Personalised campaigns on Autopilot

Background and Strategic Challenge:
Miinto, a Danish marketplace for high-end fashion clothing and accessories, features products from independent stores across Europe on Miinto.com, attracting customers from over 14 countries. Unlike traditional retail or e-commerce, Miinto operates on lower margins, presenting a strategic challenge in attracting profitable customers without over-relying on discounts.

High-end fashion loyalty typically favours brands over retailers, complicating customer retention and the enhancement of customer lifetime value, especially with limited discounting capabilities and challenges in profitable retargeting through social media channels.

Enhancing Marketing Automation
Between 2019 and 2021, Miinto increased their customer lifetime value (CLV) by 31% excelled in personalisation using Agillic’s marketing automation platform.

Through Agillic’s platform, Miinto implemented targeted strategies like welcome flows, abandoned basket prompts, and winback campaigns, which, while highly effective, had limited reach. Alongside, Miinto engaged in manual campaigns during major sales events and conducted weekly flash-sales, which achieved broad reach but lower conversion rates.

The strategic challenge was to harness the potential synergy between high-reach manual campaigns and high-conversion automated communications.

Strategic Overhaul
The strategy involved analysing and automating mid-funnel communications, moving away from uniform messaging towards more varied and engaging content. This shift not only streamlined operations but also significantly improved outcomes.

Innovative Solution and Streamlining
In April 2023, Miinto launched its first generation of automated campaigns aimed at customers with medium purchase intent. Using Agillic’s features such as behavioural content and advanced customer data utilisation, these campaigns dynamically targeted users who had shown recent interest but hadn’t completed a purchase.

Campaign communications, now more systematically managed, alternated between manual and automated messages, prioritising the latter with 15% discounts to conserve costs and enhance profitability.

Results
The new automated strategy resulted in a substantial increase in revenue contribution from automated campaigns, which grew by 133%, and a direct increase in value from automated communications by 153% year-on-year.

Additionally, the implementation of automated campaigns reduced the volume of manual flash sale campaigns by 50%, allowing more focus on optimising major sales events.

Increased Efficiency and Cost Reduction
Annually, over 1,000 campaign newsletters were produced across more than 10 markets. By halving the frequency of manual flash sales and focusing on automated campaigns, Miinto not only saved significant time but also improved the effectiveness of its marketing efforts.

Miinto’s partnership with Agillic has set a new standard in marketing automation, delivering increased revenue, improved customer relevance, and an enhanced customer experience, effectively taking the company from good to great.

This new approach, exploiting the unrealized potential between manual and automated campaigns, led to more dynamic and varied communication. By focusing on refining mid-funnel communication, they ensured messages weren’t too uniform, resulting in significant improvements.