Eastern Mountain Sports improves preference center and welcome emails, boosting results
Outdoor specialty retailer takes a customer-centric approach to email marketing with
the collection of customer data online
Eastern Mountain Sports, Inc. (EMS), 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,
EMS worked with Experian CheetahMail 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.
EMS 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
The preference center we have developed with Experian
CheetahMail 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
Collect a wealth of accurate customer information for new and existing customers
Use this data to encourage more opens, clickthroughs and revenue growth
Build customer loyalty by giving customers more control
To meet the needs of their increasingly savvy customer base, EMS turned to their
dedicated account team at Experian CheetahMail for strategic guidance in revamping
the EMS email program with a brand new preference center and an improved registration
EMS and Experian CheetahMail 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 entry.
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 CheetahMail’s best practice recommendations, EMS 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, EMS 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 EMS Jive Pack – a multi-purpose backpack with a retail value
New subscribers automatically receive a triggered welcome message sent in real-time
from Experian CheetahMail. 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, EMS 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 launch.