Direct Communications Contribute to 29.4% of D-Steimatzky’s Revenue
Direct Communications Contribute to 29.4% of D-Steimatzky’s Revenue
D-Steimatzky is an Israeli digital book store founded in 2015. The store offers Hebrew books and translated literature.
Business scale.
70,000+ customers
Goals
Increase email channel revenue share
Solutions
Implement marketing automation platformLaunch 21 automated campaignsCreate precise audience segments for bulk email campaigns
IT stack.
WooCommerce-based websiteNative iOS and Android mobile appsMaestra marketing automation platform
Results
29.4% of revenue is now generated by direct communications
Noteworthy features
A WhatsApp group with book recommendations and discounts for books within a specific genre
October 3, 2023
Israeli digital bookstore, D-Steimatzky, sells e-books and operates in a highly competitive market. Because of this, fostering brand loyalty — leveraging personalized communications — is crucial for the company. However, D-Steimatzky’s IT stack had limitations in segmenting customers and delivering personalized offers to them.
In the Spring of 2023, the company transitioned to Maestra’s marketing automation platform. Now, direct communications contribute to 29.4% of the retailer’s revenue.
In this case study, we’ll go into detail on how Maestra assists D-Steimatzky in:
- Expanding their customer base and uniting readers into interest-based communities using pop-ups to drive long-term brand loyalty;
- Creating on-going customer touch-points by sending automated campaigns throughout the customer lifecycle;
- Distributing targeted communications to customer segments based on their past interactions to drive sales.
We settled on Maestra when updating our IT stack because the company offered extensive functionality at a lower cost compared to competitors.
The segmentation capabilities were particularly important to us — we now send personalized offers to customers based on their literary preferences.
We would also like to highlight the excellent support. We receive prompt and knowledgeable responses to any questions. This was especially crucial during the integration phase.
Maestra also has an excellent dashboard. It is intuitively understandable, and new employees learn to work with it quickly.
As for drawbacks for our local market, the lack of support in Hebrew is notable. Fortunately, this doesn’t hinder our team.
Marketing Automation Results
29.4% Campaign Revenue Share
This revenue share is an excellent outcome for us. We’ve already been able to significantly enhance our communications and identify new growth opportunities.
Furthermore, communication is becoming one of our competitive advantages. We sell e-books, and the competition in our industry is extremely fierce. Both we and our competitors sell the same product.
Many readers use multiple apps simultaneously and search for the best deals. Therefore, it’s important to stand out with superior customer service and cultivate brand loyalty. Our direct communications, which we launch using Maestra, are aimed at achieving these objectives.
Why and How D-Steimatzky Implemented Maestra
In 2023 the company went through a rebranding process, transitioning from GetBooks to D-Steimatzky. This led to revamping their entire IT stack with a new website and reading app. For the new stack, the brand wanted to choose a powerful tool for marketing communications.
Before the update, we used Mailchimp for our email marketing and this limited what we could do. For example, we couldn’t create custom groups based on subscribers’ interests and the number of groups we could create was limited.
We also experienced frequent system issues in Mailchimp.
That’s why we studied and compared different services for direct communications. Maestra has almost no competitors in terms of the breadth of capabilities it offers. We found only a few alternative services with similar functionality, but their cost was significantly higher.
Since the implementation of Maestra was part of the launch of D-Steimatzky’s new IT stack, the integration of the platform happened on their end.
Automated Campaigns Launched with Specific Conditions
Before the integration, the Maestra team assisted D-Steimatzky in creating an extensive plan of automated campaigns. All flows were built with varying degrees of complexity. Out of all the campaigns proposed, 7 have already been implemented:
Since implementing Maestra three months ago, D-Steimatzky has begun gradually launching these campaigns, starting with the basic ones. They currently have 21 automated campaigns in total (with more in progress), consisting of emails and pop-ups on the website.
Welcome pop-up and email with recommendations
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4.85 %of the audience that views this pop-up subscribes to D-Steimatzky’s mailing list
New customers are displayed a pop-up offering a 10% discount in exchange for subscribing to email marketing campaigns.
Pop-up with a 10% discount for the customer’s first order
Once a customer signs up to the mailing list, they are sent an email campaign with a personalized 10% discount code and a selection of recommended best-selling books:
WhatsApp Invitation
We are developing WhatsApp communities dedicated to specific literary genres. Our customers join these communities to discuss their favorite books and discover interesting authors within their preferred genre. We also offer them special discounts as part of these interactions.
These communities serve as a way of cultivating customer loyalty and providing them with unique offers that set us apart from competitors. In a market where it can be hard to win customers and differentiate from the competition, discounts and establishing a recognizable and dependable brand play a significant role in influencing buyers’ decisions regarding their next purchase.
Furthermore, this approach allows us to alleviate communication overload for our audience: within these communities, individuals receive only offers that are relevant to their particular literary interests.
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14.76 %CTR of pop-up with invitation to join a WhatsApp group
Once a customer has browsed books of a certain genre, they are displayed a pop-up with a link to join a WhatsApp group dedicated to the genre:
A pop-up inviting customers to join a WhatsApp group dedicated to romantic literature, with special offers and book recommendations
Abandoned Browse and Cart
Customers that have browsed books or added them to cart without completing the checkout process are sent a reminder about their abandoned order:
Campaign showcasing the books the customer browsed during their last session
Abandoned cart campaign: By clicking any of the buttons, the customer is conveniently redirected back to the checkout page
How Bulk Campaign Audiences are Segmented
Email Book Digests
The company frequently sends out bulk emails containing digests of new books and bestsellers across various genres.
A digest with books of different genres — from business to romantic literature
A weekly “New Books” digest
Sending manual campaigns is part of our daily routine. To streamline this process, the Maestra team has provided us with an email template. Now, all we need to do is input the text, photos, and banners into the template to create a complete email. When it’s time to send, we simply choose the relevant segment from our list.
This approach significantly reduces the manual workload and frees up time for setting up automated campaigns.
Segmented Mobile Push Offers
Push notifications are a more assertive tool compared to email campaigns. It’s crucial here to carefully select what the reader will receive to avoid triggering unsubscribes. At the same time, it’s a highly effective channel where achieving high conversion rates is possible.
We therefore utilize push notifications to send very specific offers. These offers are segmented based on genre preferences, derived from a customer’s purchase and browsing history. This way, we ensure that we don’t annoy a reader who prefers sci-fi, for instance, with offers related to business literature.
Mobile push notifications for romantic and erotic literature fans offer customers new and popular books of these genres
Next Steps
The brand’s main priority is optimizing and growing its loyal customer base.
Currently, our campaigns are proving themselves to be highly effective, largely due to the active core of our audience. These customers are accustomed to reading extensively and readily purchase new books.
Our next phase involves focusing more on those who do not open campaigns very often. This constitutes a significant portion of our audience, and our goal is to analyze this segment and discover strategies for transitioning these customers into the loyal core.