Email marketing is a discipline in itself. For customers to open a newsletter, it needs to have meaningful added value - otherwise it will get lost in the digital mailbox. ZooRoyal has impressed experts with its email marketing and came third in a recent study of 5,000 companies.
The online pet supplies retailer also impressed within the sectors: ZooRoyal outperformed the competition both among pet supplies retailers and in the retail sector as a whole, securing first place.
For its annual benchmark study, absolit, a company specialising in email marketing, examined the campaigns and newsletters of 5,000 companies in German-speaking countries according to 160 criteria, from user guidance during registration to technical aspects.
With regard to ZooRoyal's email marketing, absolit praised the design, responsive design and mobile readability, among other things. The registration and welcome process is particularly crucial for the success of newsletters. The online shop for pet supplies scored highly here, as did the personalisation. The personalised approach in the newsletter or vouchers for the birthday of Halter:in and Tier are just two examples.
A central point is the customer journey, i.e. the way in which new subscribers are accompanied from the registration process onwards. If customers wish, they can personalise their newsletters based on a few details, with the advantage that they receive the information they really need.
However, third place is not enough for Josephin Kloecking and Mona Steden: "We are of course scrutinising the results again now so that we can do even better in the next study."
ZooRoyal Petcare GmbH has been a REWE Group company since March 2014. Founded in 2008, ZooRoyal is now Germany's third-largest pet food and accessories retailer.