Dynamic Content in Action: DiscountBeautyCenter.com Case Study
By Megan Ouellet, Director of Marketing for Listrak
November 8, 2007
In response to several customer inquiries regarding practical uses for dynamic content, Listrak’s marketing and professional services departments teamed up to help DiscountBeautyCenter.com, an online supplier of brand name cosmetics, fragrances, and professional beauty supplies, set up and test the viability of using dynamic content to generate their email campaigns. Specifically, DiscountBeautyCenter.com and Listrak wanted to determine the differences in:
- The time it takes to create dynamic content emails verses regular batch and blast HTML emails
- The overall click through rates generated by both types of campaigns
- The number and amount of sales produced by both types of campaigns
- The ROI each type of campaign received
Listrak selected DiscountBeautyCenter.com for the study because it offers over 30,000 products across 339 different brands. The products are categorized into seven categories – hair products, cosmetics, appliances, skin care, nail care, fragrances, and bath products. DiscountBeautyCenter.com has used Listrak to send out email newsletters and promotional material since 2001 and it has always achieved good results from each email send. However, even though it has a lot of valuable customer data, DiscountBeautyCenter.com was not segmenting its list or building targeted email messages. This made it a prime candidate for Listrak’s dynamic content case study.
At first, DiscountBeautyCenter.com was not convinced that dynamic content would increase response, but Listrak felt that relevant messages targeted to specific customers would sell more products and, therefore, increase the overall ROI of the email campaigns.
DiscountBeautyCenter.com agreed, and Listrak began the project.
