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67% decrease
IN ABANDONED CARTS
9 hours saved
BY EMPLOYEES WEEKLY
80% response
RATE OF AUTO FOLLOWUPS
How EVAN Care decreased
its abandoned carts by 67% and automatized its customer journey.
Company overview
EVAN Care is a Brazilian made, Portuguese-based hair cosmetics brand that since 2017 has made professional hair care its expertise. Although launched relatively recently, the brand has since became one of the leading brands in Europe for hair professionals. But all that rapid scaling brought to light customer leaks that became hard to ignore.
"It felt like we sat down and had a chat with all our customers. Truly eye-opening. We saved so much time by sending targeted tutorials and location specific messages that our team now can invest more time in things that truly matter for our growth. We are glad that this strategy is now an integral part of our 2023 plan.
Ana Pereira, Retention Manager at EVAN Care
The challenge
When I first started working with EVAN Care, the company was facing a number of challenges. One of the biggest challenges was a high rate of abandoned carts. On average, more than 87% of customers who added items to their carts were leaving the site before completing their purchase. Additionally, the company was receiving numerous customer support inquiries, which was taking up a significant amount of time and resources.
Using customer data to improve email and SMS targeting:
To address these challenges, I began analyzing the customer data that EVAN Care had collected. By looking at the products that customers were purchasing and the questions they were asking, I was able to identify common patterns and issues.
One of the things I noticed was that many customers were having trouble using certain products. For example, some customers were struggling to use the company's hair dye products, while others were having trouble with the styling products. To help these customers, I created a series of tutorial emails and SMS that were sent to customers after they had purchased specific products. These emails and SMS included step-by-step instructions, helpful tips, and video tutorials that made it easy for customers to use the products correctly. In addition to the tutorial emails and SMS, I also used customer data to improve the targeting of EVAN Care's promotional emails. By analyzing the products that customers had purchased in the past, I was able to send targeted promotional emails that were more likely to be relevant to each customer.
The results
The results of these changes were dramatic. After implementing the tutorial emails and SMS, EVAN Care saw a 67% decrease in abandoned carts. Additionally, the number of customer support inquiries dropped significantly, saving the company an average of 40 hours a week.
The new email and SMS marketing strategy resulted in a significant increase in engagement and conversions. Customers were more likely to open, click through, and make a purchase from the targeted messages they received. Additionally, EVAN Care saw an improvement in customer retention, as they were now able to send personalized messages that were more likely to keep customers engaged and coming back for more.
"The results of these changes were dramatic. After implementing the tutorial emails and SMS, EVAN Care saw a 67% decrease in abandoned carts. The number of customer support inquiries dropped significantly, saving the company an average of 40 hours a week."
To summarize
By using customer data to improve email and SMS targeting, I was able to help EVAN Care overcome the challenges it was facing. By sending tutorial emails and SMS to customers who had purchased specific products, I was able to increase conversion and decrease abandoned carts. Additionally, by targeting promotional emails more effectively, I was able to save the company a significant amount of time and resources. Overall, it was a great success and I am glad that I could help EVAN Care grow as a brand.
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