AFR Clothing a fashion eTailer is a vehicle for change donating 20% of their profits to charities educating children in Africa. They were plagued with shopping cart abandonment and lacked repeat customers. After implementing triggered emails they increased their conversions by over 14%.

1. Case Study
The Challenge
Cart Abandonment Email Segmentation Repeat Purchases
Over 70% of customers
were abandoning
shopping carts.
AFR Clothing needed a
solution to remind
customers to purchase.
3 Different types of
buyers, (International,
Donors, Activists).
AFR Clothing needs to
segment their buyers to
deliver personalized
messages.
Only 1% of customers
returned for a second
purchase.
AFR Clothing needed a
way to encourage
buyers to remain active
in their mission.

2. The Solution
Personalized & Triggered Emails
Welcome Series Triggered Emails Shopping Cart
Abandonment Emails Open rates and click thru
Automatic Customer
rates outperformed
Segmentation and VIP
industry averages by
Profiles
30% and 4% respectively.
Increased conversions by 15%

3. The Process
A/B Testing The Welcome Series
Email Opt In
Copy
*Note subtle differences "Make a Difference" vs "Subscribe"
and letting the customer know they will choose what emails
they will receive.

4. The Welcome Series
The Thank
You Page
*Note, customers expectations are set. We tell them they
will receive an email from us later, have a CTA and a fun
video to watch

5. The Welcome Series
First Email
Autoresponder
*Note this email came from the founder rather and
customer can reply directly
Customers choose
email frequency from
email copy.

6. The Welcome Series
Customer
Preferences
*Note the only required field is "email". Say NO to Form Fatigue

7. The Welcome Series
Cotent
Emails
*Note rarely do we send promotions, we focus on quality content

8. The Welcome Series
Shopping Cart
Abandonment
*Note, funny emails. NO PROMO, Personalized with name and product

9. The Welcome Series
The
Unsubscribe
*Note, every customer touchpoint is a marketing opportunity.

10. The Results
Don't Take Our Word For It Ask Them
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Kuda Biza
Founder AFR Clothing
Pedro Moras
Partner AFR Clothing
Increased Conversions by over 14%