Improving the Results
While the results were good, Listrak expected them to be better. So the teams gathered again to look more closely into the campaign send and the response rates.
The first thing that Listrak noticed was that only 13,000 of DiscountBeautyCenter.com’s customers fit into one of the targeted brands, which meant that nearly 30,000 customers received the default, untargeted version of the email. Listrak should have chosen more brands to segment as the top four only represented one-third of DiscountBeautyCenter.com’s customers. Being able to target “long tail” preference appears to be the pathway to improved response. Going forward, Listrak will code each recipient email address on file with brand preference and category to be used in the subject line.
Listrak also found that the $5 off coupon was not used in 27 percent of the sales. This stresses the importance of following email design best practices even in targeted and segmented messages. Listrak presented the brand preference at the top of the email and the product preference in the middle. However, the offer was at the bottom of the page below the fold, which means that many customers did not see it. The power of segmentation and the power of the offer should not be isolated. Both features need to be used together to create an email that is irresistible to your customers.
Overall, Listrak and DiscountBeautyCenter.com were happy with the exercise they went through in order to gain the firsthand knowledge and experience of generating a dynamic content email campaign. Both companies learned valuable lessons that they will carry forward to ensure that future campaigns capture an even bigger audience with more relevant messages.
About DiscountBeautyCenter.com
With over 25 years experience in the Beauty Business, we at DiscountBeautyCenter.com take pride in offering you the Nation’s largest selection of brand name Cosmetics, Fragrances, and Professional Beauty Supplies at everyday savings of up to 70% and more.
Our philosophy is simple; Offer the finest quality Cosmetic, Fragrance, and Professional Beauty Products at significant savings and we'll have a friend for life. All of the products that we sell are factory fresh and are purchased by us directly from the manufacturers or their authorized distributors. We do not sell used, seconds, distressed, or non-original products. Your personal information is never sold or shared with any other company or online site. Your total satisfaction is our goal.
We are proud to offer for sale over 30,000 different items. If for some reason you cannot find what you are looking for, let us know and we will try to get it for you. Visit www.DiscountBeautyCenter.com to learn more.
About Listrak
Listrak is a leading provider of hosted email marketing software, allowing permission-based marketers to manage, send, track and grow their email marketing investment. We deliver email marketing intelligence through our intuitive web-based application. Leading marketers have come to rely on this intelligence to better manage email in their multi-channel marketing mix.
Listrak software helps companies, agencies and associations better manage customer relations in their marketing campaigns. Its web-enabled interface helps marketers engage their customers using an advanced profiling and personalization engine. Listrak’s world-class support and professional services assist clients with enterprise integration. Its clients include L’Oreal, Motorola, Jeep, PR Newswire, The Islands of the Bahamas, and the Pennsylvania Department of Health.
To learn more about the many ways Listrak can strengthen your email marketing campaigns, or to sign up for a 20-minute web-based tour, visit www.listrak.com.
