October 21, 2002, 12:00 AM

The Bombay Co. improves performance of e-mail marketing

The Bombay Co., a multi-channel home furnishings retailer, said a new e-mail marketing program has resulted in 40% of messages opened and 16% clicked through to additional information on its web site.

Kurt Peters

Executive Editor

The Bombay Co., a multi-channel home furnishings retailer, said a new e-mail marketing program has resulted in 40% of messages opened and 16% clicked through to additional information on its web site. The program is based on version 3.0 of the Dynamic Messaging software from Silverpop Systems Inc.

“Our open rates and click-through rates have improved substantially, and based on our success to date we’ll continue to expand this program,” said Matt Corey, vice president of e-commerce for Bombay. Bombay intends to integrate its e-mail lists and tracking data with its web site, BombayCompany.com, later this year.

Bombay also plans to use Silverpop apend e-mail services to expand its list of customer e-mail addresses by 500%, according to Silverpop. Scott May, director of marketing for Silverpop, said the apend services would cost Bombay about 30 to 50 cents per new e-mail address.

The apend service finds e-mail addresses for a retailer’s existing customers who have provided the retailer with only their postal address. The service matches the postal addresses against other available lists that do contain e-mail addresses, and then sends an e-mail message to these customers asking if they’d like to receive promotional e-mail messages from the retailer. The customers are given two opportunities to opt out of receiving promotional messages, but the opt-out rate is typically one-half to one percent, May says.

 

This way the retailer will learn if a customer wants to receive promotional messages only through postal mail, only through e-mail or through both methods, May says.

 

 

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