Better usability in email marketing
HSE24 was looking for a much simpler process from creating to sending a mailing. A basic requirement was connecting the email marketing tool to the existing campaign management system, SAP Marketing. Yet, the interface and the usability were not the only things that were focused on. They were also looking for more flexibility in the design and in the execution of mailings, in order to be able to implement changes more quickly.
Furthermore, they required new template functionality in order to be able to send future mailing formats with dynamic or personalised content. Other items on their wish list were different testing options prior to sending, such as a quality test, and marketing automation. HSE24 wanted to reduce the amount of manual work involved in mailing creation and the high error rate associated with it.
HSE24’s existing system architecture is complex and the list of technical and content-related requirements was extensive. Inxmail Commerce was established with a connection to SAP Marketing. All processes, systems and data flows were thus rolled out together and solutions were developed to meet the requirements for system integration, marketing automation and template functionality.
Shopping from home on all channels
HSE24 fully supports their customers when shopping from home via email marketing: This not only includes standards such as the newsletter and order confirmations, but also automated and personalised mailings for special offers and occasions throughout the customer journey.
People who are interested can simply sign up for the daily newsletter via the website and as soon as double-opt-in is confirmed, an automatic welcome event with an incentive for the online shop is triggered.
Since the majority of orders at HSE24 are placed over the phone, this channel is used to enquire about customer interest in the different mailing formats. If they are interested, a double-opt-in is triggered. As soon as the confirmation link is clicked on, the subscriber will receive daily mailings on various campaigns in the online shop (daily and weekly offers and products of the month, for example). New customers automatically go through an eight-step second purchase mailing process: Incentives and personalised mailing content, which are based on your first purchase from HSE24, are designed to inspire the recipient to place new orders.
Throughout the customer journey, the customer automatically receives birthday mailings and reactivation mailings, among others – each with corresponding purchase incentives, such as coupons. In terms of reactivation, different methods are used in the analysis of sales frequency and inactivity. The resulting value determines whether or not a reactivation is triggered on a customer-to-customer basis.
After placing an order, the customer receives an order confirmation. Other transaction mails, such as package notifications or notifications that an item is available again, are already in the works and will be implemented shortly.
Benefits at a glance
- Marketing automation and more streamlined internal processes require less time and expenditure. This frees up resources for developing new campaigns and optimising existing ones.
- Together, Inxmail Template and the content app allow for more flexibility in the design of mailings and how specific content is used.
- Optimum readability on mobile devices is an important success factor in eCommerce, in particular for shopping from home in the B2C segment via smartphone and tablet. The Inxmail templates are optimised for all end devices.
- Transparent and seamless evaluation possibilities provide information on the recipient’s behaviour and help with the optimisation of existing campaigns.
Since HSE24 began in 1995, they have been offering an informative, varied and pleasant home shopping experience. Initially focused on teleshopping, the company developed into an omnichannel retailer that focuses on presenting lifestyle topics and brands in a cross-media manner. Over nine million enthusiastic TV, online and mobile shopping customers speak a clear language. As a modern omnichannel retailer, HSE24 is now present on all relevant media platforms, which include TV, online, smartphones, tablets and smart TVs.
„Inxmail provides not only a powerful email marketing system with a fully-developed interface and modules, but is also a strong partner by our side, with whom we are able to work together constantly to realise new projects and meet new requirements. We were able to implement the entire Inxmail Professional project, which included creating the newsletter using Advanced Template, the development of the content app, programming the interface and SAP marketing, with the help of Inxmail employees from different departments within six months. Five months later, the automated campaigns went live. 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, HSE24