Taranko

Goals

To improve the performance of its marketing campaigns and build loyalty among as many online store customers as possible, TARANKO needed a high-performance marketing automation tool that was also easy to use.

The company also wanted to take advantage of effective customer segmentation and hyper-personalized communication based on customer data. In search of the right solution, TARANKO turned to ExpertSender, a leader in the Polish marketing automation market.

Solution

Using the ExpertSender, TARANKO began applying RFM segmentation to evaluate customer activity across three dimensions:

• the time since the last purchase (Recency),
• purchase frequency (Frequency),
• and spend value (Monetary).

Based on this method, TARANKO assessed the value of individual customers and identified two key segments: the most active - and therefore most valuable - customers, who buy frequently and spend the most (VIP / Premium Segment), and those who buy often but have not yet spent as much (Potential Loyalists).

TARANKO delivers personalized content to both of these segments. Premium customers receive communication that emphasizes their special relationship with the brand, while Potentially Loyal customers receive information about bestsellers to encourage them to increase the value of their next purchase - and ultimately move into the Premium segment.

In addition, TARANKO uses ExpertSender to create a thoughtful brand onboarding journey by sending a series of emails both to newsletter subscribers and to new customers. Through this channel, both groups are introduced to the world of the TARANKO brand and gradually immersed in its aesthetic and product offering. Every message sent to customers is carefully refined and distinctly feminine - from the tone of voice and visual design to the content topics themselves. TARANKO creates newsletters to inspire. As a result, customers look forward to receiving them, and often say so themselves.

An especially important role in developing personalized communication is played by the TARANKO Club. It brings together a community of exceptional women around the brand who not only take part in exclusive contests, but are also invited to collection launches and other important events. The TARANKO Club is a community of loyal brand enthusiasts. TARANKO knows that its long-term, loyal customers are its greatest strength. Women who have been connected with the brand for many years are exceptional ambassadors and members of its community. They choose TARANKO for everyday wear, weekends, the office, and the most important moments in their lives - TARANKO dresses accompany them at weddings, birthday celebrations, and family holidays. The brand knows its customers and understands what matters to them. Data from TARANKO Club members is used in ExpertSender scenarios so that the communication directed to them is perfectly tailored.

TARANKO also uses data on previous purchases and viewed products to segment customers by product category. Using a recommendation engine, it sends them content that is genuinely relevant and more likely to encourage a purchase. For example, customers who bought coats and sweaters during the equivalent season last year - or visited those product categories in the online store within the last 90 days - receive a dedicated message related specifically to that product group.

Results

Using the ExpertSender platform not only enabled TARANKO to segment its contact base more effectively, but also made it easier to deliver personalized communication based on each customer’s previous behavior.

As a result:

• The overall email open rate increased by 21%.
• The click-through rate (CTR) grew by 9%, reaching 6%.
• Currently, 56% of TARANKO's database consists of active subscribers.