Creating customer journeys for leading jewellers

Fraser Hart approached our team to refine their email automation to optimise customer journeys and boost lifetime value. The primary goal was to dissect the customer experience from the moment of engagement, whether through website visits or newsletter sign-ups, and transform each touchpoint into an opportunity to drive purchase intent.

Collaborating closely with the Fraser Hart team, we embarked on a comprehensive assessment of their customer journey. We meticulously analysed various stages of the buyer’s path, aiming to identify potential bottlenecks or missed conversion opportunities. Our strategy revolved around leveraging email automation to augment customer engagement and streamline the conversion process.

Setting up email marketing journeys increases the likelihood of customers converting so we looked at potential ways to interact with customers.

First, we set up an automation for their  ‘abandoned cart’, which gave customers a reminder and incentive to purchase. We also crafted journeys for their new subscribers and tailored sequences for their bridal customers, focusing on the stage in their journey and segmenting the database to ensure the right message lands in the inbox.