Case study of Blibli.com, Indonesia’s leading ecommerce company

1. Email strategy
for a leading eCommercegiant to
create personalized experience and
triple click rates
&A PRESENTATION
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2. Our Client
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3. BliBli.com is Indonesia’s leading online shopping mall focusing on
various products such as Electronics, Lifestyle, Culinary and
Automotives amongst many others.
TOTAL MERCHANT TOTAL PRODUCT TOTAL BRAND
2000+ 100,000+ 3000+
Source- ClientCASE STUDY OF &
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4. 250million people
73 million online users
Expected to grow to 93 million by 2015
Source- eMarketer
Expected 7.4million
digital buyers
Indonesia – An attractive market for eCommerce
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5. INNOVATIVE & INTELLIGENT
TECHNOLOGY
WIDE MORE RELEVANT
AND UP-TO-DATE PRODUCT
EXCELLENT SERVICE
TO CONSUMER & MERCHANT
THE
PLAN
STRATEGY TO WIN 2015
CONSUMER CENTRIC
MARKETING ACTIVITIES
Source- ClientCASE STUDY OF &
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6. How they market their services digitally
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7. How they market their services digitally
Even though many channels to attract traffic and sales have emerged in recent years,
emailcontinues to be one of the main channels for driving
online sales.
Source: Mc Kinsey & CompanyCASE STUDY OF &
Social media Email Marketing
Conversion rates
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8. Marketers at Blibli.com wanted to capitalize
on the power of email marketing to boost
REVENUE
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9. However…
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10. When we first started out, we didn’t know
much about Email Marketing. The Batch and
Blast approach we adopted did not help in
customer engagement and response.
“
Planius Simanullang
CRM & Email Marketing Manager at Blibli.com
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11. How to engage people to do online buying?
We need an email strategy!
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12. netCORE Email Consultants helped Blibli.com
to build a personalized experience to
convince users in online shopping
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13. 1. Segmentation by Gender
Studies prove that segmenting
your emails can improve your
clickthroughs by 50%
Source: MarketingSherpaCASE STUDY OF &
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14. 1. Segmentation by Gender
~ netCORE Idea ~
Planning campaigns gender wise and marketing products & services exclusive to the specific
gender so as to improve the relevancy and effectiveness of the email campaign.
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15. SEGMENTATION
BY GENDER
SUBJECT LINE
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SEGMENT
Male
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16. SUBJECT LINE
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SEGMENT
Female
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17. 2. Behavioral targeting
~ netCORE Idea ~
Perform interest based email marketing by using email open behavior to target the right users
with the right campaign
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18. Motor MERAH-PUTIH Diskon 1 Juta!
SUBJECT LINE
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BEHAVIORAL TARGETING
- Campaign targeted to all men
who were active on Blibli.com
emails for last 2 months
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19. 3. Event driven email marketing
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20. 3. Event driven email marketing
Transaction rates are five times higher
for anniversary emails than they are for bulk
campaigns
Source: The birthday and anniversary reportCASE STUDY OF &
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21. 3. Event driven email marketing
Less than 5%brands currently send these anniversary emails
Source: netCORE Research LabCASE STUDY OF &
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22. 3. Event driven email marketing
~ netCORE Idea ~
Make users feel special with an exclusive Anniversary Celebration offer. Target the entire
database (active and inactive) to form personal connections with the customers
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23. Sigit, It's Our Birthday! Ini Kado
Spesial Untukmu
SUBJECT LINE
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KEY HIGHLIGHTS
- For the first time ever evoked
interest in 40% of the email
non-openers
- Campaign achieved one of the
best click rates
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24. Effective use of special character in
Pre-header text to improve email open rate
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25. Effective use of special character in
Pre-header text to improve email open rate
How it helps
• Increase visibility
• Shows snippet of
what’s in the email
before it is opened
• Reinforces the
subject line and
increases the
probability of email
being opened
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26. 4. Subject line innovation
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27. 4. Subject line innovation
Monday is Mom's Day! Frisian Flag Jelajah dan
Karya mulai Rp41.500
Meet the Energeyes! Pre-Launch Offer
Exclusive at Blibli.com
{:Before}
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28. Innovative, personalised subject lines helped Blibli.com improve email performance
4. Subject line innovation
Monday is Mom's Day! Frisian Flag Jelajah dan
Karya mulai Rp41.500
Meet the Energeyes! Pre-Launch Offer
Exclusive at Blibli.com
Name personalization
[First_Name], Kamis Ganteng Up To 83%!
Use of special characters
✄ Hanya 1 Hari, THANK GOD IT'S PAYDAY!
{:Before} {:After}
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29. How Consultancy helped Blibli.com
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30. Client Testimonial
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Planius Simanullang
CRM & Email Marketing Manager at Blibli.com
&
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31. Regular
campaigns
Anniversary
campaign
Gender
segmentation
Behavioral
Steady increase in Open Rate
Consultancy improves email open rate
and customer engagement
BEFORE AFTER
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32. 3 FOLD INCREASE IN CLICK RATES
E
M
A
I
L
M
E
T
R
I
C
S
153% INCREASE IN OPEN RATES
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33. Build your own Success Story.
We are here for you.
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EMAIL MARKETING SOLUTIONS BY
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