1. Case Background
Tarenza Group is mainly composed of Beijing Tarenza Technology Co., Ltd., and consists of many branches and subsidiaries at home and abroad. It has offices and storage centers in 10 regions at home and abroad. The group is mainly engaged in export cross-border e-commerce B2C business. It is a leading domestic integrated fast fashion cross-border e-commerce enterprise and a national high-tech and Zhongguancun high-tech enterprise. The company also operates multiple self-built e-commerce independent websites for the North American and European markets, owns multiple platform stores such as Amazon and eBay, has more than a dozen fast fashion brands, and many brands have entered the top ten platform categories and won the top ten most popular brands in the US market. Its Tidebuy website currently has 50 major categories such as wedding dresses, dresses, wigs, veils, accessories, wedding shoes, jewelry, ready-made clothes, electronic products, household items, etc., with a total of millions of products. It has more than 10 million registered customers from all over the world, and the cumulative shipping destinations are as many as 200 countries and regions. Overseas customers are spread across North America, South America, Asia, Africa, Western Europe and the Middle East.
2. Current situation analysis
Although Tidebuy has a large number of users and user activity, in terms of the email life cycle, the emails on Tidebuy also lack systematization and perfection, and cannot provide perfect user experience value.
In the email marketing process, a complete system email system is the most important part of the user life cycle, which can effectively improve the user click-through rate and email marketing effect. An email can give appropriate notifications at the key steps of the user’s shopping, and ultimately improve the user’s experience.
The user life cycle is a gradual process, which is based on four dimensions: acquiring potential users, existing users, strong user stickiness, and establishing brand loyalty. This will be conducive to the development and acquisition of potential users and increase conversion, retaining and reactivating existing users, effectively increasing users’ sense of dependence and consumption expectations, and cultivating users’ brand loyalty. All of these will increase users’ trust in the brand. It can be seen that in order to establish a brand image and increase effective channels for cross-selling, the construction of the user life cycle is essential in the email marketing process.
3. Solution
Event-triggered emails run through the entire life cycle of users, from the moment users search for information to the moment users become your communicators and promote your services or products to others. Let’s take the wedding dress brand promotion emails on the Tidebuy website as an example. Max, who is about to get married, needs to choose some items that can be remembered for a lifetime. How to prepare? In order to make his wedding more perfect, Max starts browsing the Tidebuy website and tries to search for wedding items. During the browsing process, if Max registers an account through email, he will receive the first welcome email on the first day.
Next, if Max continues to click and collect products, more corresponding emails will be triggered. For example, on the third day, Max will receive emails about related brand promotion, deepening user impressions, or introducing recent activities. On the other hand, the Tidebuy website is investigating user preferences, enriching user tags, and then recommending cost-effective products. In this way, on the seventh day, Max is likely to receive a recommendation email for hot-selling products.
If Max adds the product to the shopping cart but does not place an order, then one hour after adding it to the shopping cart, a discount email will be triggered. The email contains a discount code valid within two weeks and the product added to the shopping cart, which will greatly stimulate Max’s desire to buy and facilitate the transaction of the order.
4. Implementation effect
After such a life cycle, Max went from a potential user to a registered user, and finally became a customer and loyal member of the Tidebuy website with the help of emails. From the above case, we can see that the more user clicks and browsing behaviors are collected, the easier it is to generate email product lines, and the more accurate the email delivery will be. At the same time, the construction of the life cycle will be more perfect.