CRM structuring and activation: email marketing turned into a growth engine

Context

We supported La Bourse aux Livres, a French app that makes it easy to resell books, in structuring and optimizing its CRM strategy.

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In a context of B2C growth in France and internationally, the challenge was to strengthen the contribution of email marketing to overall revenue, while improving the quality of the customer relationship.

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The brand had an existing database, but one that was rarely used in a segmented and automated way. The main objective was therefore to activate this channel in a more structured way, with an approach focused on performance and personalization.

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‍Solution

We rolled out a complete CRM strategy, built around two main pillars: marketing automation and advanced segmentation.

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Structuring the automated flows

Setting up key scenarios covering the entire customer lifecycle:

• Welcome flow to capture and convert new subscribers
• Abandoned browse and abandoned cart to maximize conversion
• Post-purchase to grow retention and repeat purchases
• Reactivation scenarios to re-engage inactive databases

Each flow was designed with a logic of controlled marketing pressure and a prioritization of messages based on business value.

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Segmentation & personalization

• Deploying fine-grained segmentation based on: purchase behavior, email engagement, frequency and recency.
• Activating targeted campaigns to deliver differentiated messages by profile, with greater personalization of content.

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Continuous performance optimization

• Setting up a test & learn logic on: subject lines and content, send timing, promotional mechanics.
• Regular performance monitoring with a focus on contribution to revenue and not only on engagement metrics.

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