eBags e-mail campaign drives up catalog sales
When eBags Inc. rolled out its first catalog last month to supplement sales at eBags.com, it found that catalogs sent out with a complementary e-mail message resulted in a much higher percentage of purchases than catalogs sent out without e-mail, Peter Cobb, co-founder and vice president of marketing, tells InternetRetailer.com.
In launching the catalog, eBags divided its customer base into segments based on shopping behavior, then further divided each segment into three marketing targets. One targeted audience received only the catalog, one group received both the catalog and a complementary e-mail message, and a third control group received only a general e-mail message promoting shopping on eBags.com. “The e-mail-plus-catalog strategy does very well,” Cobb says.
He adds that the e-mail messages sent out along with the catalogs included an image of the catalog. Although in many cases images hamper e-mail campaigns because of slower transmissions into recipients’ inboxes, in this case eBags was able to find the right mix of image and text to provide for an effective e-mail distribution, Cobb says.
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