This is a guest blog post written by Cin7 partner, Marsello. Learn more about our partner program.
Email marketing is a key sales tactic for retailers and product sellers, so it’s important to have an active, responsive database. That means consistent or growing engagement (open and click rates), a high repeat purchase rate, and growing average customer lifetime value.
In this article, we’ll look at how Cin7 and Marsello customer Merrell NZ builds their customer database, which boasts a 15% repeat purchase rate and an average purchase frequency of 3.5x.
|Did you know? 50% of consumers buy from marketing emails at least once per month, and 59% say that marketing emails influence their purchase decisions (Salecycle, 2022).|
Merrell NZ use a clever tactic to ensure the best quality contacts are added to their database: They ask for more than just an email address.
This might seem contradictory — surely the more information you ask for, the fewer leads you get? But Merrell NZ know that their most valuable customers are those who are willing to give just a bit more information.
This pop-up has a 25% sign-up rate. That’s incredible.
Here’s why the pop-up works:
For a business that understands how valuable its database is, this tactic is perfect.
|Top 3 Pop-Up Mistakes:
Merrell NZ is building even stronger relationships with their customers with automations. Triggered when customers take a specific action or meet certain criteria, automated emails help Merrell NZ deliver a highly personalized customer experience.
Marsello “gives us the opportunity to link customers from our retail and web stores, work around customer retention and automate email marketing flows in a really clever way,” says José Matiz, Retail Manager for Merrell NZ.
“For us, Marsello was a game-changer, we have been using it for over a year. We started with email marketing and now moved on to loyalty programs and several automations, it’s amazing,” says José.
Above: Merrell NZ’s abandoned cart automation, set up in Marsello.
Automated emails, triggered by a customer action, get 8 times more opens than manual, bulk emails. Here are two very effective automations you can set up in just a few clicks:
Customer segmentation is the process of dividing customers into groups, allowing retailers to do more targeted and effective marketing.
Segmentation is a powerful antidote to poor database engagement and low email open rates. According to research by Hubspot, 78% of marketers reported that segmenting their database is their most effective email marketing strategy. In an analysis of more than 100,000 emails, Hubspot found that segmented email lists had 12% higher click-through rates than emails sent to an entire database.
You can segment your database in any number of ways, allowing you to discover and create different cross-sections and niche subgroups within your database:
Merrell NZ’s average repeat purchase rate across the database is 15%, but some groups of their customers purchase more frequently than others. Merrell NZ uses loyalty program tiers to create segments of their most engaged customers for VIP marketing.
Above: Segment your marketing lists with Cin7 + Marsello.
Sending targeted marketing to your best customers, like this, is smart. Roughly 80% of a business’s profits will come from 20% of its customers—that is, your regulars. These customers are brand-aware, highly likely to engage with your emails, and are very unlikely to unsubscribe.
Retailers can also send more frequent messages to those who are loyal brand followers (although you’ll see your best engagement if you don’t send more than five emails per week).
Powered by Cin7 and your e-commerce data, Marsello works seamlessly in-store and online to provide a true omnichannel customer experience.
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