How Zusss increased ROI using dynamic transactional email

Transactional email is rarely considered when adding value to the customer journey, even though it has endless potential. Lifestyle and fashion brand Zusss is on a mission to unlock that potential. With a large online collection and 400 stores in the Netherlands and Belgium, Zusss has a significant customer base. To connect with all these customers on a personal level and send them personalised recommendations, Zusss found its way to Spotler SendPro.

By adding Spotler SendPro to their marketing mix, lifestyle and fashion brand Zusss can send highly personalised transactional emails to their customers, resulting in even higher conversions and brand loyalty. They reach their goals by:

1. Showing their brand identity throughout the entire Customer Journey;
2. Developing dynamic emails based on customer behaviour;
3. Displaying the next best offer through a CDP connection.

Zusss’ Challenge

The bigger your customer database gets, the more different people you’ll find. To give every customer a tailor-made experience throughout their journey with your brand, you need data, and the possibility to use that data to the maximum. Combining Spotler’s CDP, email marketing & transactional email solutions, Zusss is on a journey to unlock all the potential the inbox offers.

Showing brand identity throughout the Customer Journey

Creating a consistent look and feel is one of the main marketing goals for Zusss. They aspire to be basic in their own unique way, with a little cheeky touch. Sending out the plain transactional emails their webshop provides obviously didn’t fit Zusss’ vision. Looking for a way to add this coolness to their emails, they found Spotler.

Dedicated software for marketing and transactional emails

By using both SendPro and Mail+, Zusss enabled their marketing team to benefit from all the potential email has to offer. Instead of using an all-in-one solution, Zusss recognised the value of having best-of-breed software for both types of email communications. With this strategy, Zusss uses all the tools & knowledge Spotler offers to send out newsletters and promotional campaigns and uses SendPro to deliver triggered emails from their webshop and other business software straight to their customers’ inboxes.

Both being part of Spotler, this combination of best-of-breed tools gives Zusss the certainty of having specialised software, still enjoying the same benefits an all-in-one solution would provide:

• Flawless integration with their webshop and between platforms;
• Expert support in their language on both platforms;
• The email templates created in Mail+ can also be used in SendPro.

Dark mode templates

With the rising usage of Dark Mode in email, Zusss wants to stay up to date and relevant to all recipients. To avoid losing valuable conversions from customers who use Dark Mode, Zusss had to convert their old templates to Dark Mode-proof emails.

Behaviour-based content

More than just having transactional emails in their brand’s style, Zusss wants to explore the endless possibilities transactional email offers. They know every customer has different interests. Based on their order details, the emails they receive contain relevant information.

That information goes beyond simply telling people what they ordered. They know. What matters is what they can expect next. For example, their order confirmations contain a dynamic block that only shows when customers pay with PayPal, showing terms and conditions on returns that only apply to PayPal payments.

Having the option to show content based on customer behaviour goes beyond stating what happened – it also gives you a powerful tool to suggest what a customer should buy next.

Displaying the Next Best Offer

You might think of the transactional email sending process as pretty static. Take a webshop and a tool like SendPro, and that’s it. The webshop provides your transactional email tool with the data it needs to deliver a beautifully crafted order confirmation. However, our API allows for much more than designing and delivering an email during this process.

Zusss uses a Customer Data Platform (CDP) to show “You Might Also Like” recommendations on their webpage, the way most webshops do. By connecting to this CDP, SendPro retrieves relevant data about the customer and is able to show the next best offer per recipient. Ordered a shiny summer outfit? These sunglasses go so well with it!

A Customer Data Platform combines personal information with standard practices to predict what would go well with items you’re looking at and with items you’ve purchased already. This makes the CDP + SendPro connection ideal for Zusss: They now have the opportunity to promote highly relevant products to people they know are engaged with their brand. See the example of their order confirmation email.

“As an email marketer, the possibility of combining marketing and transactional email makes me very happy.”
Natasja de Jonge, Email Marketer

On the roadmap: An even deeper integration between marketing solutions

Zusss’ future plans are clear: their marketing solutions need to work together on an even deeper level than they currently are. More platforms (like their ERP) are to be connected to SendPro. SendPro will play an even more significant role in their marketing efforts, including newsletter subscriptions via transactional email and an integration with review solutions.