March 24, 2010, 12:00 AM

Tying e-mail messages to customer data boosts conversions at James Perse

After identifying high-value customers who shop its e-commerce site, fashion apparel brand James Perse has produced double-digit conversion rates when it reaches out to these customers with e-mails triggered by particular shopping behavior, Perse says.

After identifying high-value customers who shop its e-commerce site, fashion apparel brand James Perse has produced double-digit conversion rates when it reaches out to these customers with e-mails triggered by particular shopping behavior, Elton Graham, director of e-commerce at James Perse Enterprises Inc., says.

The brand manufacturer sets up automated e-mail messages that, for example, might suggest complementary products following a customer’s purchase or offer free shipping to a consumer who has abandoned a shopping cart. “We have seen conversion rates of 30%,” Graham says.

The company develops the e-mail campaigns with information produced in the customer relationship management and personalization systems built into its licensed e-commerce platform from Art Technology Group Inc. The customer data supporting the e-mail campaigns includes information such as how much individual customers have spent on JamesPerse.com within a set time period and how long it has been since their last purchase.

“If a customer has spent $1,000 a year with us, but her last order was six months ago, or if a customer has only bought pants from us, we may send an e-mail letting them know of new pants we have available and that, as a complimentary service, we’ll overnight them for free,” Graham says.

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