Jennifer Clark

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

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