How to reduce your email marketing costs by 27%

[vc_row][vc_column][boc_heading html_element=”h4″ color=”#333333″ margin_top=”-15px” margin_bottom=”30px”]A case study from childrenswear retailer[/boc_heading][vc_single_image alignment=”center” image=”2614″][vc_column_text]Email creative creation can be a time-consuming task and cost your business significant dollars. Today, we’ll go through how children’s products retailer Odevaika cut email marketing spend and deployed more email campaigns at the same time.


Odevaika is a Russian children’s products retailer that sends millions of messages each year through ExpertSender. Their online catalog offers a wide range of children’s and teens products from some of the most famous brands, including PlayToday and S’cool. They run promotions and discounts on products, such as children’s clothing, festive clothes, and school uniforms. They are trusted by thousands of customers from around Russia.


How to reduce email marketing costs?

Odevaika wanted to create significant cost savings for their business by reducing the amount of time required for marketing specialists to create and deploy their email creatives. They needed a solution that would streamline the campaign creation process and limit the amount of HTML coding required for each email campaign.


To simplify and shorten the creative creation process, Odevaika designed two templates which contain code that extracts product data from data tables using the product’s ID. When sending their customers regular newsletters with new offers, they need only to update the data tables with the desired product IDs. The appropriate product data is then populated and automatically displayed in the email.

In the example above, the code is automatically extracting product data from ExpertSender’s data tables
for products in specific categories as selected by the Odevaika team.



The change in the creative process saved Odevaika 27% in their email creative production costs.

Thanks to ExpertSender’s automated email creative creation solution, our email marketing process is more streamlined and significantly less time-consuming for our marketing specialists. We’ve now got a very quick turn-around time for our campaigns, saving money and time at the same time.

Olga Schedro CEO, Odevaika

Technology used

  • dynamic content
  • data tables
  • API

Dynamic Content is having the capability of loading content from external sources, servers and RSS feeds in various formats such as HTML and XML. Content manipulation and conditional logic is powered by Microsoft .NET C# allowing for almost endless possibilities.

Data Tables are database tables based on the Relational Model and can be used for storing client data from external systems. They are useful whenever the stored data has a complex structure, as is typically the case with a customer’s purchase history. Storing this data in Data Tables allows for the use of even more advanced segmentation.

API via RESTful web services allows allows for comprehensive list and relational data table management, sending messages and reporting.

Thanks for taking the time to read our case study. You can download PDF version here. We’d love to talk to you about your email marketing program and help your business row. Schedule a demo today![/vc_column_text][boc_spacing height=”30px”][/vc_column][/vc_row]

Written by
Marcin Chruszcz
Account Manager at ExpertSender
Email and marketing geek. Specializes in email deliverability, strategy and design. Basketball and MTB riding enthusiast.
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