VistaPrint, an online supplier of graphic design services and customized printed products, has boosted click-through rates, revenue and average order size through segmentation and one-to-one targeting in e-mail campaigns, the company says.
Overall e-mail revenue increased by 20% on a recent e-mail campaign that not only provided information, but also focused on customer repurchase, says Trynka Shineman, senior vice president of North American marketing. In another campaign, VistaPrint increased revenue by targeting products offered by segment.
“Most of the improvement was due to an increase in average order value where we were able to offer higher-priced products to customers most likely to purchase those products,” she tells InternetRetailer.com.
Segmentation combined with one-to-one targeting enables VistaPrint to make sure customers are receiving offers relevant to them, Shineman says.
“One example is a recent campaign promoting mailing services that was sent only to customers who had purchased marketing products in the past, or who looked like those customers as determined by analytic modeling,” she says.
Because VistaPrint provides custom-printed products, e-mail content can be highly customized. “If a customer has ordered a business card, we can show them their business card in an e-mail with a re-order call-to-action, and even products that match the design of the business card that are automatically generated through proprietary technology,” Shineman says.
In one campaign, showing a customer a previously ordered business card in an e-mail increased the click-through rate by 40%. “When we improved the process by then landing those customers on a page that allowed them to edit and then order the same business card in just a few clicks, it improved the campaign conversion rate by 15%,” she says.
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