Bluefly uses E-Dialog E-Mail to Sell Shoes

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Online fashion site Bluefly Inc. turned to e-Dialog for its e-mail marketing effort that includes targeting subscribers to watch television spots during "Project Runway" on Bravo.

The New York-based retailer wanted to send targeted e-mails offering promotions and news with offers to its 1million subscribers, approximately 40 percent of whom are buyers.

"We wanted to convert more subscribers into buyers," said Bradford Matson, chief marketing officer at Bluefly, New York. " We increased the number of e-mails and productivity went up because we started targeting more."

Bluefly sells women and men's luxury clothing and accessories like True Religion jeans, Prada handbags and Gucci shoes. The prices are discounted and range from a $796 pair of Christian Dior boots (marked down from $995) to a $30 Rebecca Beeson T-shirt that normally retails for $50. Housewares are also available at Bluefly.

Bluefly designs 10 e-mails a week and then sends out about two to three to each customer based on specific behavior. E-Dialog, Boston, helped Bluefly develop its customer relationships through contextually relevant e-mail communications and targeting tactics. The firm measures behavior on the site through Web analytics and targets based on past behavior.

On the Web site, visitors can choose to give their e-mail addresses in order to enter a sweepstakes for the chance to win a free pair of shoes. Other marketing efforts include print ads in Lucky, Elle and In Style, as well as the TV ads that run during "Sex in the City" and "Project Runway."

The primary demographic is a 35-year-old woman with an income of $75,000-$100,000.

Other e-Dialog clients that recently signed up for this e-mail service include online retailers like Boots, Dick's Sporting Goods, Folica,, Ross-Simons, Thompson and Company and Wet Seal.

"We chose e-Dialog because the interface was so easy to use, and it is a good marketing tool," Mr. Matson said.

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