March 23, 2006, 12:00 AM

Baseball Express drives up conversion rates with segmented e-mails

Using web analytics data on segmented groups of customers, Baseball Express is producing e-mail marketing campaigns with conversion rates more than double the rates of e-mail campaigns targeting general audiences, the retailer says.

 

Using web analytics data on segmented groups of customers, Baseball Express is producing e-mail marketing campaigns with conversion rates more than double the rates of e-mail campaigns targeting general audiences, the retailer says.

Baseball Express boosted online sales by more than 400% in the past year, it says. “We can attribute much of this increase to improved e-mail deliverability and behavioral targeting,” says Internet analyst Richard Calentine. “Working with Coremetrics and Responsys, we’ve replaced our mass e-mailing approach with highly relevant, targeted e-mailings based on visitor behavior.”

Baseball Express is using Coremetrics Segmentation Workbench, a web traffic analysis tool from Coremetrics Inc., integrated with the Responsys Interact e-mail marketing platform.

One segmented e-mail campaign last year-a “free offer” promotion that accounted for 1.6% of total e-mail sent from April 1 to Dec. 31-accounted for 6.5% of total revenue from e-mail campaigns during that same period, Baseball Express says.

Baseball Express does about 40% of its sales online at BaseballExpress.com, while most sales are through its catalog. It also operates one store in San Antonio, Texas, and has a sister site in Softball.com.

Baseball Express is a unit of Team Express Inc., which does a total of $50 million in sales, including about 40%, or $21 million, on the web.

 

 

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