Golfballs.com uses analytics to raise e-mail open and click-through rates
Golfballs.com is using proprietary analytics software and databases to increase click-through and open rates of its e-mail promotions. The retailer is developing a system that collects information on a customer’s order history, buy cycle, and products ordered.
“We’re trying to move to more of an automated system, where the e-mails that go out will be based upon dynamic elements—what they bought, when they bought it, items in the same category,” says Steven Broussard, director of marketing. “If you order from me once a month, I’m not going to bombard you with e-mail two or three times a week. I’m only going to touch you once a month.”
Golfballs.com, No. 459 in the Internet Retailer Top 500 Guide to Retail Web Sites, already has tested micro-targeting, sending e-mails based on the brands a customer buys, Broussard says. “If you purchased a Titleist product, you’d get a Titleist-centric e-mail with no other vendors in it but Titleist,” he says. “That has done very well for us.”
Although the average ticket on orders generated by the micro-targeted e-mails is about the same as general e-mails—$60 to $80—opens and click throughs are higher, Broussard says. The micro-targeted e-mails have produced open rates of up to 17%, compared with a 15.5% open rate for regular e-mails, he says.
Opt-outs per mailing also were lower for micro-targeted mailings—an average of 85, versus 150 to 200 for general mailings, he says.
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