How bellabox delivered triple-digit email revenue growth


Beauty subscription box provider, Bellabox, has seen its email marketing revenue increase by 156 per cent in the past 12 months after successfully transforming its digital marketing approach.

Bellabox A/NZ customer marketing manager, Alana Arthur, told CMO the Melbourne-based beauty sampling provider has experienced rapid growth in subscriptions over the last 18 months off the back of fresh brand partnerships, and now boasts of more than 20,000 subscribers. The company provides both a monthly member-based beauty box subscription as well as limited-edition boxes that can be purchased standalone. Each includes at least five beauty products, such as make-up, skincare and bath products.

As subscriber numbers grew, bellabox faced the challenge of keeping customers comprehensively engaged, Arthur said. As a first step upon joining the organisation, she brought together communications with customer marketing and service in order to organisationally join the dots across customer engagement.

The second step was to invest in dotdigital’s email marketing platform as a tool to support stronger customer retention efforts via more targeted and personalisation lifecycle engagement. This, in turn, could also help drive more effective acquisition. In January 2020, bellabox worked with dotdigital to explore automation functionalities and build out a segmentation process to collect, analyse and funnel customer data that could then drive different automated programs.

Previously, bellabox lacked data and insight and was largely sending batch-and-blast emails, Arthur said. “We knew we couldn’t continue to do that and needed to take a segmented, targeted approach,” she said.





Source link

Leave a Reply

Your email address will not be published. Required fields are marked *