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BizReport : Email Marketing : December 16, 2008

Retailer uses iPost targeting to increase email ROI

If you're looking for a way to increase the ROI of email campaigns, a study from women's apparel chain Intermix may be of interest. The company used iPost's Autotarget feature to better target consumers.

by Kristina Knight

Intermix began using the Autotarget platform midway through 2008; since the company has seen lowered opt out rates (84%), increase email marketing profitability (28%) and increased revenue (9%). At the same time, Intermix did not increase the amount of discounts and offers sent to consumers; in fact the company decreased discounts by 40%.

"Many retailers are trying to generate revenue and maintain their margins by blasting out massive discounts to as many customers as possible," said Craig Kerr, VP of Marketing for iPost. "This practice unnecessarily erodes margins and exposes companies to potential email deliverability nightmares. As less engaged customers receive more emails, they are opting out in greater numbers and company emails are landing in the spam folder, not the inbox."

Here is how Autotarget works: first consumers on an email list are segmented according to their level of engagement. How often consumers click-through, how often consumers purchase and the monetary values of purchases are all considered. Once the list is segmented marketers can send messages based on the metrics provided.

Tags: email marketing, email segmentation, email targeting, iPost

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