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How PAASE helped Okauni use zero party data to optimise email performance
For over 40 years Okanui, a family owned business has focused on producing high-quality, fun and comfortable clothing.Â
This year it faced the critical task of preparing for the upcoming peak season by developing a robust email strategy that would optimise performance and enhance the customer journey.
The goal was to ensure the account was fully prepared for peak demand by refining key flows and improving customer engagement through more personalised and effective email communications. It was also essential to define clear reporting metrics and establish tracking mechanisms to monitor performance in real time.
Another key assignment was bridging the gap between Okanui’s offline physical stores and its online store to create a cohesive customer experience across both platforms. The aim was to align branding, messaging, and customer engagement, providing a seamless shopping journey whether customers interacted in-store or online. This integration was vital to maximise sales and customer satisfaction, particularly during the high-demand peak period.
“Working with the team at PAASE was a game-changer for us at Okanui. Their expertise in refining our email strategy ahead of peak season delivered incredible results. They didn’t just optimize our existing flows—they built entirely new customer journeys that significantly reduced cart abandonment and increased engagement. The numbers speak for themselves: our automated revenue jumped by 233%, and orders per day increased by 238%.
One of the most impressive achievements is that just 3% of our emails are now generating 33% of our email revenue, compared to 8% previously. Their attention to detail and focus on personalization helped us create a seamless customer experience both online and in-store. We couldn’t be happier with the outcome and look forward to continued success!”
— Tom Marhsall, Marketing Manager, Okanui
What challenges did we identify and resolve?
To address these challenges, we conducted a comprehensive audit of Okanui’s entire customer journey and identified key flows that required optimisation.Â
One significant finding was a noticeable drop-off after customers added items to their carts but did not proceed to checkout. In response, we redefined the entire cart abandonment strategy, creating tailored journeys based on where the customer left the purchase process.Â
This allowed for more targeted recovery campaigns, increasing the chances of converting potential customers who had abandoned their carts.
In addition, we refined the overall segmentation strategy to ensure that customers received personalised and relevant messaging.Â
This was followed by enhancing core email flows to improve communication at critical points of the customer journey and building new customer journeys to better guide users from initial interest to purchase.Â
These efforts were all designed to improve engagement, reduce drop-offs, and grow revenue by maximizing the effectiveness of email marketing.
The refinements:
- Refined segmentation strategy to deliver more personalized content.
- Enhanced core email flows for better customer engagement.
- Build new customer journeys to capture and convert potential customers at various stages.
- Strong focus on growing revenue by improving the overall email marketing strategy.
“Partnering with PAASE has been one of the best decisions we’ve made for Okanui. Their approach to refining our email strategy and optimizing customer journeys has truly exceeded our expectations. Their team’s ability to not only identify key areas for improvement but also implement innovative solutions led to remarkable results—our automated revenue soared by 233% and daily orders increased by 238%.
What impressed me most was their strategic insight and dedication to bridging the gap between our online and offline stores, creating a unified customer experience and seamless customer journey. The fact that just 3% of our emails now account for 33% of our email revenue is a testament to their expertise. They have consistently delivered exceptional results, and their work stands out as the best we’ve ever experienced. I highly recommend them to any business looking to elevate their marketing strategy.”
— Simon Kasprowicz, CEO, Okanui
Results:
- Our efforts resulted in significant improvements across several key metrics:
- Automated revenue increased by 233%, showcasing the effectiveness of targeted email campaigns.
- The number of orders per day grew by 238%, indicating higher engagement and conversion rates.
- Total email revenue has increased, with just 3% of emails sent generating 33% revenue compared to 8% previously. This demonstrates the success of optimized email flows and segmentation strategies.
Through these initiatives, Okanui was well-positioned to handle the peak season, improving customer satisfaction and maximising revenue across both online and offline channels.
