Fairplace
Fairplace is an online toy store based in Kortrijk, founded by Christophe. The webshop sells quality toys, bikes and trampolines for children, with sales through the webshop and Bol.com for customers in Belgium and the Netherlands.
The project in overview
Make email reliable enough to support promotions and repeat sales.
Fairplace was already using ads and social media, but email still had more potential. Earlier campaigns through Mailchimp brought limited response, and deliverability needed attention before the channel could support the webshop properly.
The work had to go deeper than newsletter content. Email first had to arrive reliably before it could support promotions, product updates and returning customers.
The goal was to make email reliable enough to support customer communication, promotions and repeat purchases without adding extra work to daily webshop operations.
Campaigns could only work well once the basics were in place.
Fairplace had products, traffic and customers. Email could play a stronger role in keeping those customers connected to the webshop.
The webshop already reached people through ads, social media and Bol.com. Email had the potential to support the relationship after a first visit or purchase, but the existing flow needed a stronger base.
For an online store, that matters. A first purchase can become the start of a longer customer relationship. Email can bring people back when there is a relevant reason to return, such as a new offer, a seasonal moment or a product that fits their family.
At first, it could look like the newsletter needed better content or a stronger offer. After reviewing the situation, the priority was deliverability, database quality and the connection with the webshop.
Campaigns could only work well once the basics were in place.
Something Christophe could use with more confidence.
Email had to become something Christophe could use with more confidence.
That meant the foundation had to be improved. Emails needed a better chance of reaching the inbox, the customer database had to be cleaned up, and the webshop connection had to work properly with the new email platform.
The setup also had to stay manageable next to the daily webshop work. Christophe needed a structure that supported the store, without adding extra manual work every week.
Email had to make staying in touch with customers easier and more useful for the business.
Define what email should do.
The work started by defining what email should do for Fairplace.
Together with Christophe, we looked at where email could support the webshop. After a customer bought something or signed up, email had to give them a clear first message from the store. For existing customers, it had to become a way to stay in touch when there was a relevant reason to return.
Then we looked at the tools. The previous platform was reviewed based on deliverability, usability and webshop integration.
Once the platform was chosen, the technical base was rebuilt. The webshop was connected to the email system, the customer database was cleaned up and segments were created so Fairplace could send more relevant emails.
From there, the first flows were set up. New customers received a welcome email, while returning customers could be reached with follow-up messages and campaigns based on their earlier interaction with the store.
After the first emails were sent, we looked at how people responded and adjusted where needed.
Moving away from isolated newsletters.
One of the biggest changes was moving away from isolated newsletters and toward a better customer flow.
Before, email was mainly used as a separate campaign channel. That made it harder to build a steady rhythm around staying in touch with customers and bringing them back at the right moment.
After, the email structure connected better with the webshop. Customer data was cleaner, segments were easier to use and Fairplace could contact customers for promotions, product updates and relevant buying moments with more confidence.
Email became a practical channel for staying connected with customers after their first interaction with the store.
A cleaner email structure.
Fairplace gained a cleaner email structure.
The platform was reviewed and replaced by a more suitable option. The webshop was connected properly to the new system, and the customer database was cleaned and segmented so campaigns could be sent with more relevance.
A welcome email was created for new customers. Follow-up messages made it easier to reach returning customers with communication that matched their earlier behaviour.
Tracking was also improved, so Christophe could see which emails people opened, where they clicked and which campaigns created response.
The structure stayed manageable alongside the webshop. That was important because a small e-commerce business needs marketing that supports sales and fits into daily operations.
Email became a more dependable channel for Fairplace.
Messages reached inboxes more consistently. Open and click rates improved, and customers responded more to promotions.
For Christophe, email became easier to use with confidence. He could send newsletters and campaigns with a structure that supported the result.
The webshop also gained a stronger direct line to customers. Alongside ads, social media and marketplace traffic, Fairplace could use email to bring people back when there was a relevant reason to return.
Email became a practical way to stay in touch with customers and bring them back when the timing was right.
This case shows that email performance starts before the campaign itself. When deliverability, database quality and webshop integration work well together, campaigns have a much better chance to perform.
For Fairplace, the improvement came from strengthening the basics first: the platform, the webshop connection, the customer data and the first flows after someone interacts with the store.
Once that structure was in place, email became more useful for promotions, follow-up and repeat purchases.
Clearer positioning, built around the real reason people choose you.
If you have a strong offer but people don’t see the value behind it, it’s time to change how it is presented. Let’s make it clear what your offer does, who it is for and why people should choose you.