evo: Utilizing Purchase History

evo download buttonOne of evo's highest grossing products, ski boots, had a high return rate. Why? This was attributed to the difficulty of trying on ski boots at home. However, evo was able to fix this problem in addition to improving overall interaction with their customers through the help of Windsor Circle. Using purchase history data, analyzed and imported by Windsor Circle's Retention Automation Software into evo's marketing platform, emails send automatically in a 3 part series. Using clear headers, strong images, simple text, and a clear call to action, these 3 emails saw an average open rate of 58% and an average click rate of 25%.

Evo.com is ranked 414 by Internet Retailer, with over $24 million in online sales in 2011. Evo.com is a sporting goods merchant, selling gear for ski, snowboard, wakeboard, skateboard and accompanying apparel.

Evo's retention marketing programs include phenomenal contests, automated welcome series for new subscribers and customers, and other triggered emails to win back churning customers and reward Evo's best customers.

Says Decker, "We're now in the retention automation phase of our business: We send all of our customer data to Windsor Circle, it scores our customers everyday with a rank, and using Silverpop, we are rolling out a series of emails that harness this data in an automated way, message customers based on where they are in their life-cycle, and are much more targeted to their behavior."

Evo aims to keep more of their best customers. Nearly every brand has a solid plan around new customer acquisition, but too many are neglecting those who have already expressed an affinity by making a purchase or signing a contract. If they are going to grow, these relationships must be nurtured. And, if you do it correctly you can not only encourage repeat purchases and brand loyalty, you can turn these fans into extensions of your marketing efforts—which is critical in today’s social-network obsessed, peer-review world.

The Problem: One of evo's highest grossing products, ski boots, had a high return rate. Why? This was attributed to the difficulty of trying on ski boots at home.
The Solution: A 3 part email campaign designed to educate customers of recently purchased ski boots
The Results: 3.2 times the opens and 9.6 times the clicks!

Using purchase history data, analyzed and imported by Windsor Circle's Retention Automation Software into evo's marketing platform, emails send automatically in a 3 part series. Using clear headers, strong images, simple text, and a clear call to action, these 3 emails saw an average open rate of 58% and an average click rate of 25%.

This 3 part email campaign also led to:

  • Improved customer satisfaction
  • Increased trust in their brand
  • Improved brand engagement
  • Lift in repeat sales
  • Reduced return rates

Download the case study to find out more about how evo used a post purchase email series to not only fix their problem of high return and exchange rates, but also improve their interaction with customers.

 

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