The background

ELEMIS has been looking after people’s skin since 1989, with different products and spa therapies designed around the customer.

Now, with over 6.5 million customers around the globe, ELEMIS still has a big focus on personalization. As a result, email has not only been a strong revenue driver for the brand, but it has also been a vital channel for the company to communicate with its customers on a truly one-to-one level.

The beauty of dotmailer for Magento

“We specifically chose dotmailer with Magento in mind, knowing that it has the most complete connector in the marketplace,” said Jonny Stewart, Head of Ecommerce.

“The strength of dotmailer’s Magento connector enables us to pass almost any attribute through from the ecommerce platform, including custom variables. This allows us to create personal, relevant, targeted communications for the customer.”

Bringing the spa experience into email

Using rich media, ELEMIS’ emails enable customers to experience its products online in the same way that they would in a store or spa. In doing so, the brand saw a 20% higher conversion rate through experience-focused emails.

“Anti-ageing skincare is created around many factors, not just the product’s efficacy, but also touch and aroma. Texture, for example, is very important to ELEMIS and our customers. We decided to use not only as much rich media as possible to portray the feel of our products, but also helpful guides on why we use so many different textures and their different effects on the skin,” said Jonny.

Data-driven emails deliver 50% higher open rates

The dotmailer for Magento integration enables ELEMIS to harness customers’ transactional data, as Jonny explains:

“From our post-purchase program, we see a far higher response rate to our general newsletters, actually a 50% higher open rate. This is because we are targeting products and services in our emails to the individual customer. It’s relevant information to them, provided at the right time, which means they’re far more likely to open.”

“I would definitely recommend dotmailer”

“dotmailer makes it incredibly easy to create complex campaigns, enabling us to map this data without requiring a developer, and to create segments through a simple a drag & drop system. This means we can personalize campaigns very easily and very quickly.”

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