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07/01/2022

L’Occitane creates ‘fear of missing out’ in promotional emails

Dan Berthiaume
Senior Editor, Technology
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L’Occitane is connecting real-time data to promotional emails.

A global beauty and skincare products retailer drove digital Black Friday sales by integrating customer polling data into targeted emails.

L’Occitane, which already sent out highly personalized marketing emails, decided that for Black Friday 2021, it would drive “fear of missing out” (FOMO) by instilling a sense of urgency to buy promoted products. To create buzz and encourage Black Friday purchases, the retailer displayed the number of shoppers who bought a trending item that week, so email recipients were tempted to follow suit.

Using the Movable Ink behavioral tracking pixel, L’Occitane automatically displayed the highest trending products with the most accurate number of purchases that were made at the time of send. The company also leveraged Movable Ink’s progressive polling functionality to seamlessly collect zero-party data, generated when a customer clicked on their favorite type of product within the email, enabling it to capture that purchase intent.

L’Occitane then used that chosen preference for upcoming promotional emails to target relevant messaging and discounts that help drive purchases. For example, if the customer clicked on the “Fragrance” option in the initial progressive polling email, they were retargeted with a discount banner in the follow-up send that highlighted a 20% off sale, including fragrances.

Furthermore, using Movable Ink’s Map Helper tool, L’Occitane created a custom evergreen module placed at the bottom of its Black Friday emails to indicate the customer’s nearest L’Occitane store, including the address, store hours, and phone number.

To take it a step further, the retailer deep-linked Google Maps into the email so the customer could get directions to their specific store with a click of a button. Results for L’Occitane included a lift in average transaction value, with year-over-year growth of 7% across the retailer’s four-day Black Friday campaign.

Farfetch optimizes email language
London-based online luxury fashion retailer Farfetch also optimizes the brand language it uses in its digital marketing campaigns to enhance customer engagement, Farfetch utilizes the Phrasee Engage solution, which creates optimized, on-brand content for use across email, push, and SMS text broadcast campaigns.

Initially, the company piloted Phrasee Engage to optimize the subject lines in broadcast campaigns targeted to a chosen group of customers or subscribers, such as promotional messages to promote purchasing a specific item.

After seeing positive results from Phrasee Engage, Farfetch started piloting Phrasee React, which leverages real-time brand language optimization to create personalized short-form content for trigger and lifecycle campaigns across email, push and SMS.

Trigger and lifecycle campaigns are communications that are automatically sent based on a subscriber's particular action or behavioral pattern. These can include welcome messages to a customer after signing up or post-purchase. These campaigns included its welcome emails, abandoned basket, browse, and wishlist.

Specific results from the Farfetch Phrasee rollout include a 7.4% average uplift in email opens, 25.1% average uplift in click rates per campaign in broadcast campaigns. In trigger & lifecycle campaigns, the company has seen 31.1% average uplift in open rate and 37.9% average uplift in click rates across its abandoned browse, basket, and wish list campaigns.