Gas Jeans: +115% revenue thanks to marketing automation

Gas Jeans, a historic Italian denim brand, recognized the importance of evolving digitally and, through collaboration with Drop | e-business & love!, transformed its e-commerce into a powerful growth tool.

The secret to success? The integration of advanced marketing automation solutions, implemented via Klaviyo, a platform for which Drop is one of the five official Italian partners. This collaboration enabled the brand to personalize the customer experience, enhancing engagement and boosting sales.

Thanks to Klaviyo, Drop implemented automated flows like the Welcome Flow and the Abandoned Cart Flow, designed to respond to specific behavioral triggers. These flows use real-time data and advanced automation rules, such as behavioral segmentation analysis (for example, purchase frequency or previous email interactions), to send relevant and timely messages.

The Welcome Flow greets new subscribers with a sequence of personalized emails based on machine learning logic, optimizing content based on browsing behavior and past purchases. This type of automation achieved email open rates above 60%, demonstrating the relevance and precision of targeting.

The Abandoned Cart Flow, on the other hand, is configured to send automatic reminders to customers who have added items to their cart without completing the purchase. By integrating onsite behavioral data with CRM data, the system identifies the ideal moment to re-engage the customer, sending personalized messages with discounts or additional suggestions based on their purchase history.

The implementation of these solutions delivered outstanding results. Between April and June 2024, the email channel (including newsletters and automations) generated 54% of the brand’s total revenue, with a 115% revenue increase compared to the same period the previous year. These numbers reflect a data-driven strategy that leveraged predictive analytics and advanced segmentation to engage with a growing and increasingly involved audience.

Starting with the subscriber database, Drop used machine learning algorithms to identify the most profitable segments, optimizing targeting and further personalizing email content. The automation system also integrated advanced metrics such as Customer Lifetime Value (CLV) and churn probability, maximizing cross-selling and up-selling opportunities.

What makes this particularly interesting is how marketing automation is driving the brand towards new milestones, with an estimated 23% revenue growth from the email channel by the end of the year. The ability to fully leverage customer data, combined with highly personalized automation solutions, has enabled the brand to turn its e-commerce into a strategic asset, not only for online sales but also for building lasting customer relationships.

LET'S GROW!

— 16 October 2024