Challenge
Zezebaebae, continuously growing as a leading U.S. marketplace specializing in infant products, had already implemented basic Klaviyo flows such as the Welcome, Customer Winback and Browse Abandonment flows. However, due to limited resources, they were unable to boost the revenue from email marketing, and the percentage of the revenue from these flows remained in the single digits.
Solution
By integrating Retentics’ unique AI features, such as purchase timing predictions and tailored product recommendations based on business logic, into the existing flows, we enhanced the personalization of the brand's emails. This ensured the messaging resonated with the audience, with the goal of increasing email revenue.
Result
About Zezebaebae
The Challenge
Previously, Zezebaebae had the structure of email flows provided by Klaviyo. Nonetheless, they could not pay much attention to flows due to a shortage of internal resources. As a new brand just starting to grow, attracting new customers was their top priority. Nevertheless, as their customer base and revenue increased to some extent, they recognized the necessity to focus on encouraging repeat purchases. Given the nature of Zezebaebae’s business of baby products, it was essential to analyze buyers’ purchasing patterns to recommend suitable items for their next purchases as well as predict the optimal timing of their order. However, the flows they were using were basic email flows provided by Klaviyo with manual settings, and they could not pay much attention to flows due to a shortage of internal resources. This was why their need to develop even more efficient flows for managing post-purchase interactions aligned well with Retentics even more.
💡 Solution of Retentics
1. Replenishment Flow -Customer Win-back Flow(original ver) vs. Replenishment Flow(Retentics ver)
Retentics implemented an replenishment flow for ZZBB to predict customer next purchase timings, and compared its performance with ZZBB’s existing Winback Flow, whose structure was a basic one provided by Klaviyo. By analyzing their buyers’ purchase patterns and effectively encouraging repeat purchases, ZZBB’s email-driven revenue increased by four times. Within just one month, this flow accounted for 8% of ZZBB's total e-commerce revenue! Take a look at the original customer win-back flow, where emails are sent to customers after the trigger of 50 days, which was manually set after their last purchase. The results were not favorable, with open rates near 0% and the revenue per recipient also falling short. This undifferentiated standard of 50 days definitely needed personalization, and Retentics’s solution successfully established a custom timing setup using Retentics AI, called the replenishment date, which predicts when a customer is likely to place their next order. Despite Retentics’ replenishment flow being implemented a few days after the original flow, our client saw email-driven revenue increase by nearly four times, with revenue per recipient exceeding eight times the previous value. These results proved that Retentics AI’s optimization significantly outperformed the basic flow settings.
2. First Purchase Bounce Back Flow
The First Purchase Bounce Back Flow may appear similar to the Replenishment Flow, but it has a distinct purpose: specifically targeting buyers who have not engaged after a certain period following their first purchase. It performs particularly well for brands whose priority is to acquire new customers. In the case of ZZBB, they achieved a 14% share of their total e-commerce revenue solely from this flow! While the replenishment flow is optimized for customers who have made at least two purchases, the First Purchase Bounce Back Flow enabled ZZBB to analyze first-time customers and develop strategies to prevent churn, leading to positive outcomes. Previously post-purchase interactions were managed through the Winback Flow, manually set to 50 days for all buyers. On the other hand, with Retentics AI, our customer could utilize a more optimized flow to better fit the specific patterns of their buyers.
3. Welcome Flow Optimization
Retentics goes beyond traditional recommendations by incorporating our customer companies’ business logic into the welcome flow, ensuring that the most suitable items are recommended to first-time customers.
Through the Recommendation Block by Retentics, email-driven revenue of our customer more than doubled compared to previous amounts.
Many who have ever used the recommendation features of ESPs would know that they often recommend hero or top-selling items to customers who have little or no purchase history. Consider the case where products for replacement are being suggested to first-time buyers: even if these products are the best-selling items, they should be targeting customers who have placed an order at least once.
In contrast, Retentics’ recommendations are based on our own logic that identifies the most suitable items for first-time buyers. That is, while Klaviyo suggests the most popular item of all time, we take into account the customer’s actual journey of purchasing the brand’s products.
Previously, Zezebebe had a welcome flow that included top-selling recommendations, but customer engagement was nearly 0%. However, Retentics optimized a logic tailored specifically for baby products, identifying the best solution to help Zezebaebae achieve such successful results.
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