Witt-Gruppe: Getting A Major Boost In Sales & Productivity Thanks To Email Automation

Witt-Gruppe is a successful international omni-channel fashion retailer and a member of the global Otto Group. Witt-Gruppe has been using the email channel as part of its marketing mix for some time now. The company’s campaigns include 36 different newsletters each week for 10 different brands (including WITT WEIDEN) in 10 countries and 18 online stores. A total of 20 million emails are sent every month.

DYNAMIC SIZE FILTER RESULTS:

One special feature is the fully automatic size filter, a dynamic component used in the emails to calculate the preferred dress size. All relevant data is updated in real time. The highly personalized size filters have been well received by Witt’s customers from day one. The service is now very easy to find and ready to use.

“The dynamic dress size filters allowed us to increase the click rate by 13 percent and the conversion rate by 36 percent from the get-go. They are now responsible for a full 42 percent of all clicks,” Anja Ehbauer, E-Mail-Marketing Manager at Witt-Gruppe.

NEEDED TO MANAGE EMAIL MARKETING ACTIVITIES MORE EFFICIENTLY

The main challenge for the marketing team of Witt-Gruppe was to manage its email marketing activities more efficiently in day-to-day operations. Because there were very few options to automate the process, email lists previously had to be set up manually at the start of each day. Uploading mailing lists and having to constantly search for errors in the HTML code significantly reduced the productivity of its marketing managers. To remedy the problem, the fashion company decided to use a powerful content management and email marketing platform.

Witt-Gruppe set a number of requirements for the platform. For instance, it should optimize all phases of its email marketing campaigns (creation, sendout, deliverability, management) and significantly increase the productivity of its marketing team.

USING MAPP CLOUD'S AUTOMATION CAPABILITIES FOR BETTER PRODUCTIVITY

Direct email marketing is – and will continue to be – the best method for Witt-Gruppe to reach select target groups and maintain contact with them. Here, however, the devil is often in the details. If the goal is to increase customer loyalty and ultimately boost sales, emails have to blend seamlessly into the marketing mix, both in terms of the look-and-feel as well as the target group focus, in order to deliver real added value to the recipient. To achieve this, the email must be delivered at the right time and right frequency, and each recipient should feel it is personalized for them.

After reviewing solutions in the market, Witt-Gruppe decided that Mapp was the right technology partner to help them use their data to create increased customer demand.

AUTOMATION FOR HIGHER PRODUCTIVITY

Combining content management, email marketing, and customer relations in a central automation solution frees up marketing resources, which is very important for brands that are active in several markets. By eliminating manual comparison of mailing lists, there is more time available for creative and strategic activities. Automation and AI-powered features help pinpoint just the right time to send emails and continuously improve the performance of email campaigns.

To achieve these goals, Witt-Gruppe now uses the marketing platform and automation options from Mapp. This allows for automated customer communications and integrating the online shopping solution of Witt-Gruppe. Mapp helps the marketing team to quickly and efficiently create emails using templates. These are setup one time, after which they can be used over and over again for each new email via drag-and-drop editing. By using templates, visually-appealing emails easily meet the pre-defined design parameters. With Mapp Marketing Cloud, it is no longer necessary to write entirely new code for each email, which saves the marketing team a lot of time. In addition, our Marketing Automation feature (known as Whiteboard) helps to define customized contact scenarios based on user behavior, demographic criteria, and similar segmentation characteristics. That is why it’s now so easy to send personalized emails and campaigns automatically. Mapp also provides a detailed reporting system that generates automated weekly reports according to predefined KPIs.

HIGHLY TARGETED COMMUNICATION LEADS TO MORE INTERACTION

Choosing the right time and right context to contact a customer increases the likelihood of successful customer engagement. If the focus is placed on the individual customer, this will also have a positive effect on the email channel’s profitability. Witt-Gruppe uses personalized triggered emails to boost efficiency. These include emails sent on the customer’s birthday, email reminders that items are still in the customer’s shopping cart, and browse abandonment emails sent to customers who have shown interest in a product. The marketing team also uses targeted reactivation campaigns. Reactivation via email is a key part of successful customer lifecycle management. Here, too, the company is making full use of the automation options available with Mapp.

DEAL WITH EVENTS QUICKLY & EASILY

Mapp allowed Witt-Gruppe to automate its email marketing activities and eliminate time-consuming manual HTML coding, which increased the productivity of its marketing team by a massive 60 percent in the process. Email automation and data integration make it possible for Witt-Gruppe to send a large quantity and large variety of emails in eight languages efficiently and at the right time. After rolling out the new solution, the average number of weekly email newsletters jumped from 15 to 36. Highly targeted customer communications also helped boost sales by 69 percent in the email channel.