July 21, 2009, 12:00 AM

Fabric.com sews up sales with personalized e-mail campaigns

Fabric.com has increased conversions from e-mails by 43% as well as doubled e-mail open and click-through rates by using a more personalized e-mail marketing program, according to the company.

Since initiating a segmented e-mail program, Fabric.com has boosted e-mail conversions by 43% and doubled open rates when compared to results when sending e-mails to its entire distribution list.

The company uses Silverpop’s Engage platform to sort its e-mail list by customers who have previously made purchases and prospects, who are visitors to the site who have never made a purchase. E-mails are sent to customers within certain time periods after purchases and also when purchases hit specific dollar amounts. They offer incentives to come back to the e-commerce site. The prospects group receives an e-mail with messages encouraging visitors to try the online store’s merchandise.

“We wanted to be able to create constant touch points with our customers and prospects throughout the purchasing lifecycle,” says Melanie Coombs, e-mail marketing manager at Fabric.com.

Fabric.com has also experienced success with customized e-mails on customers’ birthdays and anniversaries of purchases. For example, e-mail messages will note when it’s been two, three or four years since the customer made her first purchase at the online fabric store.

“It’s improved the relationship with our customers and shown that we really do care about them,” says Coombs. Coombs says e-mail marketing brings in the most sales of all the company’s marketing channels but its total cost is less than 3% of the revenue it generates.

The company, which began using the Silverpop Engage program last year, is considering further segmentation, such as grouping customers who are interested in drapes or pillows, says Coombs.

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