"We
treat customers the way we want to be treated. Permission-based email
lets us respect our customers preferences and it’s not intrusive."
-Skip
Hartzell, executive vice president and chief creative Internet officer
Challenge
After 50 years, Boston Proper, a cataloger of contemporary women’s
sportswear, took their business online. In the beginning the company
was largely unknown by online consumers. To convey their longevity in
the marketplace the professionals at Boston Proper applied their direct
marketing know-how to the Internet with the intention of establishing
long-lasting customer relationships.
Objectives
The purpose of Boston Proper’s email marketing initiative was
to build a connection with their customers, grow the customer database
and encourage customers to come back to the Web site.
Program
Although Boston Proper was new to online marketing they found that
their expertise in direct marketing still applied on the Web.
"As with any kind of marketing you try to give back to your customers",
says Skip Hartzell, executive vice president and chief creative and
Internet officer. "We want to create alliances with customers so
they look forward to getting our information."
Hartzell finds that testing email offers increases effectiveness of
campaigns. He tests offers regularly to learn exactly what customers
want, from frequency to testing which products and offers get the best
response. Based on that information Boston Proper sends email offers
for giveaways and specials based on customer’s interests.
The majority of Boston Proper’s Web site traffic is driven by publishing
the company URL in advertisments and in the 22 million catalogs that
the company sent last year.
While the Web site started from humble beginnings Hartzell knew Boston
Proper required powerful online marketing. The site now boasts over
1,700 products online, with a real-time inventory connection.
"We needed strong tracking and segmenting capabilities and ClickAction
was willing to work with us to make that happen," says Hartzell.
"Setting up our email program with ClickAction was so simple. I
just blinked and it was ready to go."
Upcoming plans include growing the online section through targeted newsletters
based on special interest areas such as travel, professionals, athletic
women and those involved in certain organizations.
Result
Hartzell gets positive feedback from customers and sees room to
continue building the online marketing program. The Boston Proper database
now has over 57,000 names and the plan is to continue growing the list.
Email has become an integral part of Boston Proper’s long-term
marketing program. "It just keeps building", says Hartzell.
"I can’t wait to see the results when we start using features
like ‘buy within the email’ and streaming audio and video
emails."
|
