Ideeli launches customer retention e-mail marketing campaign

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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.

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