The right message at the right time – allnatura achieves more conversions through automated email marketing

For consumers who value natural sleep and sustainable living, allnatura is the ideal partner. Founded in 2000, the family-run online retailer from Baden-Württemberg offers a wide range of furniture and home accessories for healthy living in harmony with nature. 

The product range especially resonates with rural families and health-conscious consumers, offering everything from pillows and mattresses to solid wood furniture and home textiles. As an online retailer, allnatura ensures an effortless browsing and ordering experience while also providing expert, highly personalized guidance. This commitment has clearly paid off: allnatura has already received numerous awards for its outstanding customer satisfaction and sustainability practices. To connect with consumers efficiently through personalized emails, allnatura chose the SAP Emarsys platform. 

Email remains one of allnatura’s most important CRM channels, bringing together customer guidance and sales in a single, effective touchpoint. With its strong ability to drive revenue, email sits at the heart of the company’s cross-channel marketing strategy, enabling personalized communication with both new and existing customers.

However, to strengthen customer engagement and build lasting customer loyalty, allnatura needed a solution that could deliver greater personalization, higher relevance, and more efficient execution.

With SAP Emarsys, allnatura leverages intelligent segmentation and comprehensive automation, enabling them to deliver the right message, to the right customer, at the right time. This is how the online store achieves high satisfaction, strong engagement, and more conversions: 

Segmentation as the basis for successful communication 

Consumers receive a flood of emails every day. Online retailers must compete with everything else in their inboxes, which poses a significant challenge. allnatura uses detailed segmentation to deliver engagements that cut through the noise with timely, meaningful content.

Leveraging the capabilities of SAP Emarsys, the e-commerce company from Baden-Württemberg applies widely used segmentation models to its customer base, grouping consumers according to behavior, interests, demographics, lifecycle status, engagement level, and purchase intent.

allnatura pays close attention to key success factors and, alongside strict adherence to data protection regulations, continuously monitors data quality and depth. To prevent over-segmentation, the online retailer routinely evaluates whether its segments remain relevant and not excessively granular. This keeps processes efficient and workflows clear. 

Emails are then personalized and sent automatically based on these segments. This ensures each group receives the message most relevant to them at that exact moment. Segment type determines the trigger, timing, and content of each communication, and the impact is clear. Audiences engage more deeply with content tailored to their needs, resulting in higher interaction rates and more conversions.

Automation – the key to scaling personalized communication

Along with comprehensive segmentation, email automation is key for allnatura to speak to customers more individually. With the help of predefined tactics in SAP Emarsys, allnatura can quickly and easily implement welcome campaigns, abandoned cart campaigns, post-purchase and reactivation campaigns, birthday and occasion-related campaigns, and more.

Based on each customer’s lifecycle status and segment, allnatura automatically delivers the right message, with the right content, at exactly the right time. This enables the brand to maintain a consistently high level of quality in every engagement, regardless of team capacity or time of day, ensuring a seamless experience from first contact to repeat purchase and beyond. Automation also brings major operational benefits: once set up, these workflows save considerable time and resources. And customers respond. Automated emails consistently achieve higher open and click-through rates than regular newsletters and drive more repeat purchases.

Bringing segmentation and automation together for amplified impact 

Segmentation and automation show their real strength when they work together. Segmentation ensures each message reaches the right audience, while automation delivers it with the right timing and content. Combined, they create a deeply personalized customer experience with measurable impact. 

This approach allows allnatura to maintain relevance at scale. Although email automations make up only 10% of all emails sent, they account for 27% of all email revenue. They also generate a 64% higher open rate, a 158% higher click-through rate, and 80% more orders than newsletters. 

With SAP Emarsys, allnatura continues to refine and expand its automation workflows to align even more closely with customer needs. Through ongoing optimization and new automated journeys, the retailer achieved a 44% increase in sales and 32% more orders in its automated post-purchase campaigns compared to the same period last year.

With the features offered by SAP Emarsys, allnatura set up intelligently segmented and automated email marketing for a distinctive community of consumers who are mindful of nature. The online retailer makes optimal use of customer data, software tools, and internal expertise to stand out with its communication and reach the right person with the right message at the right time. 

At the same time, allnatura takes a holistic approach by feeding insights from email marketing back into other channels (such as in-store or social) to maximize learnings and strategically use segment data. 

Going forward, the online retailer plans on further optimizing its campaigns, broadening interest-based journeys, and developing cross-segment triggers. The increased application of AI is also expected to boost efficiency and personalization, moving the company closer to its long-term goal of delivering seamless, highly relevant communication at every stage of the customer journey.