Brooks Brothers Tailors E-mail Marketing to Fit
Problem: Brooks Brothers needed to better target its women's wear e-mail marketing campaigns.
Solution: Segment customers based on behavior.
Result: E-mail conversion and click-through rates go up exponentially.
Although primarily known for its men's clothing, retailer Brooks Brothers wanted to increase sales of its growing women's wear collection through an e-mail campaign. Its initial strategy was to use the self-identified information its e-mail customers provided via opt-in processes to divide customers into male, female and unknown segments. The female segment received a women's clothing-dominant e-mail with a smaller men's callout. The unknown and male segments both received the male-dominant version. However, this initial segmentation resulted in the unknown group outnumbering the male and female customers, and the women's wear e-mail campaign did not perform as well as expected.
That's when e-mail marketing and customer-intelligence solutions provider CheetahMail suggested an alternate solution. By using CheetahMail's Advanced Analytics Tool to analyze e-mail response data and segment customers based on behavior, Brooks Brothers was able to identify more accurately the segment most likely to purchase women's clothing.
Jennifer Clark, e-commerce marketing manager for Brooks Brothers says, "We have a lot of links within our e-mails, a lot of product callouts." So the retailer "looked for anyone who had clicked on a women's link [within a Brooks Brothers] e-mail over the past three months," she explains.
A new women's wear e-mail campaign was executed using this segmentation. Results were much improved. Says Clark: "We doubled our circulation for women. … Our click-through rates went up by 375 percent for the people who clicked on a women's line, versus unknowns. Conversion rates were up 250 percent, and our dollars per circulation were also up 250 percent."
Going forward, she expects to use the behavior-specific segmentation "more on a product category basis," whether that's targeting customers interested in sports coats or promoting its seersucker event this spring.