Astley Clarke is using the Emarsys artificial intelligence enabled cloud marketing platform to automatically analyse customer data, create individual customer personas and deliver personalised communications to them.
“Our online marketing was quite basic before - nothing was automated or tailored, and we couldn’t really see how well our subscribers were interacting with the content,” says Emma Duff, Head of E-commerce, Astley Clarke. “With Emarsys, we can collect and act on more information from our database and allow them to tailor their content preferences. The platform has been well-received, and email is our strongest revenue driver in the business.”
The software has also helped Astley Clarke target likely present buyers through an option on the site which allows customers to ‘drop a hint’ to a friend or significant other if there’s a piece of jewellery they would like. The information is captured by Emarsys and the platform automatically sends out an email to the present buyer.