Thomas significantly raises revenue with personalized customer email using Dotdigital

Integrate website and personalized email marketing for a seamless customer experience

The company prides itself on offering an intuitive digital shopping experience and wanted to improve this further to acquire new customers and foster long-term loyalty. Thomas recognized that by integrating its website and email marketing it would be able to offer a seamless, consistent, and personalized multi-channel experience. To achieve this goal the company enlisted the expertise of Dotdigital.

Using real-time data to engage customers throughout their journey

Integrating the Dotdigital platform with Thomas’s Magento e-commerce system enables real-time data to flow between purchasing actions, website behavior, and email engagement. Catalina Juez at Thomas explains: “We have been able to design a customer journey that ensures every email communication sent to a customer is timely and relevant at their stage of the buying cycle.”

Examples of communications include welcome messages when a new customer subscribes to the Thomas newsletter, purchase confirmation emails and related product advice, personalized birthday offers, and re-engagement promotions. Catalina adds: “After a successful transaction, customers receive their order details Magento, followed by a helpful email automatically generated by the Dotdigital platform, such as recipes they can cook in their new Air Fryer. This follow-up email reinforces the relationship with the Thomas brand, providing our customers added value by helping them to get the most from their new purchase.”

Dotdigital is also helping Thomas maximize revenues from remarketing including automated cart abandonment emails, and incentivized messages that connect with customers who have recently engaged with the brand but have not made a purchase, as well as people who have not visited the website in a specified period.

“The cart abandonment email program uses behavioural data to create and send personalized recommendations and incentives based on the content of the customer’s shopping cart,” explains Catalina.

Relevance drives retention and revenues

The ability to personalize communications based on customer behavior and purchase preferences has allowed for greater relevance and resonance with Thomas’s customer base. Catalina continues: “Dotdigital enables us to tailor the content and timing of emails. We can monitor performance and adjust our approach in real-time to ensure our tactics are optimized for maximum effect.”

Thomas has created a welcoming and rewarding online shopping experience that builds long-term customer loyalty. Catalina concludes: “The results have been remarkable, increasing customer retention rates, heightening loyalty, and generating a significant rise in revenue through reactivation campaigns and promotions.”