Targeted e-newsletters generate higher revenue for BareNecessities.com

BareNecessities.com generates revenue two to three times higher from targeted e-newsletters than from general newsletters, says David Wauters, director of online marketing.

Bare Necessities, which sells women’s and men’s intimate apparel, sends out weekly e-mail newsletters to specific customer segments through e-mail services provider Responsys, featuring deals and product arrivals on favorite brands, specific product recommendations, and other targeted content.

The retailer-No. 250 in the Internet Retailer Top 500 Guide-began using segmented mailing lists about 1-1/2 years ago.

“Before segmentation, we would send out one general newsletter to the list,” Wauters says, adding that men on the list probably weren’t happy with content on topics such as shopping for bras. “So, we got a little smarter.”

As newsletters are more targeted, metrics such as conversions, click-throughs and revenue rise significantly, he says, adding “I’m still amazed how many retailers don’t segment their lists.”