INDUSTRY
Showcase for a supplier of BOATING GEAR:
The Situation:
This is a leading supplier of boating gear
and services. Through their retail stores, catalog, and web site, they
offer a wide selection of products and services designed to make boating
more fun.
MASTERMINDING Objectives
Generate online holiday sales through email marketing.
Find an easy, cost effective way to distribute their catalog while
providing a convenient online shopping experience for customers.
Convert catalog only shoppers to online buyers.
Test usage, acceptance and sales from a holiday email campaign
containing an electronic catalog.
The company delivered a personalized,
self-contained electronic holiday catalog in their 2001 holiday email
campaign. The eCatalog included in the HTML email downloaded in just 5
seconds despite the fact that it was was 122MB and 64 pages long.
Recipients could browse, search and buy directly from the eCatalog in
their email with speed, ease and convenience. After an initial test, they
rolled out the email campaign to more than 250,000 customers and
prospects.
MASTERMINDING Results
16% Conversion Rate on eCatalogs Opened
After two weeks, the results of the first full campaign showed that
5,600 or 1.5% of the eCatalogs had been opened and 900 or 16% of the
eCatalog users had clicked through to purchase.
36% Lift in Conversion The email campaign with the eCatalog had
a 36% lift in conversion compared to the previous email campaign. In
addition, the eCatalog boosted the overall click-through rate to 20%.
6.25 Actions per Ecatalog - The results also showed that eCatalog
users demonstrated strong interest, interaction and purchase intention.
Users completed 1,850 product searches and viewed 32,000 pages of the
eCatalog. On average, users took 6.25 actions per eCatalog opened. 2
Week+ Shelf Life - Results continued to be seen two weeks after the
emails were sent indicating a long shelf life for the eCatalog.
Cost Effective Channel Shift - The hold message for the telephone
call center now provides instructions on how to download the eCatalog from
the company web site. As a result, the company has seen a large decrease
in the number of print catalog requests by phone, which has helped to
shift more of their business online and ultimately reduce costs.
Sales Increase from Ecatalog on Site - They also found that the
eCatalog has enabled their customers to shop online in a more traditional
manner. As a result, it has enjoyed significant sales increases in their
gift category sales compared to last year.
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