How Ramsdens increased online revenue by 60% with email marketing automation

Ramsdens offers a variety of services, such as currency exchange, prepaid travel cards, and international money transfers. It employs over 600 staff across 130 stores nationwide. Ramsdens also operates an eCommerce business for new and pre-owned watches and jewellery. eCommerce Marketing Manager Jack Jahan is responsible for optimising cross-channel marketing to drive revenue from the website. Email plays a pivotal role in Ramsdens’ marketing strategy, with Jack solely accountable for the email strategy and performance.

Ramsdens’ previous email service provider was based in Canada. Relying on a support team on a different continent and time zone was frustrating and time-consuming. Jack started to feel that his needs were being neglected. Implementing Spotler has given the team clear visibility on which re-engagement campaigns work best. Email performance began to struggle due to poor deliverability. Open and click-through rates plummeted as a result. The company was losing out on large amounts of potential revenue because it didn’t have anything to combat basket abandonment.

“Spotler’s CDP allows us to tailor emails in real time and engage with the lead whilst they’re ‘hot’. It needs very little maintenance and has shown huge results and ROI which has impressed our Board of Directors!”

Moving to one solution

Ramsdens switched to Spotler’s eCommerce solution, which combines email marketing with email retargeting, marketing automation and personalisation.

Ramsdens benefited from Spotler’s UK-based support structure and strategic consultancy. Jack was provided with a dedicated Professional Services Advisor to guide him through the onboarding process. Jack was also assigned a Customer Success Manager who works with him on an ongoing basis to discuss Ramsden’s strategy and improve email performance.

The drag-and-drop editor allows Jack to create engaging and effective emails in a fraction of the time. He also has access to more advanced features, such as the subject line selector, spam testing, and Litmus testing, which have helped improve deliverability.

Spotler’s eCommerce solution offered Jack everything he needed to track web behaviour in real time. He can now send triggered emails to retarget people who abandon the website without completing a purchase.

Sales increased with 60%

Since switching to Spotler, Ramsdens has seen fantastic results:

• Sales have increased by 60%. 34% from cart recovery campaigns and 26% from browse recovery campaigns.
• Open rates on other email campaigns have increased by 10% and click-through rates by 15%
• Cart abandonment recovery generates almost triple the revenue of organic website sales.

Jack found the onboarding process simple. His dedicated Onboarding Consultant, Watipa, set up the abandonment campaigns with him so that Jack could get started immediately. After completing onboarding, Ramsdens saw an immediate revenue uplift of 18%. After working closely on the strategy with its Customer Success Manager, Liz, revenue has risen by 60%.

Much easier and time-saving!

Jack now finds it much easier and saves time when creating email campaigns. This frees up his time to carry out more in-depth analysis of campaigns to ensure Ramsdens’ email strategy is evolving to meet its customers’ needs and expectations. Now that Jack can access the subject line selector, he can test multiple subject lines within a single campaign. Using this with the other tools now available to him, such as spam testing and Litmus, has seen email open rates increase by 10% and click-through rates by 15%.

Ramsdens sees over four times the value of their annual contract every month, so for every £1 they spend with Spotler, Ramsdens gets £48 back in revenue.

“I very much trust the Spotler team, what they promised they have delivered and then some. The Spotler solutions combined have exceeded our expectations and delivered real ROI in a short space of time.”