RetailT
echnology
easier too. And we could see the positive results from a revenue point of within the first few months.” Moda in Pelle moved quickly to
take advantage of the Bronto marketing platform features and began to test and implement new ideas with each marketing campaign, leading to better results each month. For example, Moda in Pelle initiated an automated welcome series programme to engage new subscribers and in just two months, the revenue generated was far more than initially expected. The new email marketing capabilities
also helped the retailer achieve the segmentation results it has initially sought. “What we weren’t able to before Bronto was target specific groups of customers with specific messages. We knew we wanted to send out messages that were more relevant and conversational in terms of engagement and not just do ‘batch and blast’ mailings,” Lockwood said. “Although we do still use batch
mailings for some things, like sales for
www.retailtechnology.co.uk
example, we found that not sending the same messages to everybody in the database helped the clickthrough rates go up and the unsubscribe rates go down.” Sharing the best practices built over
time, the online marketing manager said it is expected that most retailers want to send the most relevant emails to their email subscribing customers. “I would suggest experimenting with A/B split testing on areas like subject lines,” she advised. “Different days and times for sending marketing emails can also have an influence on results.” Joe Colopy, Bronto Software,
commented: “We are delighted that Moda in Pelle has seen such a significant increase in revenue since implementation. The retailer wanted better visibility of their data, the ability to send targeted email campaigns and to improve efficiency, all of which we have delivered on a very timely scale. We look forward to continuing our work with Moda in Pelle in the future and further developing our working relationship.”
Lockwood added: “Switching our email
service provider to Bronto has given us the opportunity to advance our email marketing strategy, segment our customers and target them with relevant campaigns, which has really driven incremental revenue.” Moda in Pelle finished 2012 with a
very strong Autumn/Winter performance, experiencing positive like-for-like figures overall for the year. It opened five stores that year in the South East of England with a further four new stores opened by the first half of 2013. Lockwood reported that the platform
would continue to support this growth through its marketing strategy with a strong focus on mobile: “We’re working on responsive templates so they are ready to also work in complement with a responsive mobile-optimised website.” Stephen Sumner, Moda in Pelle
marketing and e-commerce director, also endorsed the investment: “The relationship between Bronto and Moda in Pelle is proving to be highly beneficial.”
Winter 2014 47
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