How SethAndSally uses customer data to drive strong results

It actually started with a crucial realization. If the communication isn’t relevant, it doesn’t matter how pretty it is or how often it is sent. Because effective customer communication is not (only) about volume. Quite the contrary. For beauty company SethAndSally, relevance drives decisions and instead of optimizing for reach, they choose to optimize to build that all-important relationship and think long-term.

Since its launch in 2015, SethAndSally has developed into one of Sweden’s leading e-retailers in professional skincare, with a clear focus on expertise in the skincare industry, quality and long-term customer relationships. But also by being consistent and clear in how they communicate their brand. Regardless of the channel, you have built a relationship with your customers that is perceived as relevant and recognizable. Something that requires both strategy and time.

Rule gave SethAndSally a complete platform where customer data, channels and flows are connected, making it easier to work consistently.

Stronger customer relationships without increasing mailing volume

Sometimes, “the more, the merrier” doesn’t work. Fewer, but more targeted mailings have led to better results for SethAndSally, where each mailing has a purpose. Not all mailings are designed to drive clicks. Mailings can aim to build recognition, strengthen relationships, and create trust in the brand. And that’s where the effect is seen. Customers continue to open, read, and engage with the communication. Relationships are built gradually, rather than being forced through individual campaigns. And just like that, a sustainable strategy for customer trust has been built.

The strategy behind success rates

SethAndSally has put a lot of focus on really leveraging and using their customer data. Instead of broad mailings, where they traditionally work with campaign mailings, they work with clear segments based on behavior, purchase history and interest shown. This makes it possible to customize both content, timing and channel and, just as importantly, to refrain from communication when it does not add value. In Rule, all this data is collected in one system, making segmentation, A/B tests and automated flows a natural part of everyday work rather than manual point efforts before each campaign.

By continuously testing different subject lines, tonality, content and timing of mailings, they can make good decisions based on actual behavior rather than assumptions. Small adjustments they have made over time have led to increased accuracy, and higher engagement. The open rate of their emails is often as high as 60%, which is well above the industry average of around 20%. And a clear acknowledgement that the recipients want to take part in the content they share.

"For us, omnichannel is integrated into our communication, with email as the foundation, where we can offer knowledge, tips and guides. We use SMS more selectively - when it actually reinforces a mailing, for example during campaigns or specific offers. In Rule, we can manage both channels in the same flows, which makes work both smoother and more consistent."

Sara Lehtisalo, Customer Engagement Manager, SethAndSally

Omnichannel in practice

A strategic choice has been to build the communication for a fully omnichannel approach. Whether the communication is via email or SMS, it should breathe the brand in both tone and expression, to create a recognition and coherent experience of SethAndSally.

Email and SMS serve different functions and are activated based on data, segmentation and automated flows, among other things. Email is used for content that builds brand and relationship over time, where there is room for both storytelling and trust-building content. SMS is used when timing is crucial, for example for reminders or specific offers.

Future plans for SethAndSally

The ambition going forward is to deepen segmentation, go even more down to the nitty gritty level and use data, AI and automation to sharpen relevance and personalization. They are also looking at new ways to take their channel strategy forward. One area that is particularly exciting at the moment is RCS. A channel that opens up completely new opportunities to work, both more creatively and more flexibly. For example, through more attractive mailings where you have the opportunity to send several images and videos, product catalogs and offers in one and the same message.