Joyalukkas
Ecommerce Email Marketing Automation
Case Study of Joyalukkas
Read the ecommerce marketing automation case study of Joyalukkas
that made them step into the world of e-commerce.
Client Overview
Joyalukkas is a globally recognized jewelry brand, celebrated for its exquisite collections of gold, silver, and precious stones. With over 160 retail outlets across 14 countries, Joyalukkas has garnered the trust of millions of customers worldwide.
The Objectives
As the jewelry industry increasingly embraces e-commerce, Joyalukkas identified the need to establish a robust online marketing presence. The primary objectives were:
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Initiate Online Marketing: Launch and leverage online marketing channels to tap into the growing digital consumer base.
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Centralize Customer Data: Consolidate disparate customer email lists stored across various outlets into a unified, actionable database.
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Develop a Welcome Program: Design and implement an engaging welcome email series for new buyers and subscribers to enhance customer onboarding and retention.
The Challenges
Transitioning to a structured email marketing program presented several challenges:
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Fragmented Customer Data: Customer email addresses were stored in silos across multiple retail outlets, making it difficult to create a cohesive marketing strategy.
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Lack of Email Marketing Experience: Being new to email marketing, Joyalukkas required expert guidance to develop and execute effective campaigns.
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Building Customer Trust Online: Establishing credibility and trust in an online environment is crucial in the jewelry industry, where authenticity and quality are paramount.
The Solution
To address these challenges, Joyalukkas partnered with cmercury to craft a comprehensive email marketing strategy:
Data Consolidation and Hygiene:
Unified Customer Database: Aggregated email addresses from various outlets into a centralized database, ensuring data accuracy and eliminating duplicates.
Email Verification: Utilized cmercury’s email data hygiene tools to validate email addresses, enhancing deliverability and reducing bounce rates.
Welcome Email Program Development:
Personalized Onboarding Series: Designed a sequence of welcome emails tailored to new buyers and subscribers, introducing them to the brand, showcasing product offerings, and highlighting unique selling propositions.
Engagement Incentives: Incorporated special offers and personalized recommendations to encourage initial purchases and foster brand loyalty.
Behavioral Segmentation and Targeting:
RFM Analysis: Applied Recency, Frequency, Monetary (RFM) model segmentation to identify customer buying patterns and preferences, enabling more targeted and effective campaigns.
Customized Campaigns: Developed email content based on user behaviors such as past purchases, browsing history, and engagement levels.
Enhanced Email Deliverability:
Reputation Management: Implemented strategies to maintain a high sender reputation, ensuring emails reached the intended inboxes.
Performance Monitoring: Regularly tracked email performance metrics to optimize subject lines, content, and sending times for improved open and click-through rates.
The Results
The collaboration with cmercury yielded significant outcomes:
Increased Revenue: Achieved a consistent 300% month-over-month increase in e-commerce revenue solely through targeted email marketing initiatives
Enhanced Online Traffic: Attracted approximately 1.7 million website visitors per month.
Improved Email Engagement: Attained an industry-high email open rate of 17%, reflecting effective content and audience targeting.
Strengthened Email Reputation: Maintained a robust email sending reputation, ensuring consistent deliverability and engagement.
“cmercury email marketing platform & their customer success team totally changed our perception about email marketing. Your team proved to be absolutely reliable—they were insightful, understanding, and obliging throughout the engagement. Hence, we were able to run numerous fruitful campaigns to date. You were invaluable, and the rich insights you provided were of great help to us, and there aren’t many who are so open and dependable in their job. cmercury’s customer success team coordinated beautifully with our team and had quick turnarounds. We wish the team good luck!”
Manu Varghese
Previously served as the General Manager E-commerce at Joyalukkas
Conclusion
By partnering with cmercury, Joyalukkas successfully transitioned into the realm of email marketing, overcoming initial challenges related to data fragmentation and inexperience. The strategic consolidation of customer data, coupled with the implementation of personalized welcome programs and targeted campaigns, not only enhanced customer engagement but also drove substantial online revenue growth.
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