The challenge: Driving sales, connecting with customers, growing the company
Yuool has plans to open even more stores and double the company size. This ambitious goal depends on generating more sales through email campaigns, since a sizable part of their revenue comes from email. Their main challenge is to gain and retain customers, and drive revenue with their email marketing strategies.
In 2020, Yuool switched from another email service provider to Mailchimp. Eduardo says that their customer lifetime value is high, and they knew that to continue fostering those relationships, they needed to use a strong platform. “We like using Mailchimp because it's easy to use, and focuses on high quality delivery.” He says they appreciate the user experience, analytics, and integration capabilities, as well as the ability to resend the same email to people who didn’t open it the first time. “We like using the resend feature because we can get our message out to the most amount of people without having to rebuild the email,” he says.
Since growing their audience is a vital part of their strategy, they have a few tactics to help gather contacts. One way is through integrating their online store, VNDA E-commerce, with their Mailchimp account. Eduardo says, “Based on clients' purchases, and website and store behavior, we know what products they’re interested in, how much they’re used to spending, their purchasing frequency, etc.” He goes on, “We tag contacts based on purchase activity through Mailchimp’s automations.”
The top of their sales funnel also includes specialized landing pages. For example, they feature artist collaboration announcements for limited-edition shoes, and collect email addresses from people who want to know when the sneakers are available to purchase. “Unbounce is our main tool for lead capture and A/B testing. We gather these leads through the Mailchimp integration, and we send them directly to a specific audience,” Eduardo says.