When Automation Gets a Human Touch

Background:

In the ever-evolving world of fashion, staying connected with customers is paramount. Akira, an uber-trendy brand on the cutting edge of fashion, recognized a significant opportunity to enhance communication with its customers, leading to a surge in email and SMS engagement. By leveraging data to understand customer preferences, the brand built enriched customer profiles and perfected the timing of its messages.

Challenge:

01.

Decreasing Engagement Rates:

Initial metrics indicated a drop in email and SMS engagement, signaling decreasing customer interest.

02.

One-Size-Fits-All Messaging:

The brand’s previous communication strategy was largely generic, failing to address individual preferences and needs.

03.

Siloed Data Sources:

Multiple, siloed data sources made it challenging to develop a unified view of the customer and act on behavioral insights across channels.

Activation:

Data-Driven Personalization:

  • TrueBrydge integrated purchase history, browsing behavior, and past engagement to build richer customer profiles. The strategy resulted in a 25% increase in email open rates and a 15% rise in SMS click-through rates.

Preference Center Implementation:

  • A preference center gave customers greater control over their communication channels and frequency. The result was a 20% reduction in email and SMS unsubscribe rates, reflecting greater relevance and respect for individual preferences.

Timely Triggers:

  • Automation was deployed to respond to real-time customer behavior and trigger personalized email and SMS messages at more relevant moments. Engagement increased 30% during key promotional periods, while overall sales conversion from email and SMS campaigns increased 10%.

Results:

8x

Boost in mobile engagement

20%

Improvement in customer retention rates

15%

Lift in conversion rate

Conclusion:

By blending the power of automation with the precision of personalized communication, Akira not only rejuvenated its digital engagement metrics but also strengthened its brand-customer relationship. The results underscore the importance of understanding and valuing customer preferences in the age of automation—showing how a human touch, powered by data, can make all the difference.

Make Automation Feel Human

See how TrueBrydge can turn your customer data into more relevant journeys across email, SMS, mobile, and the customer lifecycle.

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