Automating the post-purchase journey helps business publisher Kogan Page improve conversion rates
Brand: Kogan Page
Designed and developed by: Sehar Nizami
Subject line: Thank you for your recent purchase with Kogan Page
What data was used?
The data was collected from customers who had made a purchase on Kogan Page’s website.
- Deliver a consistent automated post-purchase experience
- Increase subscriber conversions
What makes this a performing campaign?
Kogan Page’s marketers understood that the best way to determine if something works is by testing. They knew that automation could be a powerful tool that could help them increase transactions and boost revenue from their transactional emails. Therefore, they developed a post-purchase automated program that was sent to those customers who had made their purchases online.
In order to test whether the automated program was the best option to achieve their goals, they sent the same ‘thank you for your recent purchase’ campaign as a single email. This email was sent to those subscribers that had made a purchase on Kogan Page’s website.
The automated post-purchase program has been a complete success for Kogan Page. The single email campaign made £0, yet the same email as part of the automated program saw £200 in revenue during the first month.
The single campaign resulted in a 46% open rate and 8% CTOR; and the same campaign in the automated program resulted in a 55% open rate and a 12% CTOR.
These results have proved that automated programs created in correspondence to the customer’s journey are an efficient way to maximize ROI.