Sundance Catalog Company increases their customer response
Leading retailer, Sundance Catalog Company , analyzed email offers to engage new
subscribers through a
customer-centric email marketing campaign. It resulted in a significant customer
response increase which led to higher transaction and clickthrough rates.
Sundance Catalog Company
Sundance Catalog Company is a multichannel merchant specializing in a diverse
assortment of clothing, jewelry, accessories and home décor. By tapping into
Experian Marketing Services email marketing technology and expertise to promote its
catalogs and Website (www.sundancecatalog.com),
Sundance engages its subscribers through customer-centric email marketing campaigns.
As part of an ongoing initiative to keep Sundance’s emails as engaging as possible,
the Experian marketing Services team conducted thorough testing on Sundance’s
campaigns. The results of the test led an increase in average order value, revenue
per email, transaction rates and click-throughs, indicating that new subscribers were
engaged with the brand from the very beginning.
”Experian Marketing Services takes a partner
approach to email marketing by adapting to our unique needs. Our account team always
ensures we are up to date on best practices and are utilizing industry learnings to
maintain a competitive edge in the marketplace.”
- Jessica McCleary Internet Merchant Sundance Catalog Company
Increase average order value, transaction rates and click-throughs
Increase Website visits and subscriber interaction
To boost the performance of its existing welcome emails, Sundance worked with its
dedicated account team at Experian Marketing Services to test whether adding an incentive
to welcome messages would garner better results. These tests were implemented across
two different types of welcome messages:
To improve both inbox deliverability and email engagement metrics, AllPosters.com
followed the recommendations of Experian Marketing Services’ Deliverability
Real-time welcome emails: Sent to subscribers who signed up via
the email registration form on Sundance’s homepage received a real-time welcome
Daily welcome emails: Sent to subscribers who signed up for email
via the checkout process received a welcome email the following day.
It is important to note that the same creative design template was used for both
versions, ensuring that customer responses were not swayed by a creative treatment
that may have been more enticing than another. For one week, the Experian Marketing
Services team executed a fifty-fifty split test for both types of welcome messages,
sending half of the subscribers an offer-based email (test) and the other half an
email with no offer included (control). Response activity was tracked in real time
by utilizing the intuitive reporting tools within the email application, and results
were analyzed at the conclusion of the week.
Through a detailed analysis of Sundance’s welcome emails before and after
testing, Experian Marketing Services determined that by including an offer, the company
could significantly increase the average order value, the click-through rate and the
revenue per email garnered by the campaign. Also, it became even clearer that subscribers
who sign up via the checkout process tend to be more engaged than those who sign up
via registration on Sundance’s homepage.
Daily welcome email
Transaction rate 11x
Revenue per email 19x
Real-time welcome email
Clickthrough rate 2x
Revenue per email 2x
Equipped with a high-performing welcome campaign supported by reporting data, Sundance
aims to continually work with Experian Marketing Services to revamp other aspects
of its email marketing strategy based on testing and campaign metrics, including the
rollout of a new buyer welcome series.