How Smart Home Beveiliging’s personalised marketing strategy drove a 242% revenue increase
When Thomas Bak was eight, someone broke into his house. After seeing how such an event could make him feel in danger when he thought he was safe, home safety took on a new meaning for him. Now, he strives to help others stay safe in their homes. He founded Smart Home Beveiliging, an ecommerce business based in the Netherlands, which sells products to make people’s homes smarter and safer, such as video doorbells, smart video cameras, and complete home alarm systems. For peace of mind wherever they are, people can control their products via Smart Home Beveiliging’s innovative mobile app.
Thomas partners with Jesse and Dennis Kroon, owners of the digital marketing agency, Ecommerce Accelerator to create customer experiences that drive revenue and repeat business.
Jesse and Dennis are passionate about helping their clients grow their business with cost-effective marketing strategies to inspire people to make a purchase.
So how do the experts at Ecommerce Accelerator grow businesses without pouring additional money into third-party advertising? By creating a personalised customer lifecycle to drive loyalty and conversions through email marketing and Klaviyo’s WooCommerce integration.
A pivotal time to reduce reliance on paid advertising
With data privacy laws constantly changing and acquisition costs on the rise, Jesse and Dennis say it’s never been more important to own your customer data and take control of your marketing and the entire customer journey.
Instead of focusing on third-party platforms, Ecommerce Accelerator looks to owned marketing channels to create meaningful experiences that create customer loyalty and higher revenue—and that’s exactly what they did for Smart Home Beveiliging.
A personalized customer journey—from acquisition to post-purchase
Since the Ecommerce Accelerator team sees email as a major marketing channel for Smart Home Beveiliging, it’s only natural that they’d seek out an email marketing tool that’s easy to integrate with WooCommerce, Smart Home Beveiliging’s ecommerce platform.
Enter Klaviyo—which Jesse and Dennis use exclusively over any other email service provider (ESP).
Through Klaviyo’s WooCommerce integration, Jesse and Dennis can see valuable data about Smart Home Beveiliging’s customers—like which products they’ve viewed or purchased—which they can then use to improve the buying experience.
Read on to find out exactly how Jesse and Dennis use this data to optimise each core stage of the customer journey—from acquisition through conversion to post-purchase—for Smart Home Beveiliging.
The optimised form that boosted Smart Home Beveiliging’s subscribers
As Jesse and Dennis explained, many web browsers are unlikely to click “buy” on their first visit to your website, so the duo always optimises this part of the customer journey for clients like Smart Home Beveiliging.
In particular, Ecommerce Accelerator optimised Smart Home Beveiliging’s signup form to maximise the number of leads they can convert into email subscribers, and eventually, customers.
While a common approach is to offer people an enticing discount in exchange for their email address, Jesse and Dennis set up something a little different for Smart Home Beveiliging.
They offer a small discount of five percent to new subscribers—which lasts for 14 days—and they later adjust other discounts based on where a customer is in their journey.
Initially, Smart Home Beveiliging’s signup form also showed an additional field asking consumers whether they were interested in smart home solutions, security systems, or both.
By changing the signup form to increase its conversion rate, Jesse and Dennis could help Smart Home Beveiliging to reduce their dependence on paid advertising and remarketing, which can be costly strategies—especially for competitive niches like smart home technology.
More email subscribers also mean more opportunity for Smart Home Beveiliging to convert them into customers—and loyal ones at that.
How Smart Home Beveiliging nurtures customers with personalised content
So, what exactly does this personalised email content look like for Smart Home Beveiliging?
Once someone’s filled in their details via the signup form, they go through Smart Home Beveiliging’s automated welcome series, which comprises seven emails across two weeks.
Their welcome series sees average open rates in the high eighties and low nineties with click rates above 30 percent, as well—easily double industry benchmarks. These results prove the strategies Ecommerce Accelerator has put in place for Smart Home Beveiliging are working exceptionally well.
Smart Home Beveiliging’s welcome series is so powerful because it’s targeted to what subscribers are most interested in hearing more about—once again, powered by data.
Alongside helpful buying guides, tips, and blog posts, subscribers also see reviews from other customers for the products they’ve been looking at, alongside content framed like a story to drive home the impact of having a secure home even more.
Besides a personalised welcome flow, the Ecommerce Accelerator team also uses a targeted approach for Smart Home Beveiliging’s visitors who browse but don’t buy. With Klaviyo’s WooCommerce integration, Jesse and Dennis can see how customers interact on the website to create timely, relevant messages and personalized browse abandonment emails.
This approach drives engagement and revenue—Smart Home Beveiliging’s browse abandonment emails see an average open rate of over 60 percent and around 2.4 percent of people who receive them place an order.
What drives Smart Home Beveiliging’s customer loyalty and repeat business?
Jesse and Dennis constantly look for ways to increase their clients’ CLV by cross-selling and upselling to people who’ve already purchased.
One of their strategies for upselling is to highlight how other products can help people make the most of their purchases—like creating targeted content to educate recent customers about an exclusive offer.
Besides this targeted offer, Jesse and Dennis created other cross-sells as part of Smart Home Beveiliging’s post-purchase email flow, which highlights their best-selling products across the entire store—but only if they haven’t already bought them.
Having a strong customer retention strategy like this in place also means Smart Home Beveiliging can reduce their reliance on costly advertising in the post-purchase phase of the customer lifecycle, as well.
Smart technology, smart strategies, smart future
Speaking of the future, Jesse and Dennis were keen to share what lies in store for Smart Home Beveiliging and their digital marketing strategies: