Jun
13
2011

Pretty pictures engage email subscribers

Boston Proper Semi annual sale emailBoston Proper, a leading cataloger and specialty retailer of stylish, contemporary women’s sportswear, aims to grow online sales and extend customer loyalty while driving traffic to its e-commerce site, www.bostonproper.com. Since Boston Proper has a highly loyal customer base, avoiding the overuse of promotional discounts and, instead, relying on strong visual merchandising and imagery to drive conversions was key.

By working with Experian CheetahMail (read the full case study here), Boston Proper was able to send brand conscious and highly relevant emails to build a remarkably loyal and profitable customer base. Some of the key creative tips used by the brand, that other companies may want to consider implementing into their own program include:

Visual cohesion with your website: Boston Proper designed visually stimulating HTML email templates based on strategic or best practice recommendations from Experian Cheetahmail. The designs mirrored the imagery on www.bostonproper.com as well as in the Boston Proper catalog, creating a visual cohesiveness amongst channels and giving customers a familiar and engaging design to interact with.

Let reporting drive design: Once creative was complete, Boston Proper began mailing to their subscriber list two times a week, simultaneously collecting data on each customer’s response rate and activity. After a few weeks of reporting they were able to determine which mailing frequencies, offers and message content garnered the greatest response from each customer type.

Target imagery by segment: To leverage these findings, Boston Proper used the segmentation tools in the CheetahMail application to send the most appropriate messages, at the most optimal frequencies, to each group accordingly. For example, the entire file receives two general catalog announcements per month, and a second email per week promoting a top selling product classification. Customers who interacted with the emails in the last 90 days receive a third email that is more category, trend or product specific.

Boston Proper’s email messages have outperformed those of their industry peers in nearly all areas, with significantly higher clickthru rates and revenue per email. Furthermore, unsubscribe rates have fallen below .15%, proving that customers are highly receptive to the messages Boston Proper sends.


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