More traffic in the online shop with automated mailing campaigns

For its marketing campaigns, HSE is using the Inxmail Professional solution, which was connected via API interface to the existing infrastructure, in particular SAP Marketing and the inventory management system. The processes of product data delivery and how they are played out in the mailings are supported by a content app. All necessary product data from different source systems are combined, processed accordingly, prepared correctly to be displayed in the mailing and stored temporarily in the application. The data are then transferred automatically to the mailing. The content app therefore makes it possible for recurring campaigns (such as daily offers and the product of the month) and highly personalised mailings to be sent automatically, establishing targeted buying incentives among recipients. The manual effort merely consists of selecting the corresponding highlight products in the inventory management system.

The Inxmail Advanced Template, which includes design templates, provides HSE with numerous new possibilities and functionalities in terms of design, application and presentation. It is particularly important for the retailer that products are displayed according to their purchase interest: This includes purchased items, the range of products and purchase date. Dynamic content, such as counters, can also be used. Mobile optimisation, the pre-header, emojis in the subject line and numerous evaluation possibilities also contribute to the success of the email marketing.

Just as before, SAP CRM is the leading system for data storage and there is a constant exchange of response data and recipient data from the Inxmail software. The campaign administration takes place in SAP Marketing and the data are taken from there and passed on to Inxmail.

„We achieved so much together and can look back on a successful start, and we are looking forward to continuing our partnership."
Christina Düker, CRM Manager, HSE

The various adjustments to the email marketing have led to positive effects at HSE. This shows that in eCommerce, there are other factors besides important transaction emails that influence the success of email marketing, such as:

• Mobile optimisation: Newsletters and mailings are displayed correctly on mobile devices, reaching more customers, which in turn leads to more traffic in the online shop.
• Emojis in the subject line and an informative pre-header lead to higher open rates.
• Personalised content and the corresponding graphics, such as GIFs and counters, lead to a strong incentive to buy and a higher click rate.

The combination of personalised content and targeted incentives with recurring campaigns leads to successful results. Birthday mailings work best with a personalised coupon: The average open rate is 50 per cent, the click-to-open rate is 40 per cent.

The clean tracking in Inxmail Professional made the key figures more valuable to HSE. The retailer is constantly analysing click behaviour (for different content and graphic elements, for example) and achieves a higher click rate in the online shop thanks to small optimisations. The interaction with Google Analytics provides increased transparency in terms of conversions, for example on the value of the recipient’s shopping cart.

Last but not least, the implementation of Inxmail Professional improved deliverability: Less mailings end up in the spam folder. On the one hand, this is because HSE is using a new subdomain with a good reputation. On the other hand, because the quality test prior to sending ensures that spam-critical content is recognised in due time and deleted.