Case Study: Babadu achieves 60% revenue increase and higher conversions with Emarsys

The Power of Personalization Increased Revenue for Russian E-Tailer

Babadu is a St. Petersburg–based e‑tailer for children and families that grew rapidly to more than 800,000 contacts but relied on basic, manual email campaigns that produced impersonal targeting and inconsistent discounting. As the business scaled (sending millions of messages monthly) the marketing team needed faster, more personalized email strategies to improve retention and avoid blanket discounts that hurt margins.

By deploying Emarsys, Babadu automated campaigns, used Smart Insight to build precise segments, and applied Incentive Recommendations to tailor discounts to individual customers. The changes freed marketers from manual tasks and drove measurable gains: triggered campaign revenue rose 60%, conversion rates increased 7%, and incentive-driven conversions improved by 3%, all while improving efficiency at scale.

Babadu

Irina Gorbunova

Marketing Manager