Dot Foods increases e-mail segmentation, sees improved response

Share this article:

Dot Foods, a food redistributor, previously used very little segmentation in its marketing e-mails. It received complaints from customers who said they received too many messages from the company, which was seeing limited success with its e-mail marketing program.

After hiring ExactTarget, the company began sending e-mails to subscribers based on job department and geographic location. The company is also sending triggered e-mail order confirmations, and working to streamline the ordering process and provide real-time order status updates.

Strategy: “The main thing that we did before was that if we sent out an e-mail, we sent to out to everyone. There wasn't any targeting, but we may have done some business segmenting within our own system,” said Bri Shaw, e-business project manager at Dot Foods. “It didn't matter if you were a buyer or worked with meat, you got everything.” ExactTarget helped the company segment its e-mails by business group and geography.

Results: Dot saw an increase in both open rates and pounds of food sold, both of which it attributed to improved segmentation. Open rates jumped from 17.1% to 25.5% for one e-mail campaign. For certain types of e-mails, the company previously saw click through rates of .87%, which increased to 2.36% after hiring ExactTarget. “Month over month for 2010, we saw an average 25% improvement in open rates for the mailings we track,” said Shaw.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions