CASE STUDY

Revenue Growth Through Lifecycle Campaigns at Brast24.de

For the Brast24.de brand, we integrated the email marketing software Brevo and developed automated campaigns that significantly increased email-driven revenue in Shopify.

Starting point

Brast24.de, a brand of Bon Mercato GmbH, is a specialized online shop for garden & leisure. For more than 15 years, it has delighted over 200,000 customers a year with its own products, including greenhouses, lawnmowers, garden furniture and hot tubs. It also offers its own spare parts to make its products as sustainable as possible.

Challenge

Bon Mercato GmbH faced the challenge of connecting the marketing platform Brevo to its Shopify online shop. Since the products available on Brast24.de are mostly high-priced, acquiring customers is expensive. A sophisticated customer retention strategy via email marketing is therefore all the more important.

“As our marketing team is relatively small, we don't have the capacity to build expertise in every area. As a specialized Brevo agency, Saphiron helps us understand email marketing better and proactively supports us with in-depth knowledge of the platform. I was particularly impressed by the fast response time and problem-solving skills.”

Carolin Mähliß Head of Digital Marketing at Bon Mercato GmbH

Our approach

Using Brevo’s Shopify plugin, most use cases can be implemented through data synchronization. For special scenarios, such as the use of UWG contacts (contacts under the German Unfair Competition Act), workarounds have to be found for Brevo.

Implementation

First, we set up the Brevo account including the Shopify plugin. After that, it was important to us to go live with the most important lifecycle campaigns as quickly as possible. In addition to a welcome campaign and an abandoned cart campaign, we set up a browse abandonment campaign and a reactivation campaign to counter the high acquisition costs.

To increase the delivery rate, we decided together with the Bon Mercato team to implement a dedicated IP and a subdomain and to carry out a warm-up.

Special automations also make it possible to send campaigns to UWG contacts, even though Brevo doesn’t support this by default.

To further increase customer loyalty, interests are collected for advanced personalization, and feedback on the emails is gathered via micro-surveys.

Results

The automated lifecycle campaigns significantly increased email-generated revenue in the online shop. Progressive profiling helps Bon Mercato personalize email content more granularly over the long term.

Our email marketing consulting has laid the foundations for further measures, such as structured A/B testing and audience-specific reactivation campaigns.

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