Zizzi x Raptor
How Zizzi boosts revenue, clicks, and conversions with E-mail Triggers
Zizzi is a major player in plus size fashion, delivering trending and well-fitting styles made especially for women sized 42-64.
With more than 120 concept stores across Northern Europe, Zizzi is one of the fastest-growing fashion brands within plus size fashion in the Nordics. Zizzi’s e-commerce site is represented in 11 countries and language variations.
Zizzi is a long-time Raptor user and currently uses Web Recommendations, E-mail Recommendations & Triggers, Merchandising, and the Customer Data Platform.
In particular, Zizzi has had enormous success with E-mail Triggers, a solution that has become a major revenue driver for Zizzi.
So, how do E-mail Triggers work, and what difference do they make in e-mail marketing? That’s the focus in this case.
“At Zizzi, E-mail Marketing is responsible for roughly 40% of our revenue. It’s a very important channel for engaging our customers and keep them from churning – and E-mail Triggers are a major part of that”
How did they do it?
What are E-mail Triggers?
E-mail triggers are automated messages sent based on specific user actions or behaviors, designed to engage customers and drive conversions. A trigger e-mail can be as simple as a “Happy Birthday” greeting, but they can be based on multiple different data points and can trigger based on different behaviors and events that you decide.
Zizzi has multiple triggers in place, including Abandoned Cart, Price Drop, and Category Interest triggers, which they have adjusted to fit their exact e-mail marketing strategy.
Abandoned Cart
Abandoned Cart Triggers target users who add items to their online shopping basket but leave without completing the purchase, prompting them to return and finalize their order.
At Zizzi, the Abandoned Cart flow looks like this:
E-mail 1:
An e-mail is triggered 1 hour after a customer has abandoned their cart.
E-mail 2:
A follow-up reminder e-mail is sent in case the customer didn’t convert.
E-mail 3:
Another reminder is sent with the added benefit of free shipping to secure the conversion
Opening rate
Category Interest
Category interest triggers engage users who have shown interest in a particular category. After a certain number of page visits, Zizzi sends an e-mail with tailored recommendations and updates to keep the visitor engaged and encourage more exploration.
Zizzi has set the metric that a customer must have visited a certain category – like skirts, maternity styles, shapewear, or workout clothes – at least 3 times within 30 days for the e-mail to trigger.
Then the customer receives a selection of styles from that category – as well as some relevant items for cross-sell.
Opening rate
Price Drop
Price Drop triggers alert customers when an interesting products drops in price, enticing them to buy at a lower cost.
Price is often the deciding factor when users decide whether or not to make a purchase. That’s why a reduction in price can often work as a final nudge towards conversion. The Price Drop tracks users who have shown an interest in a certain product and alerts them when the product decreases in price.
Price drops can be used in a couple of different ways, including:
Products currently in the user’s basket.
Products previously added to the basket but later removed
Products marked as ‘Favorite’
Products the customer has clicked on multiple times
Opening rate
Full control, less manual work
Zizzi has full control over what parameters trigger a send-out, like how many times a product should be clicked, when the trigger should be sent out, and how many triggers customers should receive within a given time frame.
To avoid e-mail overload, a Zizzi subscriber can only activate one trigger within each flow for every 24 hours.
And while Raptor’s E-mail Triggers deliver a major boost to both open rates and revenue, Zizzi’s marketing department aren’t burdened with an extra workload.
In fact, Zizzi don’t have to deal with any manual processes regarding E-mail Triggers other than the initial setup and integration to their e-mail marketing system, Salesforce Marketing Cloud.
“We are very satisfied with the Price Drop Trigger from Raptor. The trigger has become an important part of our e-mail marketing setup since it saves us a lot of manual resources and time, and it contributes even more revenue through our e-mail channel.”
Take-Aways
For Zizzi, E-mail Triggers have become an essential tool for automatically generating revenue through e–mail marketing. They help Zizzi:
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