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M&Co uses personalisation to increase email conversion by 55%

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M&Co has reported a 55% rise in email conversion rates after it deployed personalisation to ensure high Black Friday sales did not hit its Christmas Day sales.

The retailer worked with personalisation specialist Peerius, using individually relevant emails to engage its customers. Through the tie-up, it aimed to improve brand engagement and increase revenue while mitigating the effect of deep discounting around Black Friday.

It used Peerius’ Sale Booster to capture and isolate browsing behaviour over a 40-day period running up to the Christmas Day sales. Browsing and email data were matched, with customers who had gone on to buy the products they viewed removed, leaving the retailer to target only customers who did not go on to buy.

As a result, M&Co says email conversion grew by 55% and personalised product recommendations increased email re-opens by 20%.

Joanne Wilkinson, website content manager at M&Co, said: “Improving the individual customer experience is a key business objective. The Sale Booster campaign allowed us to effectively target individuals with products that they had already expressed an interest in to drive brand engagement, and ultimately increase sales. In this way we were able to present the most appealing products in line with our customers’ evolving shopping behaviour.”

M&Co is now looking to integrate Sale Booster, with its ability to send personalised messages to each individual to improve customer engagement, further into its sales calendar.

Roger Brown, chief executive of Peerius , said: “The ability to increase conversion and encourage shoppers back to the website with relevant products, allows M&Co to show it really knows its customers and what they want, and not just launching a mass sale.”

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