Artificial intelligence boosts email-led revenue at Cosabella

Italian lingerie brand Cosabella has increased its email-led revenue by 60% after implementing an artificial intelligence-enabled platform.

Cosabella signed a contract with Emarsys, a global B2C marketing cloud company, in October to help it customise the emails it sends to its subscribers three days a week.

One month later, the brand had doubled its subscription base, increased its open rates by 4% and witnessed a 60% increase in email revenue year on year.

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The Emarsys B2C Marketing Cloud is designed to integrate customer intelligence, personalisation, predictive recommendations, and omnichannel marketing across all devices.

By combining machine learning and artificial intelligence, the platform allows retailers to understand their customer’s identity and create personalised customer experiences.

Cosabella marketing director Courtney Connell said: “Our customers have to navigate a dynamic, but crowded luxury retail landscape to find a product that offers both style and comfort. It is therefore critical for us to have an intelligent marketing partner to help us cut through the noise and engage effectively with our customers across different channels.”

In the past two years web sales for Cosabella.com have grown to account for 15% of the brand’s sales, up from 8%, reports Internet Retailer.

The rest of Cosabella’s sales are mostly conducted via wholesale distributors, including at luxury department stores like Selfridges.

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