Ideeli launches customer retention e-mail marketing campaign

Share this article:

Members only online shopping community Ideeli launched an e-mail marketing campaign July 27 to retain lapsed customers. The company developed the campaign strategy and creative in-house, and partnered with e-mail marketing agency ExactTarget on delivery.

The e-commerce site is targeting inactive users to encourage them to use its shopping portal and e-mails to buy apparel, said Neeraj Sharma, director of loyalty at Ideeli. The effort runs through August 5.

One of Ideeli's goals is to leverage the data it has collected on customer spending patterns and demographics over the three years it has been in existence, and combine that with customer feedback.

“We want to put all of that data together to start to target our customers more intelligently,” said Sharma.

The company has segmented its data based on buying behavior, sorting it by active and inactive customers, and created marketing strategies to target customers based on their profile.

Ideeli is offering a $15 credit for inactive users that re-activate their accounts. The e-mails also include an option to unsubscribe.

“One of the things we want to be careful of in this day and age is not to overwhelm people with e-mail. If someone has shown a propensity not to want to engage, we don't want to bombard them with e-mails,” said Sharma.

He added that the company has grown quickly on a membership basis, now with nearly 2.7 million subscribers. One of its primary goals is to keep consumers engaged [when repeatedly] visiting its site, Sharma said.

Ideeli will measure campaign effectiveness based on how many customers rejoin and participate in more sales, he said.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?

Is Reliance on Email Stifling Lead Nurturing?

Is Reliance on Email Stifling Lead Nurturing?

Pressure to drive revenue has some B2B marketers looking to take a more multichannel approach to lead nurturing.