Winning the Email Hero Award for Best Triggered Email, this week we’re featuring OpticsPlanet.com!
To understand what went into this award-winning campaign, we interviewed Cynthia Do, Promotions & Email Marketing Team Lead at OpticsPlanet.
What were the goals of this particular campaign?
The goal of this email is to alert customers of a new deal on products from their wish list. We hoped that by providing a reminder and an incentive, it would encourage them to return to the site and place a purchase.
Did you face any key challenges along the way?
Our biggest challenge with this email was managing its complex logic. Our development team had their work cut out for them and needed to build a system that would tie in our ongoing promotions, wish list feature, and sending platform. The email itself required extensive testing to ensure that the emails were generated properly based on the send logic.
What were your campaign results?
Our deal alert emails are one of the most effective triggered emails we send, second only to our cart abandonment emails. It has an average open rate of 50.5% and a click-through rate of 14.58%, which is more than double the click-throughs of similar campaigns. We also reached our goal by seeing a conversion rate that is twice as high compared to normal emails.
How did you achieve these results?
We wanted to make sure that this email, as well as similar sales-focused campaigns, were being delivered to our customers’ inboxes. By using the tools provided by Return Path, it helped us to monitor and improve our inbox placement and Sender Score. The success of this email can also be contributed to the level of personalization built into the campaign. It contains relevant information on the products our customers have shown a strong interest in and offers a timely incentive on those products. At the bottom of the email, we also provide personalized product recommendations based on their wish list.
Click here for our complete list of winners.