Customer centric approach from Eastern Mountain Sports
Eastern Mountain Sports increases clickthroughs rates and revenue
Outdoor specialty retailer, Eastern Mountain Sports, Inc., takes a customer-centric
approach to email
marketing with the collection of customer data online. The campaign resulted in
higher clickthroughts and open rates. It also increased revenue from the preference
Eastern Mountain Sports, Inc., is one of the nation’s leading outdoor specialty
retailers, selling a wide range of outdoor gear and apparel in stores and on its website.
To add relevance and value to their online customer communications, Eastern Mountain
Sports worked with Experian Marketing Services to carefully design an innovative online
preference center. Their new preference center consisted of user-friendly form fields
and check boxes that accurately captured significant information from new and existing
subscribers. Eastern Mountain Sports was able to incorporate this data into subsequent
mailings, resulting in higher clickthroughs and open rates and an increase in revenue
attributable to the program itself.
"The preference center we have developed with Experian Marketing Services
has helped us gather this information with speed, ease and precision."
- Donna Edgar Senior Marketing Manager Eastern Mountain
Effectively incorporate preference center into email program
To meet the needs of their increasingly savvy customer base, EMS turned to their
dedicated account team at Experian Marketing Services for strategic guidance in revamping
the Eastern Mountain Sports email program with a brand new preference center and an
improved registration process.
Eastern Mountain Sports and Experian Marketing Services first re-branded the creative
on EMS’ existing registration form to better match the look and feel of their
eCommerce website. They then added additional fields for collecting the consumer’s
shopping channel preferences, sport interests, gift shopping needs and most-frequented
store location, enhancing the form into a powerful and enticing hub for consumer data
To make the user experience as easy as possible, the preference center auto-populates
the contact information
fields for existing subscribers. This gives them the option to edit their details
if necessary, but frees up data entry time for the majority of customers whose name,
email address and zip code have remained unchanged. Further building upon Experian
Marketing Services best practice recommendations, Eastern Mountain Sports added an
image of a newsletter into the form for new subscribers to preview, providing clear
expectations and allowing them to opt-in confidently.
To collect data from existing subscribers, Eastern Mountain Sports sent out an
email promoting and linking to the web-based preference center. The email explicitly
stated the benefits of filling out the form and provided added incentive by giving
participants a chance to win a brand new Eastern Mountain Sports Jive Pack –
a multi-purpose backpack with a retail value of $79.00.
New subscribers automatically receive a triggered welcome
message sent in real-time from Experian Marketing Services. As shown, the re-designed
email thanks the customer for signing up and presents them with a free shipping promotion,
building loyalty while boosting sales and brand awareness.
By building an effective preference center strategy and keeping the customer top
of mind, Eastern Mountain Sports was able to engage its subscriber base with response-driven
emails. The resulting campaigns rendered higher clickthroughs and open rates than
previous campaigns (see chart, below). Within the first 30 days of deployment, EMS
also experienced an increase in revenue directly attributable to the preference center