PROJECT: LEVERAGE EMAIL

Our email business was down disproportionately to other brands in the portfolio. I was tasked with turning that around.  We now have one of the highest ROAS in the portfolio, and our email revenue is up +93% to last year.

CHALLENGE

On average consumers only look at a marketing email for 3 seconds. How can we encourage open rates, click-through rates, and conversion?

STEPS

  • Cleaner, smarter subject lines
  • Simplified copy, and more in-environment, on-foot imagery ( let the photo inform the consumer)
  • Leading with points of difference
  • Test, Learn,  Implement mentality
  • Capitalizing on brand equity
  • Working with our CRM team to segment with Customer Data
  • Working with merchandisers to optimize the email customer journey
  • Working with design to improve product photos

EMAIL HISTORY

OLD VERSIONS:

3669_CAT_040617_ErgoLite_v23746_CAT_050717_Print_V2

 

NEW VERSIONS:

4428_CAT_102118_Winter_Boots_Mens4418_CAT_100418_Superstat4135_CAT_111717_VIP_Email_Work

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