1. Case Background
Zhejiang Zhiyu Information Technology Co., Ltd. is a cross-border e-commerce company focusing on the global sales of fashion products. It is a practitioner of China’s manufacturing upgrade, China’s design and China’s brand culture to the world. Its fashion B2C website JollyChic is a typical representative of fashion, personality, creativity, and the combination of European and American styles with traditional Chinese elements. JollyChic has always had a perfect marketing strategy. Of course, in terms of email marketing, JollyChic has reached a cooperation with Focussend, a leading domestic intelligent email marketing leader, as early as 2014 to complete the basic construction of email marketing. In 2015, JollyChic announced its official entry into the Polish market, so there is a greater demand for email marketing. Focussend helps JollyChic become a strong competitor in the Polish market and promote the development of Polish e-commerce.
2. Current situation analysis
In the previous stage of cooperation, JollyChic has completed the basic construction of email marketing. JollyChic website uses the dedicated channel of Focussend platform to send emails. Data cleaning, domain name resolution, ISP public relations, etc. ensure that emails are sent and delivered, especially the arrival rate of overseas emails far exceeds the industry level. Subsequently, JollyChic website implemented localized system construction for email delivery to enhance data security. In addition, personalized email design has greatly improved the user activity and loyalty of JollyChic website. However, in terms of the email life cycle, JollyChic website’s emails still lack systematicity and perfection, and cannot provide perfect user experience value.
3. Solution
In view of the current situation of JollyChic website’s email marketing, Focussend has formulated a complete email marketing strategy for JollyChic website. A comprehensive and complete intelligent email system uses trigger forms to improve transactional emails and marketing emails, and realizes cross-marketing and secondary marketing through system emails and personalized marketing content, and realizes multi-channel linkage marketing. Focussend has newly launched scenario-based email planning. After learning about it, JollyChic website selected five categories suitable for the development of cross-border B2C websites, namely “account management”, “product marketing”, “event marketing”, “festival marketing” and “care” for trial.
“Account management” emails are transactional emails for website registration accounts. Efficient and timely transactional emails can not only enable JollyChic website to clearly control the user’s account status, but also bring the ultimate experience to website users, maintain a good relationship and promote positive interaction. The three categories of “product marketing”, “event marketing” and “festival marketing” emails are mainly marketing-oriented, which are also the main needs of JollyChic website. The new product recommendation and free trial emails in the “product marketing” category just correspond to the “new product recommendation” and “free trial” columns of JollyChic website, which are in line with the marketing plan of JollyChic website products and can be more accurately marketed. “Event marketing” emails can meet the event marketing needs of B2C websites. At the same time, with multi-channel linkage, they can help JollyChic website achieve conversion brought by event marketing in all aspects. “Festival marketing” conducts marketing activities for current mainstream marketing festivals and traditional festivals, which can bring higher marketing continuity and periodicity to the JollyChic website.
“Care emails” are different from the above two types of emails. They can give users comprehensive care, reduce the sense of distance between users and the JollyChic brand, and let users feel the brand’s attention to them, thereby enhancing the brand’s credibility and brand image.
4. Implementation effect
Based on the previous email marketing, the JollyChic website experienced Focussend’s email scenario marketing. Focussend’s intelligent email triggering, multi-channel marketing activities, and automated user care have been highly recognized by the JollyChic website. The user activity of the JollyChic website has increased significantly, and the interaction of marketing activities has achieved conversion goals. Focussend’s background report is the best evidence. The opening rate of the JollyChic website is far higher than the industry standard level of about 8%, and the overall conversion effect has increased by 1.5 times. It can be said that the cooperation between JollyChic and Focussend is a win-win situation. It not only enables JollyChic to achieve its marketing conversion goals and become the strongest competitor in the Polish market, but also allows Focussend to effectively prove the feasibility of email scenario-based marketing.