JoJo Maman Bébé is a UK-based multichannel maternity wear and baby clothing retailer. Founded in 1993, the brand today has over 90 stores across the UK and Ireland.
In the wake of the global pandemic, the brand’s main challenge was to adapt an in-store potty-training event into a virtual event, and communicating this to its database via email. JoJo Maman Bébé is an omnichannel brand with over 90 stores, and a key challenge was driving sign-ups among its customer base, many of whom will have been more comfortable with traditional shopping in physical stores and so may feel less accustomed to digital shopping and events.
The campaign promoted a virtual potty-training event to be hosted on Zoom by an expert. To avoid alienating customers the creative was simple, presenting the event details in an accessible way. In clear, separate steps it outlined: what to expect from the session; the dates and times available for booking; and a discount code for 15% off potty-training essentials. The main call to action was to join the event, with most of the email (including the header image and top CTA button) linking through to the event page on the brand website which held further information. The banner promoting the discount code for 15% off potty-training essentials also linked to the relevant product page. In order to reach the most appropriate customers, the in-house dotdigital users worked closely with the brand’s data team, using purchase behavior data to identify customers with children within a potty-training age bracket.
With a changing retail environment, JoJo Maman Bébé was super-reactive and adaptive to change, effectively communicating with customers and delivering a safe virtual event with success. This was one of the most high-achieving campaigns of the season for the retail brand, driving the highest engagement and revenue per recipient. What’s more, the event was fully booked just hours after the campaign send – highlighting the efficiency of the email.
The campaign results – compared to average email data from spring/summer 2020 – highlight the amazing success of the virtual event:
- Open rate: +42.86% higher than average (39.73% vs. 27.81%)
- Clickthrough rate: +328% higher than average (13.14% vs. 3.07%)
- Click-to-open rate: +195% higher than average (33.07% vs. 11.2%)
- Revenue per recipient: +270% higher than average (£0.10 vs. £0.02)
Many of the top-selling items from the email campaign were from the potty-training category, showing that the 15%-off code was a successful conversion-driver paired with the event invitation.
Following the success of the campaign JoJo Maman Bébé have continued to communicate virtual events to their customers, including child development, speech, and language events, providing further much-needed support, education and entertainment to children and parents throughout the pandemic. The brand’s marketing team have also planned lots of exciting Christmas content to help parents keep little ones entertained during the festive season, from Christmas crafting to a Nutcracker ballet lesson!
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