Sometimes a small spark is all it takes to start something big – that’s the best way to sum up email marketing, which Adsvantage added to its services for Holky z trhulast year. When done right, you quickly realize it’s a highly effective toolthat can improve campaigns, strengthen customer relationships, and increase return on investment.
Want to keep the best email marketing tips at your fingertips? Download our infographic completely FREE! 👇🏻
How did it all begin?
Last year, we helped the girls build their brand. Beyond a new visual identity, we focused on areas like audience segmentation, the use of large banners and smart bidding, and ROAS optimization.
In the fashion industry, where competition is fierce—especially in the era of fast fashion—this list is definitely not enough. One of the most important aspects is building a relationship with customers. When shopping for new clothes, women aren't just looking for the product itself, but also for support or advice , as if they were out shopping with friends.
“Automation was therefore the number one choice. The girls were already sending out emails, but due to the lack of automation, this channel wasn't efficient enough. At the same time, the importance of email marketing is being discussed in light of the potential end of third-party cookies—without it, it would be much harder to collect contacts and continue working with them, for example, in PPC campaigns.”
– Eliška Kalabzová, Email Marketing Specialist
And so, we got to work…
After our audit, we discovered that the only automation in place was a simple abandoned cart email based on a pre-set template. It lacked originality, especially in terms of its visual design. – just like regular newsletters with a repetitive structure that stood in the way of good deliverability and growing customer interest.
A plan that hit the mark
1. We implemented new graphic elements
First and foremost, we needed to adjust the templates based on the old brand manual. Our graphic designer, Nicole M., and specialist, Eliška, consulted on the layout of the new elements so that they would be functional, capture every customer's attention as much as possible, and at the same time evoke a sense of ease, naturalness, and authenticity.
2. We set up double opt-in
Or double confirmation of consent. A very simple way to:
- verify the accuracy of the email address,
- obtain consent for personal data processing,
- improve deliverability by reducing the number of undelivered emails.
Note – when setting this up, keep it simple so the reader can find the confirmation button as quickly as possible, while also ensuring the email doesn't end up in spam or the promotions tab.
3. We address, we call
In other words – we personalize. We use the customer's name both at the beginning of the email and in the subject line, if appropriate (this is not done manually, of course, but through automation, which we can help you set up). This reinforces the feeling that the email was tailored to the specific user. We then evaluate the effectiveness of personalization using A/B testing (e.g., we send a subject line without a name to half the database and one with a name to the other half).
4. We focus on segmentation
This increases the open rate (OR) and click-through rate (CTR) of our sent emails. Customers now only receive relevant, tailored offers (e.g., based on their clothing size).
TIP: You can collect data such as name, mailing frequency, or clothing size from customers when they sign up for your newsletter via a pop-up window, perhaps in exchange for a 5% discount.
5. We send unique codes
We create them in Shoptet, configure them according to client requirements, and insert them into templates using a custom merge tag. Their main advantage is that they can only be used once, so they aren't shared in social media groups or repeatedly misused. We generate them for welcome campaigns and birthday wishes, as well as for abandoned carts.
.avif)
6. We don't forget about (seasonal) pop-up windows
They are the simplest and most effective way to collect contacts directly from your website. We started with a general 5% discount on a dream outfit and a choice of clothing size preference. After filling it out, it was followed by double opt-in an email that reminded them of any unused discount.
With Christmas approaching, we changed the pop-up design to a call to purchase a gift voucher. To ensure we didn't miss out on new leads, we collected them using a slide-in bar.
What was the result?
Even though the automation has only been running for a few weeks, the results were almost immediate. Thanks to the welcome campaign, we have so far brought 345 new contactsinto the database, 166 of whom converted immediately during the welcome campaign. This email series achieved a 73% open rate (OR), and the click-through rate (CTR) was 27%. For regular newsletters, personalization and A/B testing increased the open rate by 50%Segmentation didn't fall behind either – we used the collected data to create a segment of VIP customerswho receive unique discounts and rewards. The aforementioned abandoned cart also achieved impressive numbers – here, the average open rate was around 48%.
What does the management of Holky think?
"Our company decided to expand and improve our mailing services. We were helped by the Adsvantage agency, with whom we have been working for over a year. Their Ecomail specialist designed several automations for us, which increased our revenue by several percent. She fine-tuned our pop-ups and recommended many other tips. I appreciate the professionalism and, in particular, the patience shown during the implementation and explanation of how everything would work."
– Karol Krupa, CEO
