The background

Deborah Lippmann is a successful jazz singer. She’s now an even more successful businesswoman, heading up a global empire of beauty products, used both by A-list celebrities and millions of women, worldwide.

However, as Deborah’s brother Mark (Co-Founder and Managing Partner) explains, beauty is a unique market with unique needs. “There are some products that you can buy without seeing them physically, but nail polishes and hand and foot care products certainly aren’t among them.”

dotmailer for Magento provides the perfect foundation for success

Since using Magento and dotmailer, Deborah Lippmann has experienced fantastic growth. The fact it saves the company so much time is one major factor. “What used to take us hours,” says Mark “now takes seconds. It frees us up to concentrate on the really important stuff.”

The integrated platform allows them to segment their audience, creating more personalized content and communications.

The flexibility it offers to target customers based on their previous behaviors makes it outstanding. By tracking customers’ purchases, that data has been turned into effective information, building promotions around them. The integrated platform allows the luxury brand to segment its audience, creating more personalized content and communications.

Abandoned carts don’t have to mean abandoned sales

Deborah Lippmann has also implemented abandoned cart emails, which have proven very successful. Different campaigns target those who only spend $40 or those who spend $200 at a time. Specific emails are sent out for people who will only buy when there’s a promotion, and to those who want to be first to wear a new color.

An area in which Deborah Lippmann has found the dotmailer platform to be particularly useful is its ability to personalize email campaigns that cross-sell and upsell, many of which are triggered automatically by the system.

Figures have never looked so good

Since migrating to the dotmailer platform, engagement with customers has been transformed. Conversion rates on emails run anywhere between 5% and 15%, with one campaign resulting in a 25% conversion. When they first started using email, they were able to build up to around 20% of sales from this activity.

Thanks to the dotmailer for Magento connector, however, half of Deborah Lippmann online sales can be tracked directly to email activity. Revenue generated by email during November 2014 was over five times that of the previous year.

Deborah Lippmann was one of the first brands to pioneer the way customers can transact through emails, by adding a one-tap Apple Pay purchase button. This addition, which is made possible by MRKTPAY.com and ease of implementation through dotmailer, is being used by nearly 20% of customers since it was introduced into email campaigns in early 2016.

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