Ross-Simons Hopes e-Dialog Deal Lifts E-Mail Revenues

Share this article:
Cataloger Ross-Simons is hoping a deal with e-mail marketer e-Dialog will help increase its e-mail-driven revenue so that it represents 15 percent of the company's Internet operations.


Ross-Simons, Cranston, RI, hopes to improve upon last year's e-mail marketing campaigns, when the medium represented 10 percent of the revenue generated from the company's online programs. The cataloger of luxury items expects the deal with e-Dialog, which was announced yesterday, to improve its segmentation of files and consequently its conversion rates. E-Dialog, Lexington, MA, is a provider of precision e-mail marketing solutions.


Ross-Simons has four other online programs, including search engine placement, affiliate programs and partnerships. The company, which has been using e-mail marketing for 18 months now, has been mostly collecting e-mail addresses and testing messages.


"We're looking to refine our e-mail marketing program," said Anne Driscoll, director of Internet marketing at Ross-Simons. "The deal with e-Dialog represents an opportunity to partner with a company that will not just be a post office to send things out, but to help us target people much better and increase the conversion rates on the back end, not just increase click-through rates."


Driscoll said Ross-Simons would use the e-mails to complement the catalog by delivering e-mails to notify subscribers about upcoming books. Also, the company will distribute e-mails that will follow book droppings to inform subscribers when items from the catalog are added online.


During the next few months Ross-Simons will reconfigure its database and analyze data while it implements a rules-based program, Driscoll said.


This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.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