How hummel transformed their e-mail marketing with Raptor and SJURE SOLUTIONS
About
With over 350.000 e-mail subscribers and a growing assortment of styles, hummel needed an e-mail setup that is both scalable and relevant across segments.
Until recently, most e-mails were sent manually. For each campaign, the team would pick a selection of products, spend hours editing product images in Photoshop, and send them out to a broad group of receivers, hoping they hit the mark.
The:
More relevance, less routine
- Send more personalized, automated e-mails that match each customer’s interests and online behavior.
- Reduce the time spent selecting products and designing content for each send-out.
- Use customer data more effectively rather than rely on gut feelings for their campaigns.
They started working with Raptor’s E-mail Recommendations and Triggers, and in close collaborations with SJURE SOLUTIONS and Raptor, they’re building a targeted e-mail setup that slowly eliminates the need for manual campaigns.
Here’s how they’re doing it:
Customized Feeds:
Combining data and strategy
To make this process easier for Emma and Louise, they’re now using Customized Feeds – a Raptor feature designed to combine chosen strategies (like specific collections, categories, or age groups) with personalized recommendations.
In other words, each receiver will get a personalized recommendation within a set of products picked by the hummel team.
And the results were beyond impressive.
In split tests, send-outs using Customized Feeds saw an average of:
%
higher click rates
%
more revenue per e-mail
These results prove that when customers are presented with products that match their intentions and behavior, they’re a lot more likely to click and make a purchase.
What’s even better, the Hummel team doesn’t have to spend unnecessary time hand-picking which product goes in the e-mail. All they need to do is pick a wide set of products and the Raptor algorithm picks what each receiver will see.
Layout Designer:
A major time-saver
One of the biggest timewasters in e-mail marketing is layout editing:
For every product that goes in a newsletter, the team has to spend time editing layouts and splashes individually in Photoshop. And when hummel’s marketing team sends as many as 3 newsletters per day, the workload adds up.
That’s the exact pain the Layout Designer is made to avoid.
With the Layout Designer, hummel can:
- Set up different layouts and apply designs and splashes across all product images.
- A/B test layouts with and without prices or other splashes.
- Publish updates across all markets in minutes.
Right now, the team has access to 14–15 layout versions, all styled to match their web design and different campaigns.
Trigger e-mails:
More relevance at the right time
Right now, Louise and Emma are experimenting with 4 versions of the Category Interest trigger – a trigger that shoots when a customer has visited a particular category regularly within a defined period of time.
Here, the collaboration with SJURE SOLUTIONS has been a big help for Louise and Emma, as they’ve received a helpful outline to help them prioritize their next actions.
The triggers are currently performing very well, and the more triggers they get up and running, the fewer manual campaigns they will need to send out.
Making personalization easier with SJURE SOLUTIONS’ custom block
The block uses checkboxes and levers to control what’s shown. It’s quick to configure, easy to understand, and makes it simple for others to jump in, as it requires no technical skills to use.
What’s next?
- Customized Feeds split tests show 20% higher click rates and 782% higher revenue on average.
- The team is saving whole days of manual labor thanks to the Layout Designer.
- E-mail marketing from hummel is not just more personalized but also easier to work with using the custom block and support from SJURE SOLUTIONS and Raptor.
So, what’s next? Abandoned cart triggers are about 90% ready, and price drops, favorite products, and product interest triggers are high on the list.
Hummel’s e-mail marketing has already undergone a big transformation in a short time, and they’re not slowing down.
With early split tests already showing impressive results, the hummel team is excited to continue developing with Raptor and SJURE SOLUTIONS – and to explore how much more revenue can be unlocked in the long run.
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