say that it’s absolutely everything. A positive change is evident across all the metrics we tracked. In many cases, the increase is even in the double digits; for example:

How long does it take to see a change?

There is a need to monitor each country and optimize its approach based on local results.

What does the client say about it?

“Together, we were able to significantly improve and streamline how we work with our contacts in a short amount of time, which immediately had a positive impact on our metrics. Thanks to a specialist from Targit, we saved not only time but also our team’s limited resources. What we at Bonami had been trying to achieve for a long time, we were able to design and implement with Targit in just two months.”Tereza Michalcová, Bonami. Project Manager Barbora Šmídová adds:“We began working more intensively with Bonami, and as our first major step, we chose to optimize our customer segments, making greater use of existing customer data to ensure our email campaigns were as targeted as possible. We analyzed customer behavior (in orders, on the website, in email campaigns, etc.) and preferences so that we could create specific segments for different customer groups. This case study with Bonami confirmed that the proper use of data and targeted segmentation are key to email marketing.”

Are you at your wits' end, feeling that you simply can't make such changes amid the whirlwind of your daily routine? That's exactly why Targito services are here.Take advantage of our specialists' time and expertiseand let us work on developing your campaigns. And feel free to let us handle even the day-to-day tasks that take time away from more strategic work. All you have to do iscontact your project manageror fill out the contact form below.