In order to more efficiently reach their target audiences, today’s retailers must find new ways to deploy customized communications. Ana Silver Co., a jewelry designer and retailer, attributes a significant increase in annual sales to the implementation of a new email marketing service.
Although the company excelled in the eBay marketplace, Ana needed to find a way to increase sales in other channels. The new email marketing solution from Campaigner provided a means for the jewelry retailer to send loyal customers updates on new products, special offers and sales. Since 2009, Ana Silver has boosted annual sales from $1 million in 2009 to $10 million in 2010.
Using Campaigner, Ana sends emails to a list of 50,000 customers. Following the implementation of Campaigner, purchases have increased substantially, according to George Liang, Co-Owner of Ana Silver Co. “Every time we send out an email, we get approximately 60 to 80 customers to purchase,” he said. “We may sell several hundred items from one email.” Recently, the retailer sent an email campaign at 6 a.m., and by later that day received close to 50 orders including more than 200 items.
Ana Silver Co. was founded in 2007, and since then has acquired a niche in the sterling silver, semi-precious stone design market. Currently, Ana carries a stock of more than 100,000 bracelets, earrings, pendants, necklaces and rings.
Despite Ana Silver’s growing popularity on eBay, the retailer was struggling to develop meaningful long-term relationships with customers and correctly target their buying patterns and personal styles for future sales. “We didn’t really communicate with our customers after their purchase,” Liang said. “EBay sent an automatic newsletter to our customers, but we didn’t have any ongoing outreach.”
Moving Beyond Social Media To Reach Shoppers
Prior to implementing Campaigner, Ana was promoting new items, sales and daily promotions primarily on its Facebook page. Following a search and multiple trials of email marketing providers, the retailer chose Campaigner to aid in formulating an email marketing strategy that would efficiently deliver company news, announcements and personalized emails to customers based on their interests. “Campaigner is very easy to use,” Liang said. “It’s one of the simplest programs and they have a great 24/7 customer service.”
To date, Ana Silver has implemented more than 10 campaigns using Campaigner, and also taps the vendor’s segmentation capabilities to develop lists and send personalized emails based on customers’ interests. In order to avoid over-saturating customers’ inboxes, Ana limits its email communications to once a week.