Increasing online and offline campaign revenue with relevant campaigns

Christophe MuelHead of Customer Marketing

“Without Tinyclues, we would have missed more than 60% of campaign revenue during a major sale period. Tinyclues has become essential for us to send relevant campaigns with a strong impact on both online and in-store sales”

number of orders




  • Email-to-store
  • Promote niche products
  • Strategic products
  • Campaign productivity

A leading jewelry retailer in France since 1951 with more than 37 stores, 50,000 catalogs sent every season, more than 40,000 jewelry and watch products in the catalog and annual revenue of 72 million euros.

Marketing Hero Interview: Christophe Muel & Pauline Plaisance, Maty

Maty’s Head of Customer Marketing & their Omnichannel CRM Project Manager talk about this leading jewelry store’s journey as they exit a batch & blast strategy and move towards real personalization.

Video Transcript

I’m Christophe Muel, Head of Loyalty and CRM at Maty.

I’m Pauline Plaisance, and I’m CRM Project Manager at Maty.

I manage marketing campaigns, from email and print, to SMS campaigns. Maty has been selling jewelery, ranging from fashion to high-end pieces, since 1951. As a company, we’re working to make jewelry accessible to all women. We have a large selection of products. It’s a company that has a wide range of prices, with pieces ranging anywhere from 10 dollars to 10,000 dollars.
Maty uses 3 main channels:

  • the Maty catalogue, which we still print up to 400,000 copies.
  • The second of course being the website: a marketplace with over 40,000 references and a number of different brands.
  • The third is our network of jewelry stores. We have 37 jewelry stores across France, and they represent around 30% of our business.

We have a database with around 2.5 million clients. We manage about 60 campaigns each season across all of our different channels. This generates the majority of our traffic and an essential part of our revenue.

Our interest in leaving mass marketing today is also so that we can bring other benefits to our clients than what we normally do, which is offer discounts. Basically, what we want to do is to stop doing what we’ve been doing for decades, what I call dynamite fishing. Now, we need to fish with a rod and just the right bait. It’s important to know how to contact each client. And to be able to offer them, what they need. When we had a campaign before Tinyclues, we had to go to the data team to create an audience, and let them know our objectives and the topic of the campaign. As my grandmother would say, inexpensive always becomes too expensive. If we have to do 10 times more emails to get the same return from catalogs, it’s a problem. Whereas today, what we’re looking for is solutions that allow us to take advantage of the low cost of emails, but above all, to improve the ROI of this channel.

Today we target in Tinyclues very easily and in just a couple of minutes. It’s a really great time saver. This solution is in someway revolutionizing the way we do marketing. Before, we were always creating groups of clients and then sending them offers we thought would interest them. But what’s interesting with Tinyclues, is that we can start from any product offer, and find in our database the clients that are most likely to buy. What does this mean? It means that when we speak to a client, we are almost certain that we are offering them a product that they’re interested in.

With Tinyclues, we send campaigns that are targeted either at the product category, that are targeted at brand level as we sell different brands on and in our boutiques. Leaving behind mass marketing also means multiplying the number of messages that we’re sending. And multiplying the number of messages, means more campaigns to create, keep track of, and manage. We also have campaigns that are targeted down to the specific product ID and other campaigns that are targeted on the material. We run campaigns on gold, silver, gold plated, etc.

And the Tinyclues solution is simple to use, it allows us to have a more personalized voice in our messages, without having to increase the size of our team. And in terms of ROI , it’s a game changer. Tinyclues has had a very positive impact on our response rates. We increased our open rates by +39%. We’ve seen a 12X higher click rate on our campaigns. But we’ve also seen an impact on revenue. We’ve increased email campaign revenue by 103%. We’ve seen this boost in revenue across all of our channels, whether it’s revenue from in-store purchases, or revenue on the website.
What I love the most about Tinyclues is the ease of use of the solution, all the time I’ve saved, and the Tinyclues team.

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