Oki-ni improves levels of personalisation and return from its email marketing investment   Oki-ni is an online retailer based in London making unique and hard-to-find men's clothing and accessories available globally.  

Oki-ni improves levels of personalisation and return from its email marketing investment

Oki-ni is an online retailer based in London making unique and hard-to-find men's clothing and accessories available globally.

While plenty of streetwear and casual designers are still offered, the company has expanded its merchandise to include avant-garde luxury men's labels. High-end men's designers that were previously available sparingly in a handful of cities are now on offer globally at oki-ni's online store.

Improving online marketing efforts

Oki-ni sought a more sophisticated email platform as it looked to expand its online marketing efforts and increase sales revenue from email. In addition, oki-ni had no real insight into its deliverability. Even though oki-ni’s email provider was reporting higher-than-expected delivery rates, the information was not considered reliable.

“We were looking for a solution that would allow us to start sending relevant, personalized emails to our customers,” said Olly Rogers, oki-ni search and e-marketing manager. “We also needed to partner with a company that could advise us on how to improve our deliverability rates, as well as provide better reporting so we could assess and correct delivery issues.”

Swapping email service providers

Oki-ni selected Silverpop Engage as its new email provider for several reasons, including its high level of customer service and account management, and innovative features. Silverpop worked with oki-ni to assess its deliverability and implement a successful whitelisting programme.

Today, oki-ni is sending several types of emails two to three times per week, including promotional email sent regularly to its entire list to advertise specific brands or styles, and brand-specific email designed to up sell subscribers on the brands they favour, based upon click behaviour in promotional emails. Focused on streamlining their database to be more efficient, oki-ni recently ran a competition, which generated a large number of brand specific subscribers.

Ensuring communications resilience

With the help of Silverpop, oki-ni’s deliverability reached an all-time high of 99.8%. “Our experience working with Silverpop’s deliverability team was excellent,” Rogers said. “We are very pleased with the results.”

Oki-ni’s more sophisticated approach to email marketing has resulted in positive engagement with its customers and significant increases in email revenue. “By more carefully monitoring Web-site behaviour and targeting emails based upon that behaviour, oki-ni now offers relevant content directly in line with subscribers’ tastes,” Rogers added. “In fact, our open rates for targeted emails are two to three times higher than our average email rates.”