Part 2: TMC Fine Jewellers Abandonment Journey
Crafting an email journey that feels like “the one”
Creating highly-personalised abandonment automations for TMC Fine Jewellers.
Browse Abandonment
Key objectives:
- Separate subscribers based on their ‘category viewed’ and provide personalised information
- Highlight crafting timeframes to educate subscribers on turnaround times
- Establish trust through UGC in the form of customer reviews
- Provide extra nurturing to subscribers who viewed an engagement ring
For a brand like TMC, browse abandonment needs to be treated with care, in order to uphold the premium feel. Rather than overwhelming subscribers with emails and pushing them to make a purchase, the Browse Abandonment series crafted for TMC is more considered.
This series splits customers based on the category of the product they viewed, and introduces educational pieces. Crafting timeframes are an important factor that needs to be communicated to customers throughout their journey with TMC, so this is highlighted in the Browse Abandonment series, tailored to the product type.
- Viewed engagement ring: 3 x emails
- Viewed wedding ring: 3 x emails
- Viewed fine jewellery: 2 x emails
UGC is incredibly valuable for eCommerce stores — especially for premium brands, where the buying process requires more consideration. Customer reviews work to build trust with new customers, and often validate the price point of the product. Choosing an engagement or wedding ring is a big decision, so for a brand like TMC, reviews are the perfect way to show the subscriber they’re in safe hands. Each branch of this flow shows the subscriber a set of reviews, specific to the product category they viewed (i.e. engagement, wedding, or fine jewellery).
The series finishes with a plain text email from the founder to subscribers who viewed engagement rings. This is the only group of customers that receive a third Browse Abandonment reminder. This is because these subscribers require more nurturing, due to the nature of the product and the subscriber’s personal journey. As browse abandonment is early in the buying cycle, timing is particularly important. This final email is set up as an A/B split test to determine the best timing for this group.
Added to Cart
Key objectives:
- Provide timely, personalised cart reminders based on product group
- Showcase key brand USPs
- Break down barriers to purchase
The next step along in the customer journey for TMC’s subscribers is the Added to Cart Series. At this point, subscribers have more intention to purchase, however still need to be nurtured with the right touchpoints in order to progress.
This series focuses on delivering personalised product information, by splitting subscribers into three categories based on the item in their cart:
- Group 1: Engagement Rings
- Group 2: Wedding Rings
- Group 3: Fine Jewellery
Copy is tailored towards each group, while imagery reflects the subscriber’s product interest, giving the cart reminder an elevated feel. This series also introduces an additional layer of customer service, by offering subscribers the opportunity to register for a call from the TMC team to discuss their selection. This tactic works to give subscribers a more premium email experience, rather than filling out a generic contact form on site.
Lastly, subscribers who have an engagement or wedding ring in their cart will receive one final reminder of their selection — this time, as a plain text email. Plain text emails from the founder are an effective way to increase engagement rates and make the subscriber feel valued. To maintain a luxury feel, we designed this email to appear as plain text, but included TMC’s branded footer and a product block to show the subscriber their selection.
Abandoned Checkout
Key objectives:
-
Provide a truly personalised checkout abandonment experience
- Split customers into sub-groups depending on their product preference
- Next, split these sub-groups into another set of sub groups (ready-to-wear or custom)
Next, the Abandoned Checkout series takes customer personalisation a step further. For each bridal collection (engagement / wedding), customers are split into two sub-groups: ready-to-wear and custom. This means for each engagement email and wedding email, there are two variations. This allows for the content to be personalised even further by providing information on each sub-category, what the customer can expect in terms of the crafting timeline, as well as customisations they can make to the piece.
The Abandoned Checkout series rounds out a highly personalised abandonment journey for TMC’s subscribers, and lays the foundations for a strong, long-term customer relationship. For a brand like TMC, where customers may initially be seeking one product (such as an engagement ring) their experience is vital to their potential lifetime value. Additionally, while this customer group may only make one purchase, a great experience means they’ll likely recommend TMC to friends and family looking for special heirloom pieces.
Results highlight
Due to the nature of TMC’s product range, the decision making and buying process is longer than you’d see for other brands (for example costume jewellery). These initial results show a strong promise of what’s to come, and indicate that the highly personalised email journeys will in time result in increased CLV and retention rates.
Get in touch
These email automations crafted for TMC Fine Jewellers demonstrate REP.’s ability to push Klaviyo beyond standard eCommerce automation. With Klaviyo, we’re able to build highly personalised, commercially effective journeys across a diverse range of industries and buying behaviours.
If you’d like to improve your customer journey with strategic automations that leverage your tech stack, please reach out at hello@rep-agency.co.
