Case Study: The Success of Driving Holiday Sales at FitCouture.comJuly 07, 2014The Blue Sky Marketing team lives and breathes online marketing and one piece we are passionate about is the email-marketing campaign. These campaigns are effective tools that have continued to evolve and grow. Below is a recent case study involving one of Blue Sky's e-commerce clients, exhibiting the process of a successful email campaign. The Situation — Where Did Fit Couture Stand?Fit Couture is a family-owned and -operated online-only store of woman's fitness fashion, with designs to compliment the figure of any woman who wants to look their best when they exercise. The challenge was to engage a dormant database of previous customers during the busy holiday shopping season with key brand messages to meet year-end sales objectives. Objectives — The Paths to Meeting the GoalThree primary objectives were set to bring Fit Couture increased success during the holiday season: increase email engagement, increase website visitors and increase sales. Each objective was embedded with strategies and tactics in an email newsletter campaign active from Oct. 16 through Dec. 30. [caption id="attachment_901" align="alignright" width="340"] A few of Fit Couture's emails and their results.[/caption] These objectives consisted of creating a series of emails that would rekindle the customer's affiliation with the brand through targeted content and appealing lifestyle imagery. The email marketing campaign would also contain key brand messages and captivating imagery to drive traffic to various areas of the site, including a Holiday Gift Guide landing page. Finally, through style recommendations, timely email themes and a strategic promotional plan, the objective was to increase sales on FitCouture.com to meet a holiday revenue goal of a $10,000 from these emails. Strategies and Tactics — How were the Objectives Implemented?
Message Alignment — Speaking to the ConsumerAs with any higher-end product, sales should be attached to an emotion evoked in the customer, so Fit Couture used lifestyle messaging and images to create strong customer affiliation with the brand. By varying the line of clothing but always calling out key brand messages about product quality, flattering fit and feeling good while being healthy, Fit Couture aligned itself with customer goals, speaking to their needs. Results - We Could All Happily Say� Mission AccomplishedAll of Fit Couture's objectives were met and some went above and beyond. At the conclusion of the email newsletter campaign Fit Couture saw 3,663 visits to the online store, a 5.58% conversion rate on the site, 208 transactions (double any other source) and exceeded the revenue goal by 35%! These results were measured from Oct. 16 through Jan 7. Blue Sky Marketing is proud to say Fit Couture's strategy was an AMA Houston Crystal Award winning email marketing campaign for 2014. If you are looking for a partner in online marketing strategy, LinkedIn for business development, marketing strategy development, email marketing and website development, contact us to see how we can help. |
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