Dynamic Content Increases Lift for DiscountBeautyCenter.com
DiscountBeautyCenter.com increased its click through rate to 41% through targeted, relevant messaging
About Listrak
Listrak is an engagement messaging solutions provider offering marketers the platform and expertise necessary to engage their audience with email conversations. Listrak works with companies like Motorola, Navistar, Royal Bank of Scotland, Waterford Crystal, and Woflgang Puck to develop engaging email marketing solutions that increase ROI. Visit www.listrak.com to learn more.
About Dyamic Message Assembly
From a single template, dozens or even hundreds of different versions of a single email campaign can be generated - automatically. Simply create the interchangeable content and image blocks, match to profiling attributes, and deploy your message. Listrak's powerful engine inserts the correct images and content for each individual subscriber on the fly. It helps you achieve one-to-one messaging that is critical in today's environment.
Listrak helped DiscountBeautyCenter.com, an online supplier of brand name cosmetics, fragrances, and professional beauty supplies, implement dynamic content in its email campaigns to target messaging and products based on purchase history and preferences in an effort to increase opens, read rates and click through rates.
DiscountBeautyCenter.com offers more than 30,000 products across 339 different brands, in seven categories. Up to this point, DiscountBeautyCenter.com used simple profiling to segment its list of more than 42,500 customers.
Listrak used existing data to identify DiscountBeautyCenter.com's top four selling brands and the top selling products in each category. Using this insight, Listrak designed a layout that featured one template with a common header, category navigation buttons that mimicked the website, a large dynamic content container for the top four brands, and another dynamic content container for the top selling products.
There were 24 possible versions of the email based on the four brand containers being matched with six possible category containers. Customers would receive the email version based first on their brand preference, or the brand they bought most, and then on their product preference, or the products they purchased most. If a contact did not fit into one of the brands or categories, he or she received a default version.
Results
This campaign was DiscountBeautyCenter.com's greatest performing email campaign to date. It achieved significant lift from the dynamic content emails when brand preference was specified, including:
- 15% increase in opens.
Open rates rose from 13.2 percent for non-preferential segments to 15.5 percent when it had brand preference stated. - 27% lift in read rates.
Read rates rose from 9.1 percent for non-preferential segments to 12.4 percent when it had brand preference stated. - 41% increase in click through.
The click through rate increased from 3.4 percent to 5.8 percent when brand preference as well as category preference was dynamically inserted into the email.
Up to this point, DiscountBeautyCenter.com's average click through rate for all email campaigns was 3.68 percent. This preference-based, dynamic content campaign represents a significant increase in ROI, and did so without any additional discounting.
