About Helix Sleep
Helix Sleep is an ecommerce company that delivers made-to-order mattresses, based on the belief that sleep is a personal activity and your mattress should reflect that. Though the bed-in-a-box is their hero product, Helix Sleep also sells pillows, bases, bedding, and more to provide you with an uninterrupted night’s sleep.
“The traditional mattress experience was awkward and the showroom experience was a bit unpleasant,” said Laur Fiatoa, Senior Growth Marketing Manager at Helix Sleep.
“With the growth of online bed-in-a-box competitors, there are a lot of one-size-fits-all models. At Helix Sleep, we truly wanted to provide everyone with a different solution for their different sleep needs and create an individualized, personalized solution for a universal problem.”
However, while Helix Sleep has artfully mastered custom mattresses since the company’s inception in 2015, they were snoozing on the opportunity to match them to a personalized customer experience.
Before Zaius: Personalized Mattresses, Generic Marketing
When Helix Sleep first started email marketing, they sorted customers into three basic buckets: traditional prospects, those who took their sleep quiz and saved their results, and customers.
But because these segmented lists were predetermined, it created a one-dimensional view of their customers and led to mass email sends with little-to-no message personalization.
There was also the potential that someone could be put into two or three different campaigns at once, which meant that the content they received didn’t reflect where they actually were in the customer journey.
Laur wanted to make sure that Helix Sleep provides customers with the best and most personalized message possible, all while finding the balance between dynamically advancing shoppers through their individual consideration phase and avoiding over-emailing.
And with different mattresses and corresponding SKUs, she wanted to create unique flows for each product so that customers would get different content depending on whether they were a better fit, say, for a Helix Sunset than a Helix Moonlight.
After Zaius: Customer-Centric Comfort
Laur emphasizes that when consumers make a larger purchase like a mattress, there is often a lot of consideration and research that goes into it. People want to make sure that they get the right product and they could return to the website for months at a time and engage with many different products before making a final purchase.
With all that research, the need to know each shopper’s entire digital footprint is paramount. And, with 89% of digital traffic from anonymous shoppers, including 14% of that make multiple visits, brands and retailers that can stitch anonymous activity to known shoppers can mean the difference between a conversion and the competition.
The question is, how can companies take all that activity and make relevant engagement happen, even if they haven’t yet made a purchase? That’s where the Zaius platform has been incredibly powerful for Helix Sleep.
“Now, we look at segmentation in a far more comprehensive way due to the technology and data capabilities that Zaius provides,” said Laur.
By using priority groups in Zaius, Laur’s team can see if a prospect takes specific actions and qualifies for multiple campaigns at the same time. Then, Helix Sleep can more accurately identify the most relevant campaigns for individual customers.
This way, buyers are nurtured based on their level of intent, as well as which products are most likely to be valuable based on their interactions with the brand.
For example, if a buyer viewed the Helix Midnight product page, but saved the Helix Dusk, that person probably has a higher intent for the latter option, informing the campaign they’re sent.
By leveraging these more relevant groupings, Helix Sleep meets the customer where they are, before they’re even ready to convert, with the best possible marketing content — rather than blasting out the same content to everyone who falls into one of the three large buckets at one point or another.
Results That Help Helix Sleep at Night
This means that not only is Helix Sleep sending fewer emails, they are also seeing better results from the ones they did send.
“When you’re giving your customers the journey they’re intending, they’re more likely to engage. And more importantly, they’re less likely to get annoyed by your emails,” said Laur.
If you have a customer that could enter multiple lists for automated campaigns, Laur encourages you to try priority groups to make sure that you’re sending them to the most relevant products for that exact point in their journey.