Quill.com gets personal with its e-mail campaigns and sees revenues jump
Office supply direct marketer Quill.com has some 50,000 products online, but believed it could boost sales by narrowing that universe for customers. A new customized e-mail campaign from e-mail marketing provider Responsys Inc. used customer profiles and purchase history to cross-market relevant products to customers, increasing revenues by 10%, the company reports.
Quill worked with Responsys to integrate its online and offline marketing efforts, encompassing print advertising and telemarketing, as well as the new, personalized e-mail campaigns. Based on customer purchase histories and segmentation, Quill’s e-mail campaigns were customized with a range of personalized promotions. These included, for example, discount offers on a customer’s recently purchased items.
Personalizing cross marketing in its e-mail program increased the average order size by 10% and the average sales for each direct campaign by up to $900,000. “Responsys helped us reach our wide variety of customers with offers that responded specifically to their needs,” says Sarah Alter, vice president of Quill.com. “By integrating our online and offline programs and customizing direct efforts based on our customers` purchase histories, we were better able to serve them and provide relevant promotions.”
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