Transforming Clovia’s Email Marketing with
SmartSend
Client Profile
Company Name: Clovia
Industry: Lingerie & Clothing
Clovia, one of Asia’s largest online sellers of women’s innerwear, offers a diverse range of lingerie, sleepwear, activewear, and personal care products. With a commitment to comfort, style, and affordability, Clovia has built a loyal customer base across India. However, despite their strong brand presence, they faced a decline in revenue and engagement from their email marketing program.
The Challenges
Clovia’s email marketing campaigns were experiencing:
Declining email open rates
Ensuring emails reached and engaged their audience.
Lower email engagement rates
Increasing email open-to-click (CTOR) rates.
Fewer email-driven conversions
Driving more purchases through email marketing strategies.
Revenue generation concerns
Maximizing the financial impact of email marketing efforts.
Solution: SmartSend vs. Traditional Email Marketing
To optimize Clovia’s email marketing performance, we meticulously analyzed the impact of two key email distribution approaches:
SmartSend
Scheduled Bulk Release
Our objective was to assess their influence on crucial email engagement and sales metrics. Between February 14th and 28th, 2024, we implemented and monitored these strategies. The results were conclusive—SmartSend emerged as the most effective email marketing method.
Key Findings & Impact
Higher Email Open Rates & Engagement
SmartSend led to a 12.4% higher email open rate than Scheduled Bulk Release.
Improved Email Open-to-Click Rates (CTOR)
Audience interaction improved significantly, with SmartSend achieving 2% CTOR compared to .8% in bulk batch-and-blast email deployments.
Superior Revenue Generation
SmartSend generated 2.6x more revenue than Scheduled Bulk Release and double the revenue of Distribution Sending.
Boost in Email Conversions
SmartSend delivered 3.2 times more email-driven conversions than Scheduled Bulk Release and twice as many conversions as Distribution Sending.
“Partnering with cmercury has been a game-changer for our email marketing strategy. Their innovative SmartSend scheduling has significantly boosted our engagement and revenue. We saw a remarkable increase in conversions and sales, with SmartSend delivering 2.6 times more revenue than our previous bulk email approach. The automation and precision targeting have made our campaigns more efficient and effective. cmercury’s expertise in email marketing has truly helped us maximize our potential!”
Neha Kant, Founder & Director, Clovia
How SmartSend Worked
SmartSend involve sending batches of emails over a defined period, spaced out at strategic intervals rather than all at once. For Clovia, we applied the SmartSend strategy as follows:
Targeted 150,000 active email subscribers in staggered email batches.
Emails were sent in increments of 10,000 users every 5 minutes to maximize engagement.
Eliminated manual intervention—cmercury's email automation system managed the email scheduling seamlessly.
Additional Email Optimization Strategies
Beyond adopting SmartSend, we implemented complementary re-engagement strategies to further enhance Clovia’s email marketing performance:
- Re-Engagement Email Campaigns – Targeted non-transactional and inactive email subscribers (last 90 days) with single-image email mailers and exclusive coupon codes to boost email engagement.
Conclusion
Clovia’s transition to cmercury’s SmartSend Scheduling proved transformative for their email marketing program. By leveraging an automated, data-driven approach, Clovia achieved:
- Higher email engagement levels (boosted open rates and click-to-open rates).
- Increased revenue generation (2.6x revenue vs. Scheduled Bulk Release).
- Stronger email conversion rates (3.2x more conversions than Scheduled Bulk Release)flow.
Final Takeaway
Clovia’s success highlights the power of precise audience targeting and automated email scheduling. Businesses looking to enhance email engagement, increase revenue, and optimize email performance should consider SmartSend as a core strategy in their email marketing efforts.
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