March 28, 2012, 11:35 AM

An outerwear retailer figures out how to beat the warm weather increased e-mail click-through rates with personalized messages.

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While its sales are growing at a slower pace this year because of the unusually warm weather, outerwear retailer has still found a way to win over more consumers via e-mail marketing, director of e-commerce Darren Baldwin says., which also operates two bricks-and-mortar stores in Missouri but does most of its sales online, has helped to perk up web sales this year with a new Segment Builder personalization tool from iGoDigital, a provider of online marketing technology and services. is No. 544 in the Internet Retailer Second 500 Guide.

Although not officially released until today, the Segment Builder tool, which is hosted on the Internet by iGoDigital, has been tested since last fall by and other retailers. In one application of the tool, Dungarees has used it to automatically send e-mails through Bronto Software to visitors who abandoned a shopping cart on The e-mails would include a promotion for one or more items that had been in the customer’s cart, in some cases also recommending related products suggested by the iGoDigital recommendation engine.

“We’ve been pretty successful with that,” Baldwin says. “The open rate of those e-mails has been about three times that of our regular marketing e-mail.”

Dungarees, which specializes in selling items like denim jackets and jeans from Carhartt and other suppliers, has also used Segment Builder to tailor marketing e-mail messages to site visitors who had expressed interest in certain products, such as by simply clicking on images of Carhartt jackets, but who hadn’t carted any items. By sending such customers e-mails with promotions for the products they had viewed, Dungarees has boosted e-mail open rates by 2.5 times its average open rate and doubled the average click-through rate, Baldwin says.

The result is a noticeable increase in conversions and sales from the large base of opened e-mails, Baldwin says.

The Segment Build tool is also designed to pull information from external sources, such as data from Facebook on customers’ expressions of interest in certain kinds of products as well as their geographic locations. has yet to use that feature, though Baldwin says he’s looking forward to it. “We’re hoping to do some more location-based e-mails based on whether people live in warm or cold areas,” he says.

Marketing technology will be addressed at the Internet Retailer Conference &
in June by Ames Flynn, vice president, digital strategy, Michaels Stores Inc., in a session titled “Marketing technologies: The engines behind the promotions.” IRCE $200 early-bird discount expires March31.







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