In order to increase marketing performance and drive revenue, while decreasing cart abandonment, retailers must focus on creating a customized and seamless email-to-web site experience. In an effort to reverse a growing shopping cart abandonment rate, Freshpair — a men’s and women’s intimate apparel e-Tailer — recently deployed a targeted marketing program. The solution was developed by Monetate, a testing, targeting and content optimization vendor; and Responsys, a cross-channel marketing solution provider.
Following the March 2009 implementation, Freshpair experienced a number of benefits, including a 16.59% increase in overall add-to-cart rate and a 33.8% decrease in bounce rate. Other priorities for the implementation included creating a memorable, personalized experience and driving greater ROI using the email initiative, according to Matthew Butlein, President of Freshpair.
“To us, personalization is everything,” Butlein said. “By using both promotional emails and corresponding onsite content, we keep customers engaged with relevant messages throughout their entire interaction with us.”
Freshpair had been experiencing a growing shopping cart abandonment rate, which precipitated the integration of the Monetate and Responsys solutions. Following the rollout of the email-focused solution, consumers who added items to their shopping cart but left the site prior to purchase received an automatically generated email to remind them of their potential purchases. As a result, the campaign significantly increased Freshpair’s overall add-to-cart rate and decreased bounce rates.
“Before this solution was implemented, our email strategy was much less targeted and personalized,” Butlein said. “We didn’t have the resources to put supporting site content up for every campaign so sometimes customers had a disjointed experience after they clicked on an email. We knew we had a lot of room for growth in the email channel, and we felt that improving the experience from inbox to onsite was a high priority.”
The joint Monetate and Responsys solution integrates the brand image into the retailer’s web site and email landing pages. As a result, the web site experience becomes fully synchronized with the company’s email marketing efforts, which are tailored to customer shopping history and demographic information. Additionally, the platform enables merchants to test new features and site content targeted to segmented audiences before rolling them out on to the site.
“This strategy removes the bait-and-switch feeling customers experience when clicking through a promotion that is not reinforced on the site,” explained David Brussin, Founder, CEO and President of Monetate. “We believe that email will continue to play a large role in a company’s overall marketing efforts, but it will increasingly be supplemented by other channels such as mobile and social campaigns. This makes it crucial for businesses to insert increased speed and agility into their marketing efforts to ensure that consumers arriving from a myriad of platforms still receive a personalized experience.”
With the platform, Freshpair is now armed with the tools to create a personalized online experience. As shoppers continue to become more savvy in the use of product search via web and mobile, it is vital for brand marketers to drive click-throughs and purchases with targeted and customized content, according to Butlein.
“The continuity from the email to the site experience is extremely important,” Butlein said. “The Monetate platform allows us to reinforce each email’s message in a way that is relevant and helpful to the customer. It also allows us to test different variations to determine the optimal placement and creative. The options for testing have been very valuable to us, as we learn more about our customer and what they respond to best.”