Despite accounting for a small percentage of total send volume, these triggered emails generated a disproportionately high 20% of total email revenue. Revolve also used a combination of complex business and customer data to deploy personal, relevant marketing messages-for example, low inventory on favorite items or new arrivals from favorite brands. These campaigns were entirely automated and personalized based on behaviors like cart and browse abandonment, or events such as birthdays and anniversaries. Within six months, Revolve’s marketing team developed and launched 19 triggered campaigns based on real-time customer signals. The race was on to deliver more personalized, highly relevant content, and the team knew they needed a new platform to enable them to quickly execute and test automated campaigns and truly engage in one-to-one personalization.Īfter exhaustive research, Revolve turned to Cordial in early 2017 to further personalize messaging for their customers, create advanced segmentation to support revenue goals, and trigger email campaigns based on accessible, real-time data. Executing any of their automated campaign ideas required significant engineering resources and took months to deploy. They had found that segmented emails to targeted groups of customers were performing much better than the broadcast emails sent to all subscribers, but the marketing team had no way of getting customer data in and out of their email service provider. Revolve became frustrated with the limitations of their email service provider. Tasked with improving email efficiency, the Revolve marketing team identified an opportunity to course-correct. Since email revenue was solely driven by list growth and increased deliveries, they knew that maintaining the status quo would result in revenue loss-even with a strong acquisition strategy. In 2016, Revolve discovered that revenue per email had been declining, as email was becoming more and more competitive. Now carrying over 500 of the world’s most coveted brands in men’s and women’s apparel, shoes, and accessories, the company is outpacing fierce competitors and setting the bar high for data-driven marketing. Propelled by a dominant presence on social media, Revolve’s strategies garnered them one of the most successful IPOs of 2019 with a market value of $1.2 billion. Since 2003, the digital-first brand has leveraged customer data, digital channels, and analytics to transform the shopping experience and dominate the fashion industry.
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