Next Sell Customer Retention Effort Wins Repeat Business for SmartBargains

Share this content:

This year's eTail award for best e-mail marketing went to SmartBargains.com for exhibiting the most innovative use of e-mail marketing in its Next Sell Customer Retention campaign.

The online discount retailer worked with e-mail services provider E-Dialog,  Boston, to create a campaign that is directed at first time buyers.

"The initiative was to go in and send something much more targeted," said Dan Schutzman, vice president of direct marketing for SmartBargains.com, Boston . "The e-mail has less items than our normal weekly e-mail, but it has had a better response rate because the items are personalized to the shopper."

The Next Sell Customer Retention program is an automated series of messages sent to recent buyers. The first is triggered about 10 days after a purchase. The program delivers relevant and complementary product recommendations based on the customer's latest purchase and near real-time inventory monitoring.

The program has seen a 50 percent increase in revenue-per-recipient and a high rate of future purchases.

SmartBargains was able to send such targeted messages by harnessing the E-Dialog analytics and reporting system that measures who is shopping and how they are doing it. This was followed with the platform's time triggered e-mail ability.

"Not only is sending relevant information important, but sending it in a timely manner after purchase is key," Mr. Schutzman said.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above