MASTERCUBESTORE
Scaling to europe with localized email marketing
- MARKETS:
Increase in email signups
Increase in email attributed revenue
Repeat purchase rate vs non-subscribers
Increase in Revenue Per Recipient in retargeting flows
OVERVIEW
MasterCubeStore is Europe’s largest e-commerce retailer in the IQ puzzle and speedcubing niche.
When we first started working with them, they wanted to drive more initial and repeat purchases through email marketing but faced several challenges:
- The email marketing program had been neglected for several years in their home market.
- They had expanded to multiple new markets but hadn’t implemented a localized approach to email marketing.
- Their marketing automation setup was outdated, with both design and messaging in need of an update.
- They lacked a structured approach to segmentation and campaign planning to ensure consistent sendouts.
Based on this, we created a strategy and a roadmap with the goal of revitalizing the email program, supporting their expansion and ultimately increasing revenue.
Partnering with JOURNI has been a game-changer for our email marketing. We’ve seen massive growth across all markets. Email is now one of our top-performing marketing channels
240% increase in email signups – without compromising conversion rates from lead to customer
Our first goal was to increase the intake of new leads to work with.
To accomplish this, we took a data-driven approach to optimize popups across the site, starting with offer testing, moving on to design and copy.
We also made sure to capture zero-party data about their “cubing level” and interests at signup, in order to personalize the customer experience to the individual. For instance, this enabled us to curate content to gift givers – eg. “The Cubing Gift Guide” – and enthusiasts – eg. “Top 3 best speedcubes right now”.
300% increase in email attributed revenue in the danish market and localization across storefronts
After securing a steady flow of leads to work with, the next steps were:
Revamping, expanding and localizing a full marketing automation setup
Creating a framework for ideation and campaign planning
Marketing automation
We started out by implementing a full marketing automation funnel, complete with lifecycle emails (e.g. welcome, post purchase etc.), retargeting flows (site- browse- cart and checkout abandonment) and more.
The results across the board has been significant
An example is the Abandoned Checkout flow, where we implemented a segmented approach with different incentives based on value and existing customer relationships, which resulted in a 37% increase in revenue per recipient.
Campaigns
Together with the MasterCubeStore team, we created a campaign planning process to ensure consistent planning, production and variety.
The process consists of:
- Monthly planning meetings
- Variety monitoring, ensuring a mix of promotional, educational, inspirational and engaging campaigns
- Ongoing analysis of results, ensuring continuous improvement and guiding our future campaigns and incentives
Campaigns have gone from being a “once in a while” thing, to consistently driving revenue and engagement every month, and in itself being an important revenue stream for the company.
Localization
Being a niche store, MasterCubeStores growth is closely tied to their ability to expand into new markets.
To support this strategy, we implemented a workflow and process to consistently and affordably localize emails to each market, both in terms of campaigns and automations, through the use of AI, human quality assurance and feedback, ensuring that translations get better and more on brand over time.
The result is a streamlined email operations setup, localized and cost efficient email production, and attributed revenue percentages rivaling the Danish account across all new markets.