How ZEZEBAEBAE Doubled Their Flow Conversion Rate
ZZBB, a brand offering baby products, struggled to generate significant email revenue due to limited resources. By integrating Retentics, we enhanced email personalization with tailored recommendations and purchase timing predictions. Our innovative approach successfully boosted customer engagement and conversion rates!
Sep 06, 2024
Challenge
While our client implemented basic Klaviyo flows—such as the welcome flow, customer win-back flow, and browse abandonment—they were not enough to drive significant email revenue.
Despite their efforts to improve email marketing, a lack of resources, including design support and optimization, limited their potential for revenue growth.
Solution
By integrating Retentics’ unique AI features—such as purchase timing predictions and tailored product recommendations based on business logic—into the existing flows, we enhanced the personalization of the brand's emails. This ensured the messaging resonated with the audience, with the goal of increasing engagement and conversions.
Key Results
Placed order: 20% increase
Email revenue contribution through flows increased by 20%, compared to the previous result.
Revenue: x2 and above
With our team’s solution, our client experienced an increase in email-driven revenue of more than double the previous amount.
Founded in 2022, Zezebaebae (ZZBB) offers the finest K-baby products that are safe, stylish and with high quality.
The word “Zezebaebae”, comes from the Korean word that describes the chirping sound of birds.
Of course, ZZBB uses Klaviyo and Shopify.
The former flows that Zezebaebae was using: welcome flow and customer win-back flow, were both nearly identical to the basic flow settings.
In the case of welcome flow, multiple reminder emails did not elicit a significant engagement from customers. Additionally, the customer win-back flow, which was used as a post-purchase flow, had a manually set trigger of 50 days after the last purchase. This means that all customers received the same email 50 days later, regardless of their buying patterns and the items they had previously purchased.
Compared to some cases in which brands lack even the most basic flow settings, we could tell that our client was aware with the importance of these flows and made efforts to set up theirs.
However, this version of Zezebaebae’s flows was insufficient to generate revenue, which is where we come in.
1. Welcome Flow Optimization
Retentics goes beyond traditional recommendations by incorporating our clients’ business logic into the welcome flow, ensuring that the most suitable items are recommended to first-time customers.
Through the Recommendation Block by Retentics, email-driven revenue of our client more than doubled compared to previous amounts.
Many who have ever used the recommendation features of ESPs would know that they often recommend hero or top-selling items to customers who have little or no purchase history. Consider the case where products for replacement are being suggested to first-time buyers: even if these products are the best-selling items, they should be targeting customers who have placed an order at least once.
In contrast, Retentics’ recommendations are based on our own logic that identifies the most suitable items for first-time buyers. That is, while Klaviyo suggests the most popular item of all time, we take into account the customer’s actual journey of purchasing the brand’s products.
Previously, Zezebebe had a welcome flow that included top-selling recommendations, but customer engagement was nearly 0%. However, our team optimized a logic tailored specifically for baby products, identifying the best solution to help Zezebaebae achieve such successful results.
2. Replenishment Flow
-Customer Win-back vs. Replenishment flow
With Retentics’ replenishment flow, our client’s email-driven revenue increased by four times.
Both the customer win-back flow and the replenishment flow are post-purchase flows that target buyers whose last order was placed over a certain time ago, which highlights the importance of in-depth analysis.
Take a look at the original customer win-back flow, where emails are sent to customers after the trigger of 50 days, which was manually set after their last purchase. The results were not favorable, with open rates near 0% and the revenue per recipient also falling short.
This undifferentiated standard of 50 days definitely needed personalization, and our team’s solution successfully established a custom timing setup using Retentics AI, called the replenishment date, which predicts when a customer is likely to place their next order.
Despite Retentics’ replenishment flow being implemented a few days after the original flow, our client saw email-driven revenue increase by nearly four times, with revenue per recipient exceeding eight times the previous value.
These results proved that our team’s optimization significantly outperformed the basic flow settings.
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