After segmenting customers, Avon doubles sales driven by e-mail
After analyzing its online customer activity, Avon Products Inc. segmented its e-mail marketing campaigns according to the shopping patterns of groups of customers. "It’s been one of our biggest revenue drivers," Pattiann McAdams, executive director of North American e-commerce, tells InternetRetailer.com. "Through segmentation of customers, we’ve doubled sales generated through e-mail marketing."
Avon sends out new e-mail marketing promotions as often as twice a week, but until two years ago it sent the same campaign to all of the customers who opted into its e-mail marketing campaigns. Now it sends about 10 different campaign versions, each targeting a group of customers who have shown an interest in one of Avon’s product categories, McAdams says.
Avon continues to learn how to improve its campaigns by analyzing customer responses with its in-house marketing and database mining tools, she adds. "We highly analyze every detail of every campaign and shift strategies depending on the results of previous campaigns," she says.
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