Transforming data into actionable insights and boosting email marketing success
PharmaMarket is an online pharmacy that is part of Antverpia, a pharmacy chain with 11 branches in Antwerp, Flemish Brabant and East Flanders, Belgium. Antverpia Pharmacy, founded in 1959, has grown into a thriving group of 11 pharmacies and a pharmaceutical wholesaler. 2013 PharmaMarket, their online pharmacy, was established to meet the increasing demand for convenient online purchases of care products, pet food, and medicines.
With over 32,000 products from 900 brands, PharmaMarket offers a wide range of options, including major care brands, nutritional supplements, and alternative therapies.
Boosting efficiency with an all-in-one solution for email marketing, marketing automation and segmentation
Even before adopting Custobar, PharmaMarket's Marketing team actively engaged in email marketing. However, they faced limitations with their standard newsletter tool. Managing data, such as opt-ins, became problematic. Furthermore, the setup was overly complicated, lacking segmentation functionality. This meant manually generating newsletter lists in another system and uploading them into the tool. Additionally, the tool's marketing automation fell short for PharmaMarket. Consequently, they embarked on finding a comprehensive platform that integrates email marketing, marketing automation, and segmentation.
"We were faced with managing a vast amount of data, which became unfeasible with Mailchimp. Seeking assistance from a data science company, they recommended various tools and partners. Ultimately, we had to decide between Voyado and Custobar, and we chose Custobar due to its unparalleled flexibility in data import/export, events, custom search capabilities, user-friendly email editing, and personalised vouchers for customers." Andreas Remes, PharmaMarket Business Manager & Team Lead
Data-driven insights for targeted campaigns and enhanced email marketing
By leveraging Custobar, PharmaMarket has unlocked the potential to transform their data into actionable insights. The quality of their data has improved significantly, equipping PharmaMarket with a robust customer database to drive their operations. The once problematic opt-ins are now accurately displayed, and the synchronisation between Custobar and PharmaMarket’s e-commerce platform operates seamlessly.
With all customer data consolidated in a single platform, accessibility is effortless, and customer segmentation is data-driven and remarkably simplified. This empowers PharmaMarket to identify which products customers have purchased within specific timeframes, enabling them to craft targeted campaigns based on this knowledge. Particularly, Custobar’s RFM Matrix has proven invaluable in gaining profound insights into customer behaviour and purchase patterns.
“Building target audiences in Custobar is a breeze, thanks to the platform's comprehensive information accessibility, opening up a world of possibilities. This empowers us to supercharge our email marketing initiatives, delivering enhanced efficiency, precision, and a customer-centric approach.” Elise Lemaire, PharmaMarket Email Marketing & Marketing Automation
PharmaMarket’s remarkable results with Custobar
Since implementing Custobar, PharmaMarket has experienced significant improvements in its email marketing key performance indicators (KPIs). Here are some noteworthy examples of their successful campaigns.
Customer reactivation campaign
PharmaMarket effectively re-engaged 4,000 customers by specifically targeting those who had not made any purchases in the last six months. Through personalised emails, PharmaMarket strategically reached out to these inactive customers, enticing them with attractive discounts for their next purchase and reigniting their interest. This remarkable outcome speaks volumes about the immense power of targeted marketing strategies.
Next Purchase Campaign
PharmaMarket sent reminder emails to customers, prompting them to repurchase a product when it was estimated to run out. With a total of 90,000 emails sent, the newsletter achieved an activation rate of 1.22% and drove over 1,100 customers to purchase within three days of receiving the email.
The implementation of both campaigns resulted in a significant 80% increase in Customer Lifetime Value.
“Starting with Custobar was incredibly easy. Their comprehensive guides offer all the necessary information and step-by-step instructions to get things done. Although the initial setup of Flow presented some challenges, creating basic campaigns, especially with the personalisation aspect, is intuitive.” Elise Lemaire, PharmaMarket Email Marketing & Marketing Automation
"We encountered some initial challenges with the templates, causing a slight delay in getting started as per our original plan. However, once everything was in place, the usage became effortless. Custobar's seamless interaction with APIs and other partners is exciting and opens up numerous exciting possibilities." Andreas Remes, PharmaMarket Business Manager & Team Lead
Custobar's Support Team empowering PharmaMarket's success
PharmaMarket acknowledges the expertise of Custobar's support team. Not only do they attentively address customer concerns, but they also demonstrate excellent organisation. Prompt responses and effortless resolution of issues are their forte.
"The support provided by Custobar is truly exceptional. The team exhibits a deep understanding of every aspect of potential challenges. Moreover, we have observed that we can significantly impact product development. For instance, when we required a specific module for our abandoned basket campaign, I simply reached out to the support team, and together, we accomplished it. This is unquestionably one of the greatest advantages of collaborating with a company that caters not only to large corporations but also values the needs of businesses like ours." Elise Lemaire, PharmaMarket Email Marketing & Marketing Automation
Engaging unresponsive customers and expanding services
Even though PharmaMarket already successfully runs targeted campaigns and their personalisation approach pays off, there are more ideas for further developing their marketing efforts.
Engaging customers who are unresponsive to emails or haven't given consent to receive marketing messages poses a challenge for retailers, including PharmaMarket. However, by leveraging Custobar's Facebook Custom Audiences, PharmaMarket can effectively reach out to these specific customers and successfully engage them.
Custobar offers additional features that PharmaMarket is exploring, including product recommendations and a customer loyalty program. These enhancements not only improve the quality of service but also provide valuable benefits to customers.