Botanic increases email engagement with personalized, post-purchase journeys

The challenge: Making personalization meaningful

For years, personalization in retail had fallen short. Botanic recognized that true personalization meant more than inserting a name. They wanted to deliver value and relevance. Based on what customers had purchased, they wanted to anticipate what information could help them next.

With over 70 garden centers and a thriving eCommerce business, the brand wanted to bridge the gap between in-store expertise and digital communication. The goal was to use customer data to deliver meaningful content that enhanced product satisfaction, reflected sustainable practices, and reinforced Botanic’s trusted position as a gardening advisor.

The strategy: From purchase data to meaningful engagement

Partnering with Selligent by Marigold and AI&DATA, Botanic built a strategy centered on relevance, timing, and customer value. The approach used post-purchase behavior as a springboard to send personalized, tailored, educational follow-ups. Each message reflected Botanic’s commitment to sustainability, providing guidance on zero-waste, zero-pesticide gardening and helping customers get the most from their purchases.

By transforming transactional data into personalized communication, Botanic extended its in-store expertise into the inbox.

The execution: Triggered email journeys that add value

With Selligent by Marigold, Botanic automated a new generation of post-purchase journeys that made personalization both scalable and useful.

Key tactics:

• Customer profiles and data-driven targeting: Botanic enriched customer profiles with receipt scans to identify purchased product categories. Unified data within Selligent improved targeting accuracy and ensured every message reflected each customer’s interests and purchases.
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• Trigger campaigns: Automated workflows in Selligent were triggered when customers bought specific product categories, delivering timely, contextual messages tailored to each buyer’s journey.
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• Personalized email marketing: Post-purchase emails were linked directly to customer transactions, allowing Botanic to deliver relevant, helpful messages after purchase.
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• Content relevance: Each email contained practical, educational content—such as how to install a home vegetable garden, sowing advice, mulching tips, and harvesting guidance—all aligned with Botanic’s eco-friendly values.
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• Campaign rules and exclusions: Botanic carefully managed marketing pressure with the help of Selligent’s technology, by sending only one email series per theme per customer. Cadence management helped to prioritize themes, and items customers had already purchased in the previous twelve months were excluded.

The results: Higher engagement through relevance

The results have been exactly what Botanic was hoping for. Since implementation, the brand has delivered more than 60,000 personalized emails and achieved:

• 37% open rate (72% above retail benchmark)
• 99% deliverability rate
• 0.18% opt-out rate
  
  

With Selligent by Marigold, Botanic increased the relevance of its communications, improved performance, and strengthened engagement.

Partner Profile: AI&DATA

Created in 1972, AI&DATA is the oldest data marketing company in France. Over the past half century, AI&DATA has built real expertise around data, from collection and standardization through to marketing activation, developing the true value of data for its clients.

Why Marigold

With Selligent by Marigold, Botanic connected data, content, and timing in one unified platform. The result: personalized customer journeys that extended the brand’s trusted in-store experience online. 

Deliver relevant, personalized journeys with Selligent by Marigold →