Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Strategy

Intelligence in your email marketing

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.

secretsalesHow 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!

May 29, 2015Ann Flipkens
Previous storySmartwatches and email marketing, it takes some adjustingNext storyThe anatomy of a B2B sales email
Home Intelligence in your email marketing
7 years ago Strategy423
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Email marketing, Inspiration!, Strategy, Trends

Participate in the Email Barometer and find out how your email strategy stacks up against those of other Belgian marketers

Every year around March we launch our Email Barometer, in which we want to map out the strategy of Belgian email marketers, end uncover trends and expectations within the Belgian email marketing landscape. But this edition, thing will be a bit different. With the arrival of the new General Data Protection Regulation, we want to […]

Strategy

When should you send your campaign?

The right message at the right time. It’s an art! Getting it right often means high conversion. One of the parameters is the exact time when you’re letting your mailing loose on your target audience. Nov 14, 2012Michelle Dassen

Content, Email marketing, Inspiration!, Marketing automation, Personalization, Strategy, Trends

The future email marketing trends!

Robots that get our groceries, autonomous cars and trash cans that empty themselves. Those are the things that come to mind when someone says trends of the future. These are all changes that will make our lives easier. That is what we are trying to achieve within email marketing as well. We are constantly searching […]

Strategy

Gold medal for email according to American research

Research of the American Pew Research Center recently showed that email is the most important online tools, for everyone who is working professionally. Jan 24, 2015Thomas Vangelooven

Email marketing, How to start with email marketing, Inspiration!, List Building, Strategy, Targeting, Tips

3 opt-in forms to learn from How to ask for more than just an email address

Using a form on your website to collect email addresses is a classic – and a good one. You can go for the fast approach of simply asking the email address – without asking your future subscriber anything more. But you can also do things differently. Aug 25, 2015Michelle Dassen

Cases, Content, Inspiration!, Social media

Act naive in five steps

Very often – or in most cases – you get email messages on which every detail has been spent a lot of thinking. Copywriters haves given the best of themselves and have been digging into A/B testing numerous times. Until this example popped up in our mailbox. Oct 22, 2015Ann Flipkens

Let your customer know you want to get to know him in 5 steps

We already showed you how to create a succesful opt-in on your website. A great welcome message should follow. That’s the base. Usually, you wait until the next step to construct your commercial story. Shoe seller DUO takes an interesting approach. Nov 17, 2014Michelle Dassen

Email marketing, Strategy, Surveys, Trends

The quality of the list is paramount!

Which strategy are you using when it comes to your email marketing list? That is the subject of the research that has been conducted in the first week of January by the American Ascend. Hot of the press and soon this will be matter to compare with the Belgian email barometer. Jan 22, 2016Ann Flipkens

Most Viewed
1,826

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,402

An integrated offline and online communication at Nespresso

1,241

10 tips to integrate a promo code in your email marketing

1,239

Bloopers you can avoid

1,089

Was this useful?

1,063

10 elements of a great welcome message

1,045

11 ideas to improve your opt-in form

1,010

Are you using animated images in your emails?

2018 © Flexmail