Results: This extra messaging proved very successful, giving Frederick’s a response increase of 9 percent, along with an increase in the average order value of 27 percent and an increase in clickthroughs (compared to other e-mail campaigns) of 41 percent.
Bedolla notes that the test and control panels dropped one month apart and that the test campaign benefited from a 3.3-percent increase in circulation. Still, she thinks the results are too strong to be attributed greatly to reaching more people with the test campaign.
Lessons Learned: 1) Your departments need to work together; at Frederick’s of Hollywood, the direct marketing division oversees the Internet department, and all offers, campaigns and source codes are coordinated for multichannel tracking. 2) Use your strengths in each channel. During the holidays, says Bedolla, free shipping is offered online but not in the catalog, since the Internet is a more competitive arena during this season. 3) Track your response metrics carefully to guard against overcontact. Bedolla recalls a campaign from earlier this year that ran for a week. It offered 40 percent off the entire Web site, and e-mails were sent each day during the promotion to remind customers that time was running out on the sale. The opt-out rates jumped dramatically during the campaign, she says, proving that customers expect unique, relevant messages for e-mail contact.