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Cath Kidston

Email personalization boosts sales and retention


extra revenue from the first campaign


increased conversion rate


increased click-through rate

Engagement and repeat purchases needed to increase

For Cath Kidston, the British lifestyle brand, selling clothing, bags and accessories, email is a key element of the marketing mix. 

The company needed:

  • a campaign to increase conversion rates and repeat purchases to boost customer retention
  • to personalize newsletters and trigger emails to better engage its customers and entice them into repeat purchases

Through email sends Cath Kidston can speak directly to its more than one million core customers, showcasing its product innovations and ensuring that the brand’s message is heard in a crowded marketplace. The company sees a clear correlation between its emails and sales both online and in-store. 

Cath Kidston’s content calendar is driven by “newness”, and messaging in its emails is heavily centered around its product offering – new launches, new shapes, new colors. An approach that is consistent across its marketing channels.

Alongside its newsletter emails, the company runs a series of trigger emails that target customers according to their stage in the customer journey. These include emails for welcoming them, reengagement, and customer activation. Through this approach Cath Kidston aims to remain as relevant as possible to its customers and brand fans.

Personalizing email recommendations

Cath Kidston used Episerver to create a campaign focused around its “New In” products.

Episerver's email personalization technology, provides automatically generated, personalized product recommendations that can be featured in all campaign and trigger emails.

It used a mixture of strategies and machine learning to create product suggestions that each individual would be most likely to purchase. The suggestions were based on previous purchases, recently viewed products, abandoned products, best trending products, and new in products.

The campaign generated 40 percent extra revenue

Since using Episerver's email personalization technology with the campaign, Cath Kidston has seen an uplift in sales compared to using the non-personalized email.

When using personalized emails, the click-through rate increased by 53 percent, and the conversion rate (opened emails leading to orders) increased by 50 percent. Personalizing emails also generated 40 percent extra revenue, compared to the non-personalized email.

The company now plans to incorporate more elements of email personalization to its ongoing campaigns, including welcome emails, birthday messages and sales campaigns.

Project Facts
Cath Kidston uses Email Product Recommendations

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