The Results
The success of VinterActive’s email campaigns is astounding. Listrak offers powerful tracking tools, so VinterActive is able to track results down to the user level to find out exactly which recipients turn into repeat customers. VinterActive’s campaigns consistently achieve open rates of nearly 30 percent, with it being as high as 60 percent at times.
However, the real results are seen when comparing the preference-based email campaigns with the general “email blast” campaigns that go out much larger lists. St. Amant says “We continue to see excellent results with click through rates averaging 15 to 25 percent, and it has even been as high as 40 percent for some email campaigns. Targeted email campaigns continue to have a response rate that is 250 percent higher than broader email sends. Personalized, preference-based emails using Listrak’s advanced dynamic content and precise list selection tools are also at the heart of the increase we’ve seen in sales conversions.”
VinterActive has noticed an increase in close rates by coupling preference based emails with its specialized Ecommerce system. In the past, less than 10 percent of customers that added items to the shopping cart completed the sale. Today, that number is above 25 percent thanks to the targeted messaging support by Listrak.
Next Steps
VinterActive is currently working with Listrak to complete the final stage of the privately labeled PreferencePro. It plans to start using the new Media Library feature immediately as it allows users to store images and graphics online and then easily place the image URL into email campaigns. This feature will help VinterActive easily and quickly create new email templates for its customers.
VinterActive is a perfect example of how email marketing and Ecommerce can be used creatively to produce positive results. In an industry that is used to waiting ages to achieve perfection in its product, it’s refreshing to know that its sales can move at the speed of the Internet.
