August 25, 2009, 12:00 AM

Abt sends out e-mails touting top-rated items and brings in added sales

An e-mail campaign featuring top-rated items in several product categories produces double the revenue of other campaigns for electronics retailer Abt.

Katie Evans

Managing Editor, International Research

Abt Electronics is finding that e-mail campaigns featuring top-rated products are among the best-performing campaigns. A recent e-mail that featured eight five-star-reviewed products across several categories doubled the average revenue of other campaigns, says Steve Tazic, e-commerce marketing manager.

The campaign also produced 40% more orders than other campaigns and a slightly increased click-through rate and average order value, he says.

The e-mail , sent in July with a header reading “Abt’s Top Rated Products,” featured photos of eight five-star -rated products ranging from a KitchenAid coffee maker to a Sony flat-panel television. Clicking on any of those links brought recipients to a special landing page containing 96 products rated either five or 4.5 stars by Abt customers, with a minimum of five reviews each.

Tazic says that while e-mails promoting top-rated products perform well for Abt, the retailer runs them only every few months because it has to accumulate customer reviews . Abt receives about 50 customer reviews a day. “We don’t want to keep just sending out the same campaign with the same products with the same reviews,” he says. Abt also must allow time for new products to gather enough reviews to merit inclusion, he says.

Abt Electronics Inc. is No. 143 in the Internet Retailer Top 500 Guide to Retail Web Sites.


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