Taking a fresh approach to campaigns
Consumers are drawn to brands with a story to tell and are delighted by companies that understand their needs. L’Occitane uses Adobe Campaign to do just that—gain a deeper understanding of customers and bring them into the narrative.
“We use Adobe Campaign to view customer purchase history, website behaviour and targeting criteria,” explains Besson. “If we launch a new product, for example, we can see which customers expressed an interest or even made a purchase, as well as the recency and frequency that they engage with content. This sets us up for more focused targeting.”
Since adding personalised content to the mix, L’Occitane has seen a steady uptick in click-through rates to the website. The email marketing team worked closely with the web team to create a seamless experience that moves customers smoothly from email to landing page to purchase.
L’Occitane received a strong response when it launched a new “year in review” email. Customers received a personalised snapshot of their activity over the past 12 months with up to 7 different data points, including purchases and favourite product categories.
“We saw such big returns from this personalised email, with an influx of clicks, visits and overall engagement,” Besson says. “Through Adobe Campaign, we can show our customers that we know who they are and that we’re listening, with the goal of strengthening loyalty.”
L’Occitane also ran successful holiday campaigns throughout December, incorporating elements such as dynamic first-name personalisation, weather-related content, boutique locators, live polls and countdowns. On Black Friday, the company worked with Adobe to deploy over 4 million emails to customers and prospects, with 99% of them successfully delivered. The team achieved an open rate of 12.85% and a response rate of 13.87%, increasing traffic to the website and driving sales.