Modepark Röther: With strategy workshop to excellent key figures

Modepark Röther can look back on a long history of success: The family-run company sells its fashion both in stationary stores and online. Whether offline or online - the key to a successful sales process lies in targeted email marketing. Fact is: personalized emails have been proven to increase sales. The watering can principle, in which all readers receive the same content, has long since become obsolete. Modepark Röther has also recognized this.

A consulting session with Inxmail brought the company to the conclusion that it needed to reorganize its email marketing. The email marketing benchmark from Inxmail was the decisive factor: the industry comparisons listed in it showed that it was possible - compared to other companies - to achieve better key figures.

Modepark Röther was now faced with the challenge of improving its own key figures and thus increasing sales. They wanted to achieve this through the following measures: Mailing content including product placements targeted to existing and new contacts. The company chose Inxmail as its partner for the technical and conceptual implementation. The focus was on how Modepark Röther could transform its own email marketing as effectively as possible. The company wanted the three units of sales, e-commerce and marketing to move closer together in order to carry out professional email marketing at the highest level.

The basis for a successful solution was laid in a comprehensive, interactive strategy workshop. Modepark Röther sat down with Inxmail for two days to develop a new concept for email campaigns, including individual recommendations for further action. Team members from Modepark Röther's sales, e-commerce and marketing units came together to talk about their daily challenges. The workshop also included a detailed analysis of previous mailings. With the help of the email marketing benchmark, key success indicators were compared and a better understanding of their significance was created. This provided Modepark Röther with revealing facts to tackle the transformation of email marketing.

On paper, it sounds simple: to generate more sales, Modepark Röther needs more visitors to its stores or online store. The workshop showed how this can best be achieved - namely with mailings whose content and address are perfectly tailored to potential buyers. The keyword is "personalization": Modepark Röther already had valuable customer data - distributed across several systems in different departments. This data was now to be put to better use by linking the different systems to the email marketing tool.

Inxmail analyzed the data flows and how they could be optimized through automatic synchronization between the systems. This brought the three units within Modepark Röther closer together. In a first email campaign after the changeover, the focus was on birthday mailings: with the existing customer data, these mailings could be easily personalized and automated. An individualized voucher in the mailings provides a high incentive to shop at Modepark Röther. The highlight of the campaign: the email is sent ten days before the actual birthday so that the recipients have enough time to store for their perfect outfit for their special day. In the future, further email marketing measures will be implemented piece by piece. As a result, Modepark Röther improves its key figures and can continuously increase its sales.