Personaliserede e-mails i et fuldautomatisk setup

Personalized emails in a fully automatic setup

Mads Haulund
January 24, 2024
0 minutes

The challenge

YX Fyringsolie wanted to add email to their digital marketing setup. We gave each other the challenge to activate the data wisely and create a self-running setup with automatic e-mail flows.

The solution

We have created a fully automatic e-mail setup that, on the basis of a number of customer-specific parameters, e.g. weather and geography, transmitterrelevante-mails to customers. We predict when the oil tank needs to be filled up and notify the customer.

The automatic e-mail flow has quickly become one of the best-performing channels - with a conversion rate of over 6% on fyringsolie.dk! In subsequent surveys, customers have given a satisfaction score of 96%.

It's all about timing

Heating oil is not the sexiest product. Therefore, it is about being relevant to the customers when it applies. We have thoroughly tested and built a setup that, at exactly the right time, notifies the individual customer that it is almost time.

It is not quite easy to do.

Because all customers are different. Some houses are well insulated, some are located in a region that has had cold weather, some do not fill the oil tank completely. That is why we have built an e-mail flow for YX that is based on predictions.

Personal communication

Security is an important parameter when it comes to e-commerce. Therefore, it is a consistent theme in YX's communication to be personal and close to the customer. It shouldn't work like a machine when you buy heating oil. The 24-hour phone line also helps with that.

Overview of flows and performance - this creates insight

An important task when developing automated e-mail flows is to have an overview.

Far too many times we have seen that a solution has been developed which in the end you do not understand yourself. That's why we make a virtue of visualizing flows and making it clear to everyone what happens when.