How Miss Amara used its abandoned cart program to drive revenue

Miss Amara is a small family-owned Australian business that strives to deliver exceptional, uncomplicated, and an enjoyable journey for its customers. Bonded by the love for good rugs, Miss Amara was co-founded by Amie, Aaron, and Alex in 2015, with a mission to ease the often-overwhelming process of choosing and buying the perfect rug. In addition to Australia, the online-only rug merchant has expanded its international reach by venturing into New Zealand and Hong Kong. Dedicated to delivering a speedy, efficient, and convenient experience to its customers, Miss Amara has come leaps and bounds with its customer-centric ecommerce business model. As the business continued to grow, one of the challenges that Miss Amara faced was increased cart abandonment rates. The absence of automated retargeted programs meant the brand was missing out on revenue with an impact on customer acquisition. Therefore, the team wanted to get these cart abandoners back on track towards conversion. Considering this, Miss Amara partnered with dotdigital in January 2019 as its omnichannel marketing automation provider.

Setting up marketing automations

The company started its marketing automation journey by implementing automated campaigns such as welcome series, abandoned cart, and abandoned checkout as primary revenue-driving programs. We sat down with Jacob Dryer, Digital Marketing Manager at Miss Amara to discuss the company’s journey with dotdigital. According to Jacob, “With dotdigital automated programs, we’ve been able to understand, acknowledge, and effectively address our customer’s pain points. The partnership has allowed us to segment our customers and approach them with tailored campaigns, showcasing our relevant product ranges, catering to their interests. These include pet-friendly and eco-friendly rugs, as well as various collections like Scandi.”

In addition to retargeting and capitalizing on lapsed customers, the team also integrated creative thinking into the messaging and styling of the triggered emails. The highly personalized emails praise the taste of the customer in the subject line as an encouragement to open and warms them up with a pun.

Adapting to a changing situation

As the COVID-19 pandemic was unfolding, Miss Amara was quick to assess the situation and revisit its business strategy. The team ramped up its digital and social efforts and extended customer service online hours to ensure they were in constant contact with customers. The user-generated content (UGC) allowed the team to improve the process and deliver consistent support, as well as provide a seamless purchase experience to customers through these unprecedented times. “The COVID-19 crisis led to a surge of online shopping, introducing ‘first-time’ online shoppers to already existing lists. As a result, we doubled the efforts towards marketing campaigns to deliver exceptional customer experience by focusing on our campaigns and messaging. Thanks to dotdigital for the constant support through this troubled phase. The regular strategy discussions and mock-up journeys enabled us to surface key customer data, capitalize on lapsed customers, easily onboard new customers as well as analyze and segment customers on basis of their interests, and their most preferred channel to shop,” added Jacob.

A results-driven approach pays off

Miss Amara saw a whopping 190% increase in email revenue from April to June 2020, when compared to the previous quarter. Its newly introduced automation programs have performed exceptionally with outstanding results. The brand saw a massive 51.6% conversion with their abandoned carts and abandon checkout campaigns.

Additionally, the welcome series program remains by far the best customer journey, contributing a 183% increase in revenue in the fourth quarter, compared to the previous quarter. Overall, the brand witnessed a staggering 445% increase in overall revenue for 2020 as compared to 2019. Check out some of our other fantastic client results by visiting our customer success story page.