July 3, 2008, 12:00 AM

Customer reviews in e-mail marketing lift conversion rates at Mountain Gear

Outdoor apparel and gear retailer Mountain Gear placed in e-mail messages a sampling of the customer-generated product reviews posted on its e-commerce web site. The result: higher click-throughs, higher conversions and higher tickets.

Katie Evans

Managing Editor, International Research

Outdoor apparel and gear retailer Mountain Gear placed in e-mail messages some of the customer-generated product reviews posted on its web site. The result: higher click-throughs, higher conversions and higher tickets.

Mountain Gear, a web and catalog retailer, worked with PowerReviews, a provider of a customer reviews technology platform, and included its customer review content in a recent e-mail marketing campaign. With the review content serving as a source of product recommendations, Mountain Gear realized 5-8% increases in its click-through rate, 14-17% increases in its conversion rates for purchases, and 81-85% increases in average order values

"PowerReviews allowed us to easily deliver customer-friendly, highly-informative product reviews," says Whitney Parsons, Internet Marketing Manager of Mountain Gear. "Not only was the integration and start-up process quick and easy, but the feature has caught on quickly and been very popular with our customers."

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