How did Skintegra increase attributed revenue from their webshop by 166%?

Main terms to understand:

• Total online revenue - revenue generated through a webshop.

• Attributed revenue - revenue generated by people coming directly from automated messages to the webshop.

• Automation - sequence of messages based on a specific trigger and segmented on specific psychological and behavioral profile attributes.

• Promotional campaigns - promotional communication on a specific topic targeting a particular segment of people.

Introduction:

Creaticon is one of the leading skincare brands in the Adriatic region and has steadily grown since 2014. From the marketing tool stack side, they have already implemented a marketing automation tool to send regular promotional campaigns.

Even though their customers are deeply engaged and Creaticon already had good campaign engagement, there was space for improvement with the help of automation.

At the time, they had 2 automations set up on their webshop which were underperforming. 

By the end of our collaboration, their attributed revenue increased by 166,4% compared to the previous month. From this number, promotional campaigns saw an increase of 174,4% in the generated revenue and automations created 144,8% more revenue than in the previous month.

The Story of Creaticon:

Creaticon is a Croatian fast-growing skincare brand that has brands Skintegra and Skinlick under its roof. Creaticon can proudly say that they have a big base of loyal customers who appreciate the brand’s educational approach to skincare. SK-team lives and breathes happy skin that can be attainable and understood by all mankind. Chemical ingredients and effects, dermatological issues, or health impacts - everything can be explained in easy language so everyone knows exactly what it means and whether they need it. 

When talking about technical challenges - Creaticon understood the importance of having the marketing automation for their webshop, they just needed to figure out how to do it in the best way possible. With just a couple of automations working poorly on their website, they thought it must be something more to the automation part other than what they had. At the time, automations were generating only 14% of the overall attributed revenue.

Success Metric #1 - Total Online Revenue

When speaking of revenue, we must differentiate between attributed revenue and total online revenue. The total revenue is the overall revenue generated through webshop purchases. One part of this number goes to the attributed revenue, also known as a revenue that is generated directly from the automated and promotional efforts coming from the marketing automation tool, in Creaticon’s case via emails. 

In Creaticon’s case, the total webshop revenue improved by a marvelous 109,2% in comparison to the previous month when they didn’t have new automation processes running.

Moreover, the total attributed revenue increased by a magnificent 166,4% compared to the previous month.

These numbers look awesome and are, in fact, the usual results we see after we implement automation processes on a webshop. 

One fact to consider is that the percentage of attributed revenue increase is even higher than what is said in the reports. Why is that? Because a lot of our automated processes lead to resources other than the webshop (like for example social media) and when these leads eventually come to the webshop, they will make a purchase that will not be attributed to the automation, but will be caused by it. Consequently, you can expect an increase in customer loyalty because these leads are already familiar with your brand and count on it in the long term.

Success Metric #2 - Revenue Generated from Automations

Okay, so we analyzed total revenue and attributed revenue and now we want to split attributed revenue into two parts: revenue generated by promotional campaigns and automated processes.

Revenue attributed to the promotional campaigns increased by 174,4%, while the revenue attributed to the automated processes increased by 144,8%. At that point revenue generated by automations risen from 14% to 24,91% of the overall attributed revenue.

These numbers are caught up after only one month of automation processes running.

If we dive deeper into the email metrics, this is what we experienced:

• Unique Opens: 212,9% increase

• Open Rate: 13,6% increase

• Unique Clicks: 182,1%

• Click Rate: 184,4% increase

• Unique Conversions: 158,4%

• Conversion Value: 144,8%

• Bounce Rate: dropped by 6,9%

• Spam Complaint Rate: dropped by 57,1%

• Unsubscribe Rate: dropped by 8,8%

Success Metric #3 - Industry Benchmarks

Ultimately, we need to compare these results to the industry benchmarks, so let’s do it. 

Table 1. Metric Values

Conclusion:

The results we achieved for Creaticon are astonishing but are also expected results we strive for with our work.

Many agencies approach marketing automation from the wrong corner and think technology is the key, but in fact, it is not. Every technology can do most of the things you want/need, but the problem comes when you need to think of efficient automation processes. Everyone sticks to the regular, boring ones that won’t increase revenue by that much.

What you need is a smart and creative approach to automation - and that is exactly what we do.