HauteLook Wins Ultimate Email Championship at DMA2011
HauteLook's program was named the winner after it received the most applause from the packed crowd. It was the second year in a row the retailer won the title. Cable network Turner Classic Movies' (TCM) personalized email campaign was the runner-up.
Hayley Osher, director of member engagement at HauteLook, discussed the brand affinity campaigns, which "target members with their favorite brands in an effort to keep them engaged and consistently deliver relevant content to make sure the emails are delivered into inboxes."
HauteLook's campaign strategy involves sending its members targeted emails to notify them when their favorite brands are back with a new sale. These emails are sent two hours before the sale begins.
Compared to category-level targeted emails, brand affinity emails drive "52 percent more opens, 32 percent more clicks, as well as more purchases per click and a higher revenue per email delivered," Osher said.
DeAnna Guesman, e-commerce manager at TCM, talked about a series of emails it recently sent that were designed to increase engagement and revenue through targeted, relevant and personalized campaigns. TCM "leveraged purchase history data to serve up titles consumers have a higher propensity to buy based on preferences," Guesman said.
The first email in the series was sent to consumer segments based on their preferences within the top 10 selling movie genres. Each email featured six titles for each genre with different content blocks.
A second email was sent that included an automated personalized recommendation engine. Titles that were displayed in the first email and already purchased by the customer were removed. "Recommended titles were displayed only if they'd been purchased with consumers’ preferred titles at least three times," Guesman said.
The third email in the series combined personalized title suggestions with preferred genre titles. Titles already purchased and titles in the first and second campaigns were removed.
Compared to the other emails in the campaign, the personalized emails produced 40 percent to 50 percent more clickthroughs, 25 percent to 35 percent higher revenue and 30 percent to 40 percent more orders, Guesman said.
What's more, compared to previous quarter one and quarter two campaigns, the personalized emails produced 30 percent to 40 percent more orders on average than other top campaigns, Guesman added.