Despite the intimidating volume of list attrition following GDPR, Maunoury chose to see a silver lining: “I think it was a healthy thing because we were carrying along visitors who were not interested in the brand. GDPR was a health check for company databases, and it helped us clear out the people who were never going to be engaged customers.” Clarins knew they had to rebuild their email file in a sustainable and profitable way, rather than through tactics like list buying and sweepstakes. Specifically, they wanted to build a more engaged, higher-quality list of shoppers that were more likely to convert and remain engaged and brand-loyal over time. Clarins knew that quality was absolutely paramount in their search for tactics and technologies that would help scale their list. Manoury observed, “Everyone I met with gave me ideas for quickly acquiring customers, but I knew I wasn’t getting the quality I wanted. When Wunderkind was presented to me, I thought, ‘Oh my god, this is brilliant.’ Now, I’m adding people to my list who have been showing interest in my site and intent to buy; it just makes sense. To me, that was the biggest Wunderkind selling point—quality growth.”
Like many other beauty and skincare brands, Clarins sells their products on other marketplaces and retailer sites. Driving qualified traffic to the Clarins owned site—and then educating customers on the brand’s value propositions and bringing them down-funnel—is a critical piece of Maunoury’s remit and contributes to her team’s holistic view of Clarins consumers. Clarins wanted to find a way to optimize each visitor that landed on Clarins.com, and the brand immediately saw the impact of remarketing to these individuals through Wunderkind. The Clarins site provides consumers with a wealth of information and product education, and Wunderkind triggered emails provided a consistent, brand-right way of nurturing customers. Maunoury says that visitors were “opening, clicking and buying” through dynamic Wunderkind emails at double the rate of the brand’s previous program.