Miles Kimball's Doreen Carstens Discusses the '12 Days of Christmas' E-mail Campaign
TM: How do you plan to use the information you collected from this campaign?
DC: We did do some segmentation within the 12 Days of Christmas to our buyer file, and then we also did some subject line testing. So the results of those two testing formats will be driving what we do next fiscal year. And we'll be able to roll with those learnings in January.
TM: So will this campaign's results enable you to have an accurate seasonal, holiday list and contact strategy for next year?
DC: Truly, what we've been able to do this holiday season is understand, from a buyer segmentation standpoint, the frequency in which our customers are buying and the types of subject lines that are catching their interest. So that is key for us to know because when you have a million names, the same message perhaps isn't going to be as interesting to everybody. So now, we're able to get a little more sophisticated and complex with the offers that we put in front of our customers. And with our e-mail provider and the analytics tool that we have, we can pull some wonderful programs together for next year and really make our e-mails targeted to our customers so that we're not wasting an impression when we e-mail to them.