“Ortto’s intuitive user interface makes it easy to set up email journeys that drive customers further down the funnel. Building and filtering audiences is super easy to do, and the ability to send audiences to specific ad platforms easily is another huge plus for working with Ortto.”
Shoott launched in the summer of 2018 with a vision to create the ultimate win-win for clients and freelance photographers: Give everyday people access to affordable professional photography and provide photographers with supplemental gigs to support their business.
Since then, the business has expanded to 600+ locations across 60+ US cities, with thousands of photoshoots happening every week. Throughout its growth story, the Shoott team has relied on Ortto and Autopilot to deploy all their email and SMS campaigns.
Shoott works with local photographers who are vetted for technical skills, experience, and personalities to offer free outdoor photo sessions at local parks and hot spots throughout the year. Clients receive their digital gallery of 40+ lightly edited photos three to five business days after their session. Customers then choose the photos they want to buy - they only have to pay for the photos they love.
Upon receiving their gallery, customers are generally ready to purchase. But indecision and distractions can get in the way, leading to missed sales. Shoott needed to build automated campaigns that would recover this lost revenue.
Email marketingAutomate personalized messages with Ortto's email marketing software. Increase open rates with Ortto AI, track results with advanced analytics, and create beautiful branded emails with ease.
JourneysCreate customer journeys with Ortto's intuitive and visual journey builder. Automate repetitive tasks and get more time to strategize and optimize.
Custom activitiesWith all your data integrated into one customer data platform, you can build custom activities based on any combination of data. Layer payment plan, location, demographic, browser, and action-based data to target with precision.
Shoott was originally an Autopilot customer. After our new platform launched and we rebranded, they decided to migrate over to Ortto.
“Our integration was simple, we did it in two steps,” software developer, Dmitry Feoktistov, explains. “Then we decided to recreate our Journeys and Campaigns from scratch because we realized there was a lot of stuff that just wasn’t worth migrating. We really started leveraging the different customer journeys, and we’re going to use it more to segment customers for more customized journeys.”
Two new journeys, in particular, have helped the Shoott team solve the lost revenue challenge they were facing.
The first is a straightforward abandoned cart journey that has an incredible 83.5% average open rate and 15.1% click-through rate. “The abandoned cart is the journey that generates the most click-throughs because people are already involved and interested,” shared co-founder and COO, Jennifer Yeh.
“We use behavioral data to enter people when the first step in the checkout process is completed. If the booking is not completed after two hours, we send them a reminder email to checkout.”
“We have another journey where we try to recapture sales when people haven’t purchased any photos. We use time shapes and custom events to reach them at the right time with an email asking if they need any help or have feedback.”
The Expired Gallery journey specifically targets people whose gallery was created ten days ago without purchase. If the customer has not extended their gallery, they’re emailed right away. If they have extended, a time delay shape holds the email for another seven days.
This journey has an average open rate of 78.6% and a click rate of 46.8%, helping Shoott bring down their no-purchase rate by three percentage points and reduce their time-to-purchase lag by 50%.
When building campaigns in Ortto, Jennifer loves the intuitive user interface and helpful support team, saying, “It’s very clean. We’ve worked with some that are just outdated and it’s not fun! You also have a great support team. Everyone we’ve come into contact with at Ortto has been very nice and just very helpful.”
Dmitry agreed and added, “The documentation is clear, I like reading through it. Performance-wise it’s good too, you can set up a trigger and then deploy it, and the information comes rolling in within minutes. There’s no refreshing and waiting for it.”
Since migrating from Autopilot to Ortto and leveraging the new and improved journey builder to create new campaigns, Shoott has seen incredible results with consistently strong open and click rates that lead to more recovered carts and recaptured revenue.
Abandoned cart journey: A simple but effective abandoned cart journey has been set up to remind customers to complete the checkout process. It sees an average of 83.5% open rate and 15.1% click-through rate, putting Shoott top of mind at a crucial moment in the customer journey.
Recapturing lost sales: Their expired cart journey targets customers at the right time, offering help and asking for help. It sees an average of 78.6% open rate and 46.8% click-through rate, leading more customers to make a purchase.
Making the complex simple: Jennifer and Dmitry love that Ortto makes setting up triggers using customer data, building customer journeys, and designing emails and SMS easy thanks to an intuitive user interface, great customer support, and strong documentation.
As for the future, Shoott plans on continuing to build new journeys to solve challenges in the business and create more personalized experiences for their leads and customers.
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