95% of the orders at Hallmark Business Connections are processed online, CEO Tressa Angell says.
Lenox links customer and product databases to Scene7 dynamic imaging technology to generate images of personalized gifts on the fly. The personalized e-mails are deployed without a hitch by Lenox’s usual third party vendor.
The online retail arm of tableware and gift manufacturer and marketer Lenox Inc. saw a 32% increase in response rate and a 41% lift in sales in a holiday e-mail campaign that used personalized gift visuals generated with Scene7 imaging technology, according to the company.
The e-mail campaign featured the image of a Christmas ornament. By linking Scene7’s dynamic imaging technology with targeted customer profiles and product databases at Lenox, the campaign delivered e-mails that displayed each e-mail recipient’s first name on the ornament, depicting exactly how it would look if ordered by the recipient with the personalized inscription. The personalized images were generated on the fly.
“Scene7 delivered a single URL command for the personalization that was imbedded into the test version of our HTML e-mail,” says Timothy Foy, assistant marketing manager at Lenox Inc. “Then we deployed the e-mail as we had always done through our e-mail vendor.” According to Lenox, the personalized e-mails registered the lift in response rate and sales for the campaign over a control e-mail it sent out simultaneously that used the same creative, but didn’t show the personalized image.
The personalized images “allowed us to market our personalized products in a unique and compelling way, which helped us increase the relevance and impact of our e-mail messaging,” says Foy.