CUSTOMER STORIES
Learn how the innovative jewellery brand leveraged engaging newsletter templates to quadruple conversion and build a community of engaged fans.
Daniel Singh, co-founder
COMPANY
Concrete Jungle hand-produces innovative jewellery pieces using a specially developed, lightweight form of concrete, combining durability, modernity and style.
WEBSITE
INDUSTRY
Jewellery
G2 REVIEW
Features used
Features used
Integrations used
Challenge
Customer acquisition costs (CACs) are rising and and retention in email marketing efforts is stagnating. To combat this, Concrete Jungle's founders, Daniel and Madlen, are constantly looking for new opportunities to increase customer retention and build community. Concrete Jungle has always been very strong in its community efforts, thanks to its inspiring mission and personal touch with customers.
Goals
Inspired by other success stories, Concrete Jungle and charles set out to leverage WhatsApp newsletters to increase customer retention and build a community. It chose Christmas as the centrepiece for their first campaign — they would use an eye-catching aesthetic and personal communication style that stood out from the pre-holiday flood of other branded advertisements. Their WhatsApp channel was transformed to deliver subscribers a personal and close connection to the brand, an aspect that the Concrete Jungle community loved.
Results
The charles x Concrete Jungle collaboration proved the WhatsApp audience to be far more engaged than audiences from traditional email newsletter marketing. Concrete Jungle’s WhatsApp marketing quickly grew to become its main revenue generator – increasing click-through rate (CTR) by over 50x and website conversion rate by over 4x compared to ordinary email marketing.
How did it work?
Exit intent popups lead people directly into chat from Concrete Jungle’s website. Here, an automated opt-in flow collects the opt-in in exchange for a discount code.
In addition, a widget placed on the thank you page after an eCommerce order prompts new conversions by offering WhatsApp shipment updates. After making a purchase, customers get an order confirmation and tracking notifications right in the chat, allowing them to easily track the progress of their order.
Concrete Jungle set up native and personal templates for WhatsApp newsletters. In close collaboration with charles, Concrete Jungle engaged 4 success factors: WhatsApp nativeness, interactivity, relevance and personalization.
WhatsApp nativeness: Something that CJ understood exceptionally well was that shorter, personal texts are performing much better than repurposed Email Newsletters. Reaching customers where their friends are also means to show commitment to and optimize for this channel.
Interactivity: WhatsApp newsletters give the customer the sense of a two-sided conversation and allow Concrete Jungle to collect valuable information about their preferences. Buttons and quick replies help build the feeling of having a real conversation with the brand.
Relevance: charles’ enables Concrete Jungle to precisely target and segment WhatsApp newsletters by gender, purchase data, and other factors. This maximizes conversion since newsletters are always relevent to the customer.
Personalization: WhatsApp newsletters can also be personalized with data about each customer, helping them build a personal rapport with the brand. Getting early access to new products and other exclusive offers helped customers feel connected to Concrete Jungle.
Roadmap
After building an initial subscriber base, the next phase of Concrete Jungle's collaboration with charles is to scale this and further improve conversion rates through this channel. In a short time, WhatsApp has been proven to be a crucial channel and an essential part of Concrete Jungle's marketing portfolio.
Ready to see the value of WhatsApp newsletters for your brand?
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