SkinCareRx Overcomes Deliverability Issues and Keeps Customers Engaged
Increase deliverability and keep customers engaged, while continuing to grow sales.
- 2011 to 2012: Year- over- year holiday sales grew by 12% for the month of November
- Modal Popup Welcome Series yielded an average conversion rate of 7% based on three emails
- Shopping Cart Abandonment Campaign converted at an average rate of 18% over five months
SkinCareRx was founded in 1999 to make dermatologist, clinical, and spa-grade skin care more
accessible, while providing quality customer service and speedy delivery. With the experience and knowledge of a world-renowned
dermatologist and cosmetic laser surgeon, along with a team of licensed master estheticians, IT professionals, and marketing specialists, the company
brings together an informative, easy-to-navigate site for consumers looking to find the right products for his or her concerns and skin type.
Over the years, SkinCareRx has grown tremendously and has been ranked in the Inc. 500 Fastest
Growing Companies in America and the Internet Retailer 500. It has launched two other websites within the beauty
industry and built a brick-and-mortar store in Downtown Salt Lake City. Currently, the company operates a 48,000
square foot warehouse with over 80,000 products from 600 brands and plans to create its own brand of skin care products.
Mike Nelson, online marketing director with IntelaDerm LLC, which owns and operates SkinCareRx.com, Apothica.com and SkinBotanica.com, recently spoke with us about his relationship with Listrak.
Our campaigns weren't converting at a level that was satisfactory for our business. When we began working with Listrak, they
immediately helped us to dive into this issue, and quickly discovered that we had significant deliverability issues.
Previously, we had what we thought was a comprehensive list of subscribers. When Listrak scrubbed the list, however,
they found that nearly 30% of the addresses on our list were not valid. In addition to cleaning up our list, Listrak worked with
us to become Return Path Certified, which also really helped to improve our deliverability.
As soon as we began using the scrubbed list, we saw not only an increase in deliverability, but an increase in sales, as well.
It was right before our 2012 holiday season got under way, and email revenue grew over 12% for the month of November compared to
November 2011. All of this was accomplished by sending more targeted emails to a smaller number of more qualified subscribers.
Once we were up and running with Listrak, they recommended that we implement a Modal Pop-up as well as a Welcome Series Campaign to engage our customers.
The Modal Popup appeared on our homepage and immediately began to help us grow our list of subscribers. The Welcome Series consisted of three emails
which had an average conversion rate of 7%.
In addition, over the holidays, we launched campaigns such as "12 Days of Giveaways" to help us stay in front of our customers. With all of these
campaigns in place, we have been pleased with our overall sales and the level of engagement from our customers.
Yes, our first Shopping Cart Abandonment Campaign began in July and ran through December 2012 for a total of five months. We sent a series of three messages
to customers once a cart had been abandoned, and the average open rate was 33% and the average conversion rate was 18%.
Because of the success of this campaign and the significant increase in sales that we saw, we decided to implement a second SCA campaign beginning
in December 2012. We are noticing the Average Order Value (AOV) is slightly higher in
this second campaign, which can most likely be attributed to the fact that we incorporated "recommended products." So far, the average open
rate is 30% and the average conversion rate is 20%. We have been very pleased with the performance of this campaign and are looking forward
to seeing how results compare to our earlier SCA campaign.
From the start, we have been very impressed with Listrak's professionalism and honesty. Listrak provides on-going
account management to ensure that our campaigns are as effective as possible, - a service that is refreshing and
unusual to find in this industry. Having Listrak's strategic guidance has really helped SkinCareRx to trigger the
right emails with the right messages at the right time, while making sure we don’t over- send to our customers.
Listrak really acts more like an extension of our business than just an eCommerce email marketing provider.
For more information on SkinCareRx, please visit www.skincarerx.com.
Listrak provides Internet retailers with full-service email marketing solutions to drive eCommerce revenue and increase customer lifetime value.
Listrak's ROI driven solutions incorporate order history, customer behavior and email engagement to implement intentional email marketing
campaigns for clients like Waterford, Deb Shops, Ten Thousand Villages, Swell, Kelly Wearstler, and La-Z-Boy.
Learn more at www.listrak.com.