Email marketing for furniture stores in UK & Europe

The first step and the first problem. The company has not conducted email marketing for a long time. From the trigger emails — only the welcome series. There was a high probability that the audience had forgotten who PrivateFloor and MyFaktory were. After the first test promo mailing, the audiences gradually began to revive except for one. It was decided to create a letter with a request to re-sign.

It was obvious that the total number of subscribers would decrease significantly, but one should not chase the volume. The key is the quality and interest of the database, not its quantity.

What’s the email marketing strategy for furniture eCommerce?

Since the client needed only promotional mailings, the goal was to come to the most attractive appearance of the letters, which created a desire to click on the links and make a purchase. For the first couple of months, we actively monitored the behavior of the audience and its reaction to topics, buttons, products, etc.

An important requirement from the customer was to adapt the website to mobile devices, mobile-first, as they say. We have developed several templates in the style of the client’s website and alternated them in our promotional mailings.

Next, we came to an agreement on how it should look on mobile devices and realized that the automatic Mailchimp adaptive does not give us the desired result. The goods had to be placed in two rows because the letters were long, and the product range was large.

Thus, in individual templates, we slightly modified the code to achieve the desired appearance.

Email marketing for furniture results

As a result of our work, we received quite good indicators, given the fact that only promotional emails are sent out. The average percentage of openings in our campaigns is 21.1%, with a norm of 18%, and the average percentage of clicks is 3.7%. Given the size and quality of the database, the company’s industry, and the direction of mailing lists — this is a good result.

In the course of the campaigns, we analyzed the behavior of subscribers, paid attention to what attracts their attention, took this into account in the following campaigns, and as a result, we managed to increase the interest of some audiences.

Since there were no regular mailings before, we did not compare the results of our mailings with the previous ones. We made a comparison of two different periods of our work.  The effectiveness of the campaigns has increased in absolutely all indicators.