Title Nine Sees 200% Revenue Increase with Personalized Email Campaign
Connecting site visits to email addresses helped the women’s apparel company find a perfect fit with new customers.
Challenge
Title Nine is a women’s apparel company founded in 1989, long before athleisure became a lifestyle and leggings became the new jean. Powered by everyday athletes and fitness fanatics, the retailer is passionate about the brand and the impact that sports, fitness, and adventure has on women’s lives, and the lives of its customers. Title Nine is a privately-held, woman-owned company headquartered in Emeryville, California, with 21 retail stores in 10 states, and online at www.titlenine.com.
The retailer wanted to better leverage the power of its database to increase the identification of online visitors, both existing and prospective. The team needed an integrated mechanism and service to expand its ability to follow up when a visitor left without making a purchase. Conversion rates for targeted, triggered emails are extremely high in comparison to regular email, and by not following up in a personalized way, Title Nine was missing valuable opportunities to close the sale and strengthen customer experience.
Mary Brown
Director of Ecommerce, Title Nine.
Approach
Recognizing Merkury's superiority in the industry for identifying website visitors, Title Nine signed up for Merkury's Abandoned Cart and Abandoned Browse triggered email programs.
Merkury now identifies Title Nine website visitors by email addresses, including many who have not yet opted in to its email program. When visitors leave the site without making a purchase, opt-ins and others with permission to receive email through the Merkury Data Network™ receive a triggered email campaign with personalized content and offers. Merkury also helps Title Nine optimize email results by testing static creative vs. dynamic creative, static vs. dynamic subject lines, timing, and number of touches, that impact email open rates and conversions.
Title Nine retained Merkle to expand the reach of its email programs by acquiring more opt-ins. Merkury's Customer Acquisition program now automatically displays a sign-up lightbox to website visitors who are not already on Title Nine’s email list, triggering a welcome email campaign when they sign up.
Merkle tailored the Customer Acquisition program to further meet Title Nine’s needs through POS for retail stores and events email. Overall, they increased personalized email campaign revenue by 200%, by making its marketing personal.
Results
Increase in revenue from the personalized campaign
Lift in web visitors signing up for email
Lift in store-based acquisitions
Keys to success
- Automated acquisition program with triggered emails.
- Advanced email verification and inbox validation measures ensure that email addresses are valid before accepting them.
- Store associates use tablets to interact with customers and acquire new email addresses.
