Skechers, the manufacturer and retailer of footwear, has significantly increased its return on e-mail marketing by improving how it targets segments of consumers, says Laura Christine, vice president of direct marketing and e-commerce.
Skechers increased the recipient-to-sales conversion rate from 3.4% to 6.8% for e-mails that targeted customers by segments, such as women, men or kids, or any combination of these groups, instead of targeting all groups at once, Christine said at the Internet Retailer 2008 Conference & Exhibition in Chicago last week.
Offers in loyalty club e-mails include free ground shipping throughout the U.S., a perk that has coincided with an opt-out rate of only 1%, Christine says.
In addition, Skechers has produced a 7.8% sales conversion rate among recipients of requested alerts regarding special sales and news about footwear trends, she added. Skechers, No. 362 in the Internet Retailer Top 500 Guide, processes the alerts with technology from MyBuys.
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