Home and garden accessories retailer Wisteria named Silverpop its email service provider, Kameilia Overton, strategic marketing manager at Wisteria, said on Oct. 12. The arrangement took effect in July.
Overton said that Wisteria was looking to grow its email program and will use Silverpop’s behavioral segmentation capabilities to analyze open and click rates as well as the types of products subscribers view. Wisteria is collecting email performance data to determine how it should modify its email program — whether it should change the frequency of its emails for some subscribers or the content of those emails, she said.
Wisteria sends out two to three emails a week to 140,000 subscribers, Overton said, adding that the company plans to increase its messaging frequency in the fourth quarter to three to four emails per week. Wisteria’s emails include brand and promotional messaging as well as a newsletter segmented for consumers who opt in at Wisteria’s brick-and-mortar store in Dallas.
Wisteria previously worked with SubscriberMail. SubscriberMail did not immediately respond to request for comment.
Silverpop is Direct Marketing News’s email service provider.