50k€ Sales with 400€ invested on Spoki: The Case of the Sublime Clothing Ecommerce and the Secret Key Agency

“A fronte di una spesa di 413 € abbiamo ottenuto ordini per un valore complessivo di 51.891 €, pari ad un X125 di ROI“: ecco il risultato entusiasmante dell’integrazione di Spoki nella strategia di marketing di Sublime Shoes, ecommerce di calzature al femminile che dal 2019 collabora proficuamente con l’agenzia partner ufficiale di Spoki Secret Key – Digital Marketing Agency, che ha realizzato il sito web e gestisce tutte le attività di Performance Marketing.

The Context

The introduction of WhatsApp Marketing through Spoki and other tools like ActiveCampaign in digital strategies can offer numerous benefits for both e-commerce and online and traditional businesses. Here are the main advantages:

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2. 1. Direct and Personal Communication: WhatsApp allows you to establish a direct and personal dialogue with customers, which can increase engagement and improve the customer-company relationship.
   2. High Open Rates: Messages sent via WhatsApp have an open rate of up to 98%. This is significantly higher than other channels, such as email (20% average), thus ensuring greater visibility of the content sent.
   3. Automation and Efficiency: By using chatbots and automated messages, companies can efficiently manage frequent requests, freeing up time to focus on more strategic activities.
   4. Improved Customer Support: WhatsApp enables you to offer fast and interactive customer service, improving customer satisfaction and potentially increasing loyalty.
   5. Advanced Segmentation: By integrating WhatsApp with CRM systems and marketing automation tools, companies can segment their audience in an advanced way, personalizing communications and increasing conversions.
   6. Communication Scalability: WhatsApp marketing allows you to reach a large number of customers simultaneously, without losing message personalization.
   7. Reduced Costs: Compared to other digital marketing channels, WhatsApp can be more economical and offer a higher ROI (Return on Investment), especially for small and medium-sized businesses.
   8. Proactive Sales: E-commerce businesses can use WhatsApp to send abandoned cart notifications, special offers, and updates on products or services, stimulating proactive sales.
   9. Real-Time Feedback: Companies can use WhatsApp to collect feedback and reviews quickly and directly, allowing them to improve products and services based on customer responses.
   10. Mobile-First Approach: With the increasing use of smartphones for online shopping, WhatsApp fits perfectly into a “mobile-first” strategy. By offering a user experience optimized for mobile, companies can meet customers where they spend most of their time, facilitating quick and secure purchasing processes directly from their mobile devices.
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6. Integrating WhatsApp into digital marketing strategies can therefore lead to a significant improvement in the communicative effectiveness of companies, especially in sectors such as eCommerce, where speed and personalization of communication are key to success.

The Case Study of Sublime Shoes

This case study is the result of the strategic and operational work of Secret Key, an official Spoki partner.

The results obtained are exciting in terms of economic return and impact on the relationship created with customers through WhatsApp with Spoki.

With an expenditure of €413, we obtained orders for a total value of €51,891, equal to an X125 ROI.

The strategy that led to these results is illustrated below.

Initial Objectives

Sublime Shoes had been using email marketing automation for several years to increase online sales performance, achieving excellent results through couponing, inspirational content, upselling, and cross-selling actions.

The email channel was used tactically both to improve the acquisition of new customers and to build customer loyalty and maximize CLTV.

Having noticed a progressive decline in the open rate and revenue generated by the Email channel over the years, in 2023 we decided to test the use of WhatsApp via Spoki, with the aim of understanding its potential in terms of increasing eCommerce revenue.

At the same time, however, we wanted to understand if a conversational channel like Whatsapp could help improve the Customer Experience of the site, guiding and helping users with their purchase, just as a salesperson supports customers in a shoe store.

Implementation and Integration

Integrating Spoki was very simple, as the tool already provided native integration with Active Campaign, the software used by Sublime Shoes for Email Marketing.

On the eCommerce platform side, we simply downloaded the appropriate plugin for WooCommerce, which we then connected to the Spoki PRO account.

Everything was done in less than 1 hour and without the need for programming interventions.

This is one of the main reasons why we chose Spoki, which has proven to be an easy and quick solution for implementing WhatsApp within your Marketing Funnel.

How did Active Campaign help accelerate results?

The decision to integrate Active Campaign, a leading tool in marketing automation, has allowed Sublime Shoes to effectively synchronize existing email marketing campaigns with new WhatsApp strategies, creating an integrated, immediate, and powerful communication ecosystem.

In less than an hour, thanks to native compatibility with the WooCommerce plugin, Spoki and ActiveCampaign were perfectly integrated. This allowed for a smooth transition from email marketing to WhatsApp Marketing, maximizing the effectiveness of campaigns without the need for complex programming interventions.

Active Campaign has played a crucial role in automating the customer journey, from adding a product to the cart to post-purchase follow-up. With customized automations such as abandoned cart messages and special offers for new customers, Sublime Shoes has managed to maintain a high level of engagement and conversion.

This approach has not only increased sales but has also significantly improved the user experience, offering support comparable to that of a salesperson in a physical store.

Sales and communication flows

We have activated two automations, one for Abandoned Cart that starts 30 minutes after a product is added to the cart, and one aimed at First Time Customers, to stimulate new purchases 7 days after the first order, through a special offer.

We structured the copy of the automatic messages in such a way that they appear to be written directly by a real person and not a classic chatbot.

We knew that this choice would stimulate interaction with users and that, as a result, it would be necessary to manually manage many daily chats.

But we were aware that to fully exploit the potential of WhatsApp, we had to create a real relationship with people.

The human aspect was decisive; in fact, the greater support offered to users in terms of information and advice has produced a significant increase in orders, also reducing the return rate.

Effects on the Customer Experience of Spoki with ActiveCampaign

1. Communication Personalization: The combined use of WhatsApp and Active Campaign allowed Sublime Shoes to send highly personalized messages that seemed to be written directly by a human and not by a chatbot. This approach stimulated user interaction, transforming standardized communication into a personalized dialogue that strengthened customer loyalty.

2. Proactive Customer Support: Communication through WhatsApp simulated the personalized support experience one might get in a physical store. This level of interactive support, enabled by integration with Active Campaign, significantly improved the shopping experience, resulting in a significant increase in conversions and a reduction in returns.

Results obtained with Spoki’s WhatsApp Marketing together with ActiveCampaign

Secret Key was well aware of the potential of Whatsapp, but we did not imagine that it could generate similar results.

With an expenditure of €413, we obtained orders for a total value of €51,891, equal to an X125 ROI.

The strategy, copy, and creativity proved to be successful. In fact, the high message open rate and interactivity generated by WhatsApp proved to be significantly higher than the email channel.

Here are the data collected:

	Email	WHATSAPP SPOKI
Cart conversion rate	3,4%	40,06%
Open rate	36,3%	70,10%

Below is a graph showing the increase in purchases corresponding to WhatsApp campaign sends via Spoki.

Given the excellent results achieved, we are evaluating, together with the owners of Sublime Shoes, the implementation of further Customer Care flows with Spoki, to make the pre- and post-purchase experience even more enjoyable.

CREDITS
Agency: Secret Key – Digital Marketing Agency
Ceo & Marketing Specialist: Enrico Ferretti

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