{"id":56415,"date":"2022-09-06T14:39:24","date_gmt":"2022-09-06T11:39:24","guid":{"rendered":"http:\/\/www.indexeconomic.com\/?p=56415"},"modified":"2022-09-06T14:39:25","modified_gmt":"2022-09-06T11:39:25","slug":"customers-do-not-often-open-brand-emails-heres-how-a-saudi-retailer-changed-it","status":"publish","type":"post","link":"https:\/\/indexeconomic.com\/?p=56415","title":{"rendered":"Customers do not often open brand emails    here\u2019s how a Saudi retailer changed it"},"content":{"rendered":"\n<p class=\"has-text-align-left wp-block-paragraph\">Today, we cannot talk about business competency without\nmentioning digitalization. In fact, many business leaders \u2014 regardless of the\nindustry \u2014 will argue that digitalization and competency are two sides of the\nsame coin at this juncture and for the foreseeable future. In inherently\ndigital industries such as ecommerce, this notion is uncontested. Ecommerce, as\nan industry, is so ahead in the digitalization race that it is increasingly\nfacing new, unique challenges. In the KSA ecommerce industry \u2014 which is&nbsp;<a href=\"https:\/\/www.bcg.com\/publications\/2021\/e-commerce-market-50-billion-sar-opportunity-in-saudi-arabia\" target=\"_blank\" rel=\"noreferrer noopener\">projected to reach SAR 50 billion by 2025<\/a><sup>(1)<\/sup>&nbsp;\u2014 the challenges\nare no different but rather pronounced due to growing consumer awareness, brand\ncompetition, and high internet penetration.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">The average email open rate hovers between 10\u201315% in the\nKingdom. In other words, retailers are finding it increasingly hard to\nincentivize customers to open emails and connect with the messaging. As a\nresult, the message seldom serves the intended purpose, leading to an increase\nin, say, cart abandonment. The disengagement has multiple causal factors,\nincluding but not limited to complexities in segmentation and customer-journey\nmapping, a rise in customer acquisition costs, and a lack of real-time data to\npersonalize communication across touchpoints. So, what are the implications for\nthe industry if a brand increases its average open rate by 30% while reducing\nits cart abandonment rate by a whopping 68%? It means competitive edge and\naccompanying success. Most importantly, it has \u201chow\u201d written all over it.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><strong>The HNAK story<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">A leading ecommerce vertical of the Al Musbah Group with 100+\nstores across West Asia and 3,000+ sellers on its platform, HNAK exemplifies\nretail excellence. However, like its peers, HNAK is no outsider to some of the\naforementioned challenges in the industry. The need to optimize its email and\npush communications for greater impact was not lost on the brand. Its search\nfor a SaaS provider that specializes in customer retention and engagement led\nto WebEngage.<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">\u201cWebEngage has been quite instrumental in boosting our growth\nmetrics. Within six months of using WebEngage, we have witnessed a good jump in\nour email open rates. The email templates on the WebEngage dashboard also\nhelped us reduce the number of human hours in designing the emails, enabling us\nto enhance our efficiency,\u201d said Qutaibah Alsharif, Chief Executive Officer of\nHNAK, summarizing the objectives and how they were accomplished.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">As Qutaibah rightly notes, HNAK\u2019s average open rates for\nnewsletters rose to 27% \u2014 one of the highest numbers in the KSA ecommerce\nindustry. The top-tier score also saw HNAK\u2019s domain reputation through SES\nincrease significantly. \u201cWith WebEngage, email campaign management became easy.\nThis easy-to-use platform allowed us to efficiently manage email campaigns and\ncut down on manual efforts that usually go into personalization. We can now\nsend hyper-personalized emails with the help of real-time user and behavioural\ndata that can be accessed on WebEngage\u2019s dashboard,\u201d explained Arun Chinega,\nHead of Digital, HNAK.<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><strong>Orchestrating effective email campaigns<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">The email campaign was predicated on a simple rationale: The\nindividualism of humans, with each having distinctive preferences. So, based on\nthe insight derived from interactions on the website and the app, shoppers were\nwell segmented. Tailored emails with appropriate subject lines were sent to\neach audience segment, ensuring that they do not end up in spam folders. A\ndrag-and-drop builder was used to create aesthetically pleasing, mobile-optimized\nemails \u2014 which helped increase click rates by over 40% compared to the simple\nHTML templates used earlier. There was little-to-no human intervention from\neither the design or tech team in developing aesthetic email templates.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><strong>Insight-led customer journey design<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">No two customer journeys with a brand are similar. So, when\ndesigning customer journeys, a designer must factor in all possibilities and\nprovision for each outcome. WebEngage\u2019s designer used a mix of on-site\nnotifications, push notifications and web push to engage customers at every\nturn while ensuring that the attempt to communicate does not result in\ndisengagement. To that end, insights pertaining to appropriate waiting times\nfor individual segments and certain stages were used in designing. Through\ntheir preferred channels, shoppers were engaged at various touchpoints in their\njourneys. The effective email campaign, combined with insight-led journey\ndesign, led to a quantifiable improvement across HNAK\u2019s&nbsp;<a href=\"https:\/\/webengage.com\/resource\/case-study\/saudi-arabias-leading-e-commerce-brand-hnak-witnesses-a-68-open-rate-for-cart-abandonment-emails\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement metrics<\/a><sup>(2)<\/sup>.<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">\u201cWebEngage brought a holistic approach to our brand. There was\ndedicated teamwork in getting us the best of the platform. We have enjoyed a\nclose relationship with the team at WebEngage, and we hope that they continue\nto bring us more features, more operational-level attributes, and help us build\nand grow the overall reputation of the domain,\u201d opined Navodit Ravi, User\nEngagement and Retention Manager, HNAK.<\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\">In HNAK\u2019s success story, the logical conclusion is that\ncustomers are more likely to engage with a brand if the messaging is\nhyper-personalized and meaningful. Effective customer engagement is the first\nstep to building loyalty, which pays great dividends in the long run: Reduction\nin customer acquisition cost, more sales, and revenue boost. Such possibilities\nhave great implications for the KSA\u2019s, and the Middle East\u2019s, ecommerce\nindustry. It is also encouraging that the efforts to enhance competencies and\nefficiencies are on a rise among regional brands at a time when the KSA is\ngearing up to be a knowledge-based economy.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, we cannot talk about business competency without mentioning digitalization. In fact, many business leaders \u2014 regardless of the industry \u2014 will argue that digitalization and competency are two sides of the same coin at this juncture and for the foreseeable future. In inherently digital industries such as ecommerce, this notion is uncontested. Ecommerce, as &hellip;<\/p>\n","protected":false},"author":2,"featured_media":56405,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-56415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customers do not often open brand emails  here\u2019s how a Saudi retailer changed it - \u0635\u062d\u064a\u0641\u0629 \u0627\u0644\u0645\u0624\u0634\u0631 \u0627\u0644\u0625\u0642\u062a\u0635\u0627\u062f\u064a<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/indexeconomic.com\/?p=56415\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customers do not often open brand emails  here\u2019s how a Saudi retailer changed it - \u0635\u062d\u064a\u0641\u0629 \u0627\u0644\u0645\u0624\u0634\u0631 \u0627\u0644\u0625\u0642\u062a\u0635\u0627\u062f\u064a\" \/>\n<meta property=\"og:description\" content=\"Today, we cannot talk about business competency without mentioning digitalization. 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