Creating Intimacy with Gooseberry’s Customers

A French irresistible lingerie label with daring details and the right amount of sass. Gooseberry allows you to feel as pretty, gorgeous & beautiful as you are! Our lingerie seduces you with its delicate lines & its divine details. Chic styles & soft laces are the foundation of our designs.

Gooseberry is an internationally recognised label and because of this has dedicated audiences in countries all around the world. Due to the size of their database, they wanted to create more segmented, personalised campaigns to better engage their audiences.

The first step was to run an audit of the entire database to isolate old, disengaged subscribers.

We targeted this segment with a short, personalised sale campaign to re-engage users. By optimising the subject lines and send times, we were able to create a higher level of personalisation that reignited interest from dormant subscribers. Any subscribers who didn’t open the series were then removed from their email platform, reducing their monthly costs. This not only generated direct sales but also optimised Gooseberry’s ongoing investment in email.

We then began the process of segmenting customers by their purchase history to create targeted lists of subscribers to engage with campaigns tailored to their stage of the buying cycle. By coupling this approach with Klaviyo’s dynamic send time feature, we were able to send highly targeted, personalised emails at the ideal time for each audience. This lead to their campaign open rate increasing by 3X while also doubling their email conversion rate.

To increase the flow of new subscribers, we also devised and implemented a new data capture strategy, resulting in a range of new dynamic email capture points throughout the storefront. This has allowed us to replace the disengaged subscribers we discarded earlier, with new, highly engaged subscribers that can be nurtured into customers.

By introducing a strategic, personalised approach to Gooseberry’s campaign periods, we’ve been able to increase campaign opens by 3X and double the conversion rate while simultaneously saving on monthly platform costs by removing old subscriber data.

These factors combined with the increased sign-up rate from the data capture strategy have together resulted in a 55% increase in email revenue compared with the previous year.