Secretsales.com is a company that sells clothing, accessories and beauty products online. Nothing that is currently available in store, but stock surpluses and clothes from past seasons. They provide an online platform to over 1500 brands across the world to quickly get rid of their surpluses, and there’s a lot of money to earn. And they don’t have any competition of the regular sales channels that offer season collection. This means that they can offer discounts of up to 70 percent.
How do they translate this to email marketing?
They apply a smart strategy to their email marketing. You can’t buy if you’re not a member of their platform. This means that they have an opt-in from all their members. Members know they’ll receive a daily message with new offers. Offers are only available in the webshop for a limited time period. Usually, the products that are offered disappear after a few days. This offers two main advantages: On the one hand it gives you a good reason to send out daily emails. On the other hand you increase the pressure to convert. This deal won’t be here tomorrow.
Reminders
They don’t only send out an email with new offers in the morning, they send another one in the evening when a deadline is approaching to get those last orders. Sales increased, but at Secretsales.com they had the feeling they could do better. So they started using all information they had of their members. And that’s a lot, because you cannot even sniff at the website without them knowing.
Creating a profile
They created an extensive profile of every member. Which products did they visit, what did they buy, which articles did they save in their profile, what did they like on their social media profiles (if they have linked their accounts with their profile) and in what way is there gender-specific behavior. After a while, this becomes a very interesting profile. They linked these profiles to dynamic content profiles: every member received a personal and targeted offer.
Pull even harder
They also worked out a system of discounts and loyalty points. Of course these are also linked to the profile. This means that they can also activate targeted vouchers in the automated daily messages that are sent to their specific target groups. They also use discounts from time to time. The longer it takes to convince someone to buy, the higher the discounts get. This means it’s perfectly possible that partner A, who only viewed the product, could get a better offer than partner B, that actually bought. They don’t really care at Secretsales.com, as long people buy!
