JomaShop, an online discount retailer of luxury watches, proves they know their luxury goods customers and their shopping behavior. With a simple yet unique repeat messaging strategy and Listrak's retail emai solutions and expertise, JomaShop converts clicks to purchases without compromising their profit margins.
Awarded: 2014 Honorable Mention for ‘Create and Design, eCommerce’ by MarketingSherpa
Campaign Goal: Increase conversions for flash sale emails on luxury products.
Customer Insights: Consumers of high ticket items demonstrate strong brand affinity, but often do not purchase on impulse.
Email Strategy: “Remail” to those who show interest by opening, but not purchasing from, an initial email featuring brand names with a second email featuring the same brands.
Deployment Tactic: Send a second email featuring the same brands as the first email to those who opened the first but did not purchase. The second email is deployed 5-6 days after the first with a more urgent subject line (adding, for example, "LAST CHANCE" or "Final Hours"), but does not offer any additional incentives.
Campaign Results: The second email campaign results in open, read and click-through rates more than double those of the first emails: 46.73% vs. 22.33%, 32.40% vs. 15.43% and 11.39% vs. 4.86%, respectively. In addition, the “remail” campaign yields a 41.55% lift in revenue.
Unique Approach Proves a Best Practice for JomaShop: It is essential to know customers in your product category and their unique shopping behavior, and use these insights to form communication strategies and tactics.
It is not uncommon for email marketers to send “second pass” emails (the same email a second time to those who did not open the first), however, a more unique approach is to send essentially the same content in a second email to those who opened the first but did not purchase.
A key takeaway of this strategy is that subscribers who click-through an email but do not purchase do not necessarily need to be enticed with special offers that compromise the merchant’s bottom line. A “remail” campaign can maximize the revenue potential not captured in the first campaign at very little additional cost to the merchant.