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A brief intro to the largest online jewelry store in the Nordics...
The story goes back to 1986, when a Swedish engineer working in the development of stamping tools started a company in the jewelry industry. Gradually, the company worked its way from being in production to getting closer to the end customer, and in 2012 Safira was born. 5 years later, Safira became the largest online jewelry store in the Nordics. Today, they are proud to say that they sell high-quality, modern jewelry to women all over the world.
In the spring of 2022, we spoke with Safira about the potential of email marketing and how they could achieve measurable scale in several key markets with a customized framework. As a jewelry brand, it's important to have a strong online presence to reach and engage with potential customers. Email marketing is a powerful tool and one of the most cost-effective marketing methods. In addition, email offers a unique branding opportunity as each email opened can create its own graphical universe, without distracting videos as is often the case on social media.
As always, we started by identifying what has worked in the past, what hasn't worked, and perhaps more importantly, what hasn't been tested yet. The analysis covers three main elements: lead generation, automated email series and ongoing campaign emails. This way, we not only consider how to activate existing customers and subscribers, but also determine actions to grow the email list.
In this way, we not only consider how to activate existing customers and subscribers, but also determine measures to grow the email list, which is how many people we get through our email funnel.
Based on the analysis, we identified a number of limitations in the old setup, as well as a number of new opportunities, including the following:
1. Targeted marketing: With an email marketing framework, we segmented Safira's audience based on their interests and preferences, allowing us to send more personalized messages that resonated with each recipient. We saw this especially through our retargeting flows such as: Product Abandonment, where you create dedicated emails based on which products a visitor has looked at online.
2. Increased brand awareness: By sending more campaign emails and increasing the frequency of email broadcasts, we were able to consistently stay in touch with the target audience and keep SAFIRA top-of-mind. This helps to increase brand awareness and loyalty, which leads to more purchases. It's all about finding the right balance between consistently staying in touch with your email list without overexposure leading to too many unsubscribers. We quickly found that balance by segmenting effectively and keeping an eye on the unsubscribe rate, which was lowered throughout the period.
3. Focus on bestsellers and categories in flows and newsletters: During periods when there was no news, collections or collabs, it was important to still create some relevance. One thing we often see companies neglect is their bestsellers. Your bestsellers are bestsellers for a reason, and we took advantage of that during the periods when things are usually quieter. We turned these periods into effective revenue periods by focusing on the best-selling products and categories of the year with a customized tone of voice.
I can definitely recommend Algorize. After just 6 months of working together, we have not only experienced professional, personal and agile service, but also a positive impact on results since the beginning.
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