For the sixth episode of my ‘data-driven campaign’ series, today I’m going to tell you how marketers can use the purchase date to increase the effectiveness of their email marketing campaigns.
The date a product is purchased can be highly valuable when it comes to e-marketing. Knowing when and how frequently your customers make a purchase, if they only purchase during specific times of the year or if they stopped shopping on your website two months ago are data that should be considered carefully when planning future campaigns.
Based on purchase data, marketers can develop powerful marketing campaigns and target specific groups of customers with highly effective content. For example, Feelunique.com, “the Destination for Beauty and Cosmetics”, created a new segment in their database using the date of their customers’ last purchase and then set up a re-activation campaign for customers who had not made a purchase in the past 90 days. As you can see below, they also incentived those customers with a 10% off coupon.
As a result, Feelunique.com has seen an open rate of 20%, a click-through rate of 5% and a conversion rate of 1%. These can be considered as good results for a re-activation campaign targeted to people who had not made a purchase in the past 3 months!
Sometimes, it doesn’t take much. Just let your customers know that you’re still there for them and they might come back to your store more quickly than you think!
03 Jun 2013