Jeweller to the stars adds sparkle with email platform

UK jeweller Astley Clarke, the brand sported by the likes of Adele, Minnie Driver, Nigela Lawson, Sofia Wellesley and Laura Whitmore, has hailed the implementation of a new artificial intelligence-enabled cloud email marketing platform for a 23% increase in revenue from its customer base of lesser mortals.
The company is using the platform, provided by Emarsys, to enhance audience segmentation, which in turn has allowed it to engage more effectively with each new audience as it brings fresh product designs to market.
With more targeted, tailored outreach, the jeweller has already seen direct revenue from email increase by 23% year on year, with automated emails making up 3.5% of the company’s overall revenue.
Founded in London by Bec Astley Clarke in 2007, the firm has a global website and growing customer base, but wanted to build out individual profiles based on product preference, likely spend and previous omnichannel online experiences.
This led to the implementation of the Emarsys AI-enabled cloud marketing platform, Email Recommendation, Smart Insight and Predict (email) solutions.
Applying Emarsys’ AI solutions to its CRM data means the brand can use individual customer profiles to tailor its omnichannel campaigns to different customers. The emails are highly personal, showing the jewellery customers are most likely to be interested in, including items with relevant first name initials or star sign details, for instance.
The range is also segmented by price, so someone who, for example, only tends to spend £100 on an item, will not be sent information on fine pieces, worth thousands. Furthermore, if the system identifies a customer has not shopped with Astley Clarke in over a year, their email will contain an incentive to come back.
Astley Clarke head of ecommerce Emma Duff said: “Our online marketing was quite basic before – nothing was automated or tailored, and we couldn’t really see how well our subscribers were interacting with the content.
“With Emarsys, we can collect and act on more information from our database, and allow them to tailor their content preferences. The Emarsys platform has been well-received, and email is our strongest revenue driver in the business.”
The software has also helped Astley Clarke target likely present buyers through an option on the site which allows customers to drop a hint to a friend or a “significant other” if there is a piece of jewellery they would like. The information is captured by Emarsys and the AI platform automatically sends out an email to the present buyer, giving them the hint on what to buy as a present.
Emarsys vice-president and UK market director Grant Coleman said: “Jewellery is a very personal thing, with one piece never fitting all. The best way to get the right items in front of the right customers is to understand them and then tailor your communication to each individual in their own right.
“Astley Clarke is one of the UK’s most vibrant jewellery brands and we’re thrilled to be helping them grow revenues by targeting new and existing customers accordingly with the right products.”