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 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 welcome email 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.
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 team:
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
Real-time welcome email
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.