Long Tall Sally nurture customer loyalty with an automated nursery program
The brand achieved excellent open rates across the program as high as 62%.
Brand: Long Tall Sally
Website: https://www.longtallsally.com/
Campaign details
Nursery Program
Average open rate: 36%
Average click to open rate: 20%
Context
Long Tall Sally is a British brand that believes tall women are exceptional, not the exception. Founded in London in 1976, the retailer sells clothes and shoes to one million tall women across the globe, via eleven localized websites and one flagship store in London’s Chiltern Street.
What data was used?
The data is fed into the Adestra platform via a transactional feed which captures customer data from Long Tall Sally’s e-commerce website.
Objectives
- Nurture customer loyalty
- Prompt customers to repeat purchase
- Encourage readers to celebrate their height
- Give readers style inspiration
What makes this a performing campaign?
Long Tall Sally reinforces its unique selling points in the body of the email and encourages subscribers to become part of its community, while promoting its new collection.
This new program achieved 80% higher engagement than their business as usual campaigns – highlighting the benefits of sending a more personalized, engaging message, especially to new customers. The program has been launched across four territories: UK, Germany, US and Canada.
The results
The brand achieved excellent open rates across the program as high as 62%, alongside click rates of up to 25%. Unsubscribe rate is less than 0.4% across the whole program.
