“Despite all the challenges, we were 100% positive to turn the crisis into a huge success story. Hence, we doubled our efforts in email marketing, and with the help of dotdigital’s amazing hands-on team, we integrated re-targeting campaigns that helped us target and capitalize on lapsed customers,” added Sandradee.
St. Frock strengthened its email marketing through re-targeting campaigns – automating non-converters into Facebook and Google ads, SMS for specific campaigns, and leveraging the recency, frequency, and monetary (RFM) value model tool. The RFM tool enabled St. Frock to create highly targeted customer lists and streams within automation to help drive additional revenue.
The brand also created an abandoned browse program utilizing dotdigital’s automation and web insight tools and the re-targeting feature. This feature directs customers back to their browsing category and then follows them up on social channels, encouraging them to purchase.
“We have few interesting projects lined up in the coming months. In addition to Black Friday, we plan to run customer/ database acquisition programs through collaborations with well-known brands – Marley Spoon, Temple & Webster, and Adore Beauty. The month-long lead generation program will have a prize value of more than $3,500,” said Matt Page, eCommerce & CRM Manager at St. Frock. “As part of our social campaign, the team is also working with micro-influencers across TikTok and Instagram. St. Frock is looking at rebuilding lifecycle programs, taking them to the next level with refined segmentation,” added Matt.