The Business
People around the globe need access to eco-friendly energy, including portable power products, solar technology, and home energy solutions. EcoFlow provides exactly that, acting as the “trusted energy companion for users around the world.” With more than 5 million users in 140+ countries and regions, EcoFlow is empowering individuals, families, and society to achieve sustainability and energy security. The brand’s diverse products make it a one-stop solution for energy independence.
The Challenge
EcoFlow grew dramatically in just a few years, and their consumer engagement strategies needed to grow and mature along with them. Their system, a basic email marketing tool, lacked capabilities for automation and personalization. The strategy of mass-blast email marketing didn’t fit the brand’s message or style — the marketing team knew they needed to deliver more personalized marketing experiences to customers.
Given the rising costs of digital advertising, EcoFlow also wanted to find a way to lower costs. They felt it was important to diversify their channel mix and expand beyond email and ads so that their engagement wouldn’t depend on any single channel.
The brand also struggled with fully integrating their customer data and making it actionable. They were unable to collect data on customers’ preferences, and without a unified source of truth, they couldn’t gain full insights from what data they had. To deliver targeted, relevant, and timely messages, they needed to build unified customer profiles, and to do this at scale, they needed the power of automation.
The Solution
EcoFlow chose SAP Emarsys as its partner for marketing innovation for multiple reasons, particularly its ability to integrate data to create a unified system that would power omnichannel marketing. The brand was also drawn including:
- AI-powered audience segmentation and targeting
- Journey automation and advanced triggering
- Comprehensive customer insight tools
- Pre-built campaign tactics with fully customizable automations
With the new tools at their fingertips, the EcoFlow marketing team would be able to not only automate customer experiences at scale, but also craft customer journeys that could accelerate e-commerce.
“SAP Emarsys excels in automating customer journeys and providing deep insights into customer behavior. The platform has transformed our approach to marketing by emphasizing data-driven decision making.”
Curating experiences through the automated customer lifecycle
EcoFlow has not only automated campaigns but crafted complete automated customer journeys, guiding consumers from first purchase to onboarding to long-lasting relationships. With this journey, the brand collects customer data, aggregates it, and shares the data across customer experience functions based on consent, purpose, and privacy.
Here’s an example of how EcoFlow has crafted the customer journey, which will be completely customized to the user:
- First welcome email: Depending on customer insights, the welcome email may have more information about their product, an offer, or even a QR code to subscribe to WhatsApp for credits and product tips.
- Abandon cart: If the customer has abandoned their cart and is still browsing the website, EcoFlow can automatically send a web push message with a reminder and a discount offer. If the customer has abandoned their browsing session, this can trigger an abandoned cart email.
- Value-driven web channel engagement: Not all abandoned carts are created equal. EcoFlow triggers real-time web channel pop-ups to engage customers when their cart value is higher than a specified amount.
- Credit reminders: The EcoCredits rewards program enables members to earn EcoCredits for cash deductions and rewards, and automated reminders help members get more value from the program. Reminders are sent to customers on email, SMS, web channel, and web push.
- SMS for membership week: As a part of their retention strategy, EcoFlow engages members via targeted SMS, such as special opportunities during membership week.
- Nurture emails: EcoFlow follows up with customers via a post-purchase email nurture, offering clear tips to help them get more value from their products. The emails also help drive usage of the EcoFlow app.
To build their automated journeys, EcoFlow uses the SAP Emarsys library of pre-built tactics, which are based on proven strategies and fully customizable.
“Now that we’ve integrated various marketing channels and can deliver personalized customer engagement, we've been able to rethink our strategies and prioritize customer experiences. The implementation and customer success teams from SAP Emarsys have provided support with professional advice to help us enhance our strategies.”
Applying AI for scalable personalization and efficiency
SAP Emarsys uses machine-learning algorithms to enable AI-generated segmentation. By predicting customers’ behaviors and preferences, EcoFlow is able to engage customers based on factors such as their lifecycle stage, product purchase history, or other criteria.
Gen AI capabilities in the platform also empower EcoFlow to quickly and efficiently prepare content for email subject lines and preview text, taking the guesswork out of copywriting and increasing resource efficiency.
The Impact
Since partnering with SAP Emarsys, EcoFlow has truly innovated their engagement strategy and built end-to-end customer journeys that flexible and scalable for their global market.
As a result of the partnership, EcoFlow has…
- Scaled personalization: The brand launched automated welcome, post-purchase, win-back, and member-anniversary programs across four regions simultaneously.
- Increased repeat purchase rate: EcoFlow has seen a lift in repeat purchases, with North America showing the highest share of second-time and repeat buyers.
- Integrated channels to launch truly omnichannel programs: With their channels (email, SMS, web, web push, and WhatsApp) integrated in the SAP Emarsys platform, Ecoflow has launched more than 15 omnichannel campaigns, delivering personalized experiences to customers.
- Gained customer insights and measurable results: EcoFlow can easily use dashboards to measure revenue attribution to email, SMS, and web push campaigns. With comprehensive customer insight tools at their fingers, the marketing team can better optimize existing campaigns and strategize their next move.
Going forward, EcoFlow looks forward to expanding into more global markets with support from SAP Emarsys to deliver personalized customer experiences.
“SAP Emarsys is an all-in-one customer engagement platform that automates marketing processes and personalizes customer interactions. It allows businesses to analyze customer behavior and tailor campaigns effectively.”