BuyWow is a completely natural, eco-friendly D2C beauty brand.
BuyWow had a decent brand awareness and market presence but faced the challenge of getting customers to use their products over time.
Their products had the potential to deliver impact, but it required consistency. The team realized they had to help customers build a habit or a regime, not just sell the product benefits.
Harsh Khanna knew content could come to their rescue.
As a brand dedicated to safe skin and hair care, BuyWow educates its readers about the ingredients used and their benefits. Topics such as lifestyle, wellness and self-care are also of interest to their reader base. There was a ton of relevant and useful content that could be personalized and delivered.
Though people consume a lot of content, it is rarely about a single topic. Marketers know it is difficult to engage the audience repeatedly with a topic to make them aware.
So how does BuyWow counter this problem?
The brand's marketing mix consists of Facebook, Google and web pushes. They also churn new channels and explore avenues to improvise and optimize the costs.
Email contributes to a small but significant part of their mix. It is reliable for international campaigns and as a medium for customer communication. While necessary, email wasn't engaging for awareness campaigns though.
Until they found Mailmodo.
To hear it straight from Harsh:
Email is the bread and butter for every business. Post-transaction emails, order booking confirmation, automated emails, etc are necessary. But over and beyond, is more essential to brands today. Mailmodo offers that. - Harsh Khanna, Growth Marketing, BuyWow
The rise of video platforms like Tiktok and Instagram reels sends marketers signals. Static images, plain text and HTML emails no longer hold the user’s attention anymore.
This brought Harsh to interactive emails and Mailmodo. Having dabbled with interactive AMP emails when leading marketing at Traya , Harsh knew the impact it could have on engagement.
AMP emails delivered a website-like experience with interactive elements inside email. Marketers could add forms, carts and bookings inside emails. User actions in email shorten their journey making the experience smooth and frictionless.
Before, the user had to navigate through three or four different pages or platforms. If one could engage them in a single platform, the drop-offs could reduce.
That's exactly what BuyWow saw in their awareness and abandoned cart campaign results.
BuyWow saw 4x higher conversion rates with Mailmodo. The open rates were also better.
The cart abandonment campaign got a recovery rate of 5% with 1,421 orders recovered.
Promotional and event campaigns
Going forward, the brand wants to start sending their offers, promotional and event campaigns also through Mailmodo.
With WebEngage integration, BuyWow wants to use purchase history and patterns to trigger personalized emails with predictive analytics. The team also wants to boost customer engagement and revenue.
Content hub on email
Harsh envisions building a content hub on email as a home to all the content relevant to their audience segments.
Imagination and creativity is the only limit with an offering like AMP emails. - Harsh Khanna, Growth Marketing, BuyWow
We couldn't have put it better ourselves. We're exploring and discovering a lot of potential use cases and applications with our partners.
Start your free trial today and send your first interactive email within minutes!