Leveraging Big Data to Boost Email Clickthrough Rates
Back in 2012, SwayChic.com, the e-commerce site for casual-apparel chain Sway, was struggling to get the customers in its database to buy more. No matter what it tried, its email marketing efforts fell flat, averaging a dismal 11 percent open rate and 0.9 percent clickthrough rate — numbers well behind the retail industry averages of 31 percent and 3.4 percent, respectively, according to email marketing provider MailChimp. "It was really trial and error," says Cheyanne Sequoyia-Mackay, SwayChic's project and marketing manager. "We were looking for a smarter way to send emails without having to put so much research into it."