Download Conrad Electronics

Conrad Electronics increase
revenue from email marketing
by 56 percent in six months
Based in Prague, the Czech Republic, Conrad Electronic
Česká republika, s.r.o. operates as a subsidiary of the
Germany-based Conrad Electronic SE, which is an online
retailer of electronics. Conrad offers a wide range of products,
including the computing equipment, multimedia devices,
modeling systems, home-automation technology, tools,
electronic components, batteries, and power and motoring
products.
IBM solution
• IBM Marketing Cloud - Silverpop
Benefits
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Increased annual revenue by 56 percent in six months
Email open rates up by 79 percent
Click-through rates up by 50 percent
Email delivery rate at 99.22 percent
Annual increase in turnover in 2012/2013 by 85 percent
Annual increase in turnover from newsletters in 2013/2014 by 55 percent
Overall increase in turnover since tool implementation by 220%
Customer’s problem
Conrad Electronic Česká republika, s.r.o. aimed to increase the revenue,
acquire new customers and enhance customer loyalty trough more
effective email marketing. The goal was to decrease the email bounce
rates and increase the email open and click-through rates. The company
was looking for a solution that would allow it to develop personalized and
automated marketing programs.
Suggested solution
The client uses IBM Silverpop software to dynamically build emails and
promote the favorite products of individual customers. Preferences are
captured through the software’s web-tracking capabilities. By using the
software, the client can deliver highly relevant marketing and sales offers
to customers.
Working closely with their business partner VIVmail.cz, Conrad developed
seven new automated marketing programs by using the new platform.
This platform includes a welcome program that helps the client acquire
new customers, a cart-abandonment program that targets customers
who did not proceed to purchase, so that the client can offer help with
the completion of the order or send discount emails, and a reactivation
program that offers specific discounts to an idle customer. The programs
are triggered based on customer’s actions and behaviors or time when
the customer meets specific segmentation criteria.