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34 CASESTUDY


EMAIL CAMPAIGNS PAY OFF FOR SHOE RETAILER


Shoe Zone expands and develops more in-depth digital marketing strategy using new campaign management tools to increase online revenues 100% year on year


We’re getting a lower fallout rate when we send


emails to new subscribers. Our email marketing campaigns achieve an ROI of 1000%, which is an absolutely


fantastic result


hoe Zone is a footwear retailer with over 800 stores across the UK, operating under two brands: Shoe Zone and Stead & Simpson. It also has an e-commerce store, offering free UK delivery for online customers. The company needed to expand and develop a more in depth digital marketing strategy to increase revenues online and help to achieve their business aims in an increasingly competitive online retail marketplace. It wanted to keep its basic digital marketing strategy


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(sending fortnightly newsletters with the latest news and offers), but new features were required that could also prove cost effective. These included an in-depth social media strategy that could maximise impact by integrating email and social together. Shoe Zone also wanted a service that would compliment their offline channels. Naomi Shefford, Shoe Zone marketing and property director, commented: “We firmly believe that online and instore channels complement each other and therefore anything that is offered online is also offered instore. This ensures that emails are marketing our whole business and not just the online aspect.” However, the email marketing tools that Shoe Zone was using at the time were not adequate – a new service would need features such as intelligent time sending, subject line selectors and filtering tools in order to better segment campaigns.


Shoe Zone signed up to the Expert package from specialist provider Pure360 in August 2011. It includes group and advanced reporting, whereby data can be extracted on unopened emails, trends are identified, and the timings of emails can be reported on for multiple campaigns. Intelligent time sending and advanced overlay


reporting were also included, meaning Shoe Zone could find out where and in what order recipients interacted with the email. Pure360 worked with Shoe Zone to develop and re-design their fortnightly email template, as well as training and advising the marketing team on the additional features included in the package, such as subject lines and layout. Shefford explained: “Although we had some basic knowledge of marketing software, it was the first time we’d incorporated social media automatically, so it was good to be able to talk through the new service and features with a Pure360 team member who offered sound advice and feedback.” Since working with Pure360 Shoe Zone has achieved


a return on investment (ROI) of 1000%, based on the cost of sending an email, and considering Pure360’s monthly fee and the average revenue made per click through for the whole year, with shoezone.com sales increasing by 100% year on year. Shoezone.com traffic has also grown by approximately


50% year on year – website traffic being generating directly from emails has increased by over 150% year on year and email traffic as a percentage of total traffic has increased by approximately 90% over the same period. Shoe Zone has seen uplift in clickthrough rates of 15% and uplift of 2% in open rates (from August 2011 to August 2012). Shefford added: “Hard bounces have also fallen by 0.2% and with a database that is growing all the time this is a really impressive result.Because of the rigorous validation checks that Pure360 do on the initial upload of new data, we’re getting a lower fallout rate when we send emails to new subscribers.Our email marketing campaigns achieve an ROI of 1000%, which is an absolutely fantastic result.”


After reviewing Pure360’s results, Shoe Zone is now looking to segment its campaigns even further and tailor campaigns in response to customers’ behaviour, as well as segment data based on gender and age. To do this Shoe Zone plans to implement a better preference centre when a customer wants to unsubscribe with the aim of retaining them but tailoring how often they communicate with them. They are also considering the introduction of abandoned basket technology to


RETAIL TECHNOLOGY NOVEMBER/DECEMBER 2012


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