Kelly's Running Warehouse, an online specialty retailer of running equipment, has increased subscriber response to its emails by 72% through the simple act of sending an automated welcome message.
Kelly’s Running Warehouse has found that targeted email campaigns provide personalized interaction that is critical to its brand. In addition, targeted email provides the retailer with the benefits of nearly instant responses and the highest returns of any marketing channel.
Automated Messages Help Engage New Customers
However, in an effort to maximize subscriber engagement and conversions, Kelly's Running Warehouse engaged Listrak to build an automated welcome message using its event-triggered messaging solution. The email is sent automatically upon subscription, reaching subscribers when they are most interested and likely to respond. To take advantage of the attention, the email includes an exclusive coupon that encourages subscribers to make a purchase over $100. In addition, the email confirms the validity of each address and automatically removes hard bounces from its list. This ensures Kelly’s Running Warehouse only deploys messages to legitimate subscribers who want to receive the information.
Because this is the first email subscribers receive from Kelly’s Running Warehouse, important branding elements in the email’s header and body are highlighted, along with subscription details, its privacy policy, a request to add Kelly's Running Warehouse to the list of safe senders, social links, and two opt-out links. The welcome message is designed to give new subscribers the information they need upfront in a quick, easy-to-read view.
Click-thru Reaches 43%
To date, the email is averaging open and read rates of 72%, while the click-through rate is 43%. More importantly, the conversions generated by this email alone have lifted Kelly’s Running Warehouse’s overall email ROI. Based on the success of this campaign, Kelly’s Running Warehouse plans to expand the campaign into a three-part welcome series.
Consumers Use Email for Brand Interaction
More online consumers use email than social networks for brand interaction, according to a new study from digital marketing firms ExactTarget and CoTweet. Data from the "Daily Morning" report indicates that 93% of online consumers aged 15 and older receive at least one permission-based email per day, putting them into the category of "subscribers." Broken down by age demographic, 15-to-17-year-olds are subscribers at a significantly lower rate (68%). All other age brackets of online consumers aged 18 and older are subscribers at rates between 93% and 96%.
