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With Marigold, Vertbaudet was able to create a data-driven welcome journey, driving second purchases through the use of timely and relevant coupons.
“The Marigold team was there every step of the way to ensure that everything was working fine. They always knew what kind of solution to install for our campaign.”
Vertbaudet noticed that customers who purchased more than once were more likely to become loyal clients. With this in mind, they wanted to create a customer journey specifically for new clients who had recently shopped with the company for the first time.
Partnering with Marigold, Vertbaudet created a cross-channel email and SMS journey with multiple touch points, designed to engage customers in the first three months after their initial purchase.
The welcome journey encouraged second purchases with timely, personalized coupons and delivered excellent conversion rates across both online and in-store channels.
Vertbaudet noticed that customers who purchased more than once were more likely to become loyal clients. With this in mind, they wanted to create a customer journey specifically for new clients who had recently shopped with the company for the first time.
To make it work, they needed a solution that could automatically generate unique coupons redeemable online and in stores, coordinate campaigns across multiple channels, and control the number of messages each customer received to avoid over-communication.
Just as importantly, they wanted to give the marketing team the ability to update automated templates independently, without relying on technical support.
Working with Marigold, Vertbaudet designed an email and SMS journey with several touch points, aimed at customers who had made their first purchase in the last three months.
The standout features of the welcome campaign included:
Dynamic content: A self-service library of templates enabled the marketing team to build messages quickly. Using ten core layouts, each with four variants, they rolled out 40 different email and SMS messages across the automated welcome campaign.
Voucher code system: By integrating Selligent by Marigold with their enterprise resource platform, the team was able to generate and assign coupon codes
and discounts to each individual customer. They could then use simple data fields to insert these coupon codes dynamically into messages.
Customer-centric cadence: With Selligent by Marigold’s cadence management, Vertbaudet controlled the number of messages each customer received and prioritized the most important or urgent communications.
Universal content updates: Vertbaudet centralized all email header and footer content in a single data table within Selligent by Marigold. Updates made in one place automatically refreshed across every template in real-time.
The welcome journey encouraged second purchases with timely, personalized coupons and quickly proved its impact. Vertbaudet achieved excellent conversion rates, including 42% overall, 49% online, and 38% in-store.
