How Forever 21 Increased Revenue with Email Personalization
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A double-digit increase in revenue per message? For a lot of brands, that sounds like a dream. However, for Forever 21, it’s what happened after using Zembula’s Smart Banners™.
Using Smart Banners™, we’ve been able to help our amazing clients see a 10-17% lift in revenue in the emails using the banners. The secret? Email personalization.
It’s at the core of everything we do; we call it performative personalization. It’s optimizing personalization for revenue growth. And it’s how Forever 21 was able to see a 10% increase in revenue. Here’s how.
How to Increase Revenue Through Email Personalization
There’s no silver bullet when it comes to increasing engagement, action, and revenue. But, there are key strategies brands can employ to help find the right combination of data-driven insights and personalization to attract and engage readers.
Here are some of the approaches Forever 21 took.
Smart Banners™ and Smart Kickers™
Zembula has three dynamic content blocks: Smart Banners™, Smart Blocks™, and Smart Kickers™. Each of these allows you to personalize emails from top to bottom. Forever 21 used Smart Banners™ and Smart Kickers™ in their promotional emails, essentially bookending promotional content and giving subscribers more chances to take action.
If a reader fails to take action with the Smart Banner™ or throughout the body of the email, the Smart Kicker™ is there to act as a recovery model. At the bottom of the email, the reader still sees highly personalized and relevant messaging that can elicit a click.
One creative way Forever 21 used Smart Banners™ is around specific state’s tax free holidays. In previous years, the team had to segment and add the data based on state information manually. In the Zembula platform, it was a much easier lift. Email subscribers saw location-specific Smart Banners™, which helped encourage action.
Data Integration
Another core component of Forever 21’s success revolves around data integration. Forever 21 relies on various tools, including Bluecore, Salesforce, Narvar, and Amperity. Integrating this tech stack with Zembula allows marketers to tap into customer data and leverage it into personalized email messaging.
A great example of how all this data can work in harmony to create personalized content is through product recommendations. Forever 21 leveraged the product recommendations used in their triggered messages into promotional emails via a Smart Block™. That way, the data was in sync, and readers wouldn’t get different recommendations if they were in the app or their inbox.
After initial testing, Forever 21 saw a 4% lift in revenue on product recommendations. And that’s in addition to the use of Smart Banners™. Since product recommendations are vital for eCommerce and retail brands, it shows the power of using data-driven insights to guide the conversation.
Customer Experience
Every brand wants to ensure customers are happy. The same is true for Forever 21, so they put a premium on providing a top-notch customer experience through every step of their journey. That helps build trust, create long-term relationships, and drive revenue.
Smart Banners™ play a significant role in enhancing customer experience by making every promotional message relevant to the customer’s current journey. Forever 21 used a banner pool primarily focused on revenue generation but included post-purchase information such as shipment tracking as well.
This approach shows the brand isn’t just about selling products; Forever 21’s relationship with customers goes beyond the transaction. Forever 21 enhanced the overall customer experience by focusing on targeted messaging tailored to customer needs, making their communications more personalized and relevant.
Want Results Like Forever 21?
We don’t blame you. Forever 21 is just one of our amazing clients who have seen significant revenue and conversion growth using Zembula and have done it while improving the customer experience.
And the best part? The Zembula platform makes it simple to automate and personalize at scale. Your brand can hyper-personalize emails to everyone on your list without tweaking code or making manual adjustments. Forever 21 was up and running within six weeks.
If you’d like to learn more about how Forever 21 saw revenue with email personalization, check out our recent webinar. The team from Forever 21 goes through how Zembula worked for them.
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