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Nine West Group Inc., women’s shoe designer, manufacturer and retailer with 700 stores, says that personalized e-mail has become the top driver of traffic and conversion at its web site.
Nine West Group Inc., women’s shoe designer, manufacturer and retailer with 700 stores, says that personalized e-mail has become the top driver of traffic and conversion at its web site. Personalized e-mails generate click through responses of 20% to 30%. Nine West also experiences a 20% to 40% increases in sales within seven days following a consumer e-mail campaign, the company says.
Nine West has crafted a customized e-mail campaign with YesMail Inc., based on e-mail addresses that it collects from customers at stores’ points of sale. The majority of customers provide addresses or e-mail addresses. YesMail uses technology to customize messages based on such relevant customer information as shoe side and width as well profiles based on customer preferences.
The company’s database currently has 180,000 opt-in e-mail addresses, a 40% increase since it started its e-mail campaign. With YesMail, Nine West developed customized messages for its shoppers in the form of monthly e-mail newsletters, Ed Henrich, vice president of client services at YesMail, tells InternetRetailer.com. Messages rely on key elements to determine the type of personalization, such as customer name, store location where the most recent purchase was made, regional offers and events, reminder of loyalty benefits and various other offers and promotions.