Imerco: How e-mail triggers and segmentation drive loyalty, revenue, and clicks

About

Imerco’s goal is simple: To be Denmark’s number one in kitchenware, home accessories, and gifting.

With over 1,100 employees, 165 stores, and 1.9 million loyal ImercoPlus members, their reach is already impressive. However, the competition within homeware is intense, and for Imerco, it’s important to stay top of mind and reach the customer at the right moment to secure the conversion.

That’s why Imerco’s e-mail marketing is treated like a core sales channel, reaching each customer during key moments in the customer journey.

By focusing on behavior-based triggers and audience segmentation, Imerco have achieved a major boost to all key e-mail marketing metrics, making sure they reach and engage even more of their subscribers.

Up to 70% higher open rate

Up to index 953 click-to-open

How triggers work – and why they matter

In short, triggers are automated e-mails based on customer actions.A trigger reacts to real behavior, like a customer visiting a product page, leaving items in their basket, or saving something as a favorite.

When that behavior matches a specific rule (like a price drop or the item coming back in stock), an e-mail is automatically sent out. 

There are several benefits to e-mail triggers, including:

• Everyone uses e-mail
• You own the data
• It's cost-effective
• Easy to measure
• Targeted messaging

Raptor has 14 different out-of-the-box triggers that are closely tied to customer behavior – both online and in stores.

Here’s a look at how Imerco uses triggers:

Abandoned Basket Trigger

✅ Customer adds one or more items to the basket but doesn’t buy.

✅ Trigger sends 1 hour and 24 hours after the end of the session

❌ Disqualifier: Customers who have bought the product(s) (online / offline)

With 1 hour reminder

9,23 DKK Revenue per e-mail

74% Open rate

23% Click-to-open

With 24 hour reminder

7,56 DKKRevenue per e-mail

62% Open rate

18% Click-to-open

Back In Stock Trigger

✅ Customer visits a product marked as “out of stock”

✅ … or signs up to be notified when the product is back.

3,56 DKK Revenue per e-mail

74% Open rate

15% Click-to-open

Price Drop Trigger

✅ When a product price drops by at least 10%

✅ The trigger is sent out to customers who have visited a product 1 times within 60 days at a higher price

❌ Disqualifier: Customers who have bought the product(s) (online / offline)

Price Drop Product Interest

1,04 DKK Revenue per e-mail

69% Open rate

12% Click-to-open

Price Drop Favorites ❤️

6,99 DKK Revenue per e-mail

73% Open rate

16% Click-to-open

“It’s amazing what results we can drive with triggers. The setup works with us, so even a smaller team can achieve big wins”

Segmentation that pays off

On top of the triggers, Imerco uses audience segmentation to sharpen their e-mail campaigns even more.

This allows them to get super-specific on which type of customers they want to target – like customers interested in certain brands or who participated in earlier campaigns.

For the Spring of 2025, they tested segmentation of a 20% discount campaign featuring a selection of popular brands, including Kay Boyesen, Kähler, Lyngby, Deluxe Homeart, and Björn Wiinblad.

• Step 1: Audiences who had bought a product within one of the campaign brands within 365 days were found in the CDP and synchronized into Salesforce.
• Step 2: Specific e-mails were set up for each audience, showcasing their preferred brand.
• Step 3: Each audience received an e-mail with a relevant offer of 20% discount.
• Step 4: Subscribers who didn’t qualify within a specific brand received a generic e-mail.

And when the campaign went live, the segmented e-mails significantly outperformed the generic newsletter:

108-123 Open Rates: Index

142-273 Click-to-open: Index

This shows that customers generally respond better to campaigns that are relevant to their preferences and interests.

This doesn’t mean that generic newsletters should be abandoned, as they still drive traffic and revenue, but segmentation gives all key metrics a major boost.

The Christmas campaign

Let’s dive into a specific campaign that really shows the value of segmentation.

Every year, a well-known Danish brand launches a new set of collectible Christmas decorations – a popular collector’s item.

2025 marked the 25th anniversary of the collection, so demand was expected to be even higher than usual.

To make sure Imerco reached the collectors before their competitors, they set up an audience of customers who had purchased these decorations in previous years and sent them an e-mail the moment the new editions went live on the site.

They also set up a Remind me / back-in-stock trigger for when the decorations would inevitably sell out.

And segmentation and trigger mails massively improved the campaign performance.

Within days, the 2025 campaign had already outperformed previous years’ campaigns by index 251.

“It’s really easy to set up an audience in the CDP. I can just go search for any customers I need for my campaign, activate it in Salesforce Marketing Cloud, and we’re ready for send-off”

Key take-aways

• Imerco achieved >70% open rates and up to index 953 click-to-open rates using behavior-based triggers.
• Customer segmentation during a brand campaign outperformed the generic newsletter by up to 273 index points on click-to-open.
• Automated e-mails tied to real customer behavior generate significant results and can all be run by a small team of e-mail marketers. 

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