OpticsPlanet

Founded in 2000, OpticsPlanet, Inc., an Ecentria Company, is one of the world’s leading online retailers of outdoor sporting goods, military gear, hunting gear, law enforcement equipment, and scientific supplies. They cater to enthusiasts and professionals; those who are passionate about their jobs, serious about their recreation, and devoted to their service to others. With hundreds of thousands of products from more than 3,500 top brands, OpticsPlanet.com boasts more than 300 dedicated employees and millions of satisfied customers each month. To reach these customers in the digital space, OpticsPlanet.com relies on :eCORE SEND, a robust, fully integrated proprietary email marketing and communication system.  

CHALLENGE

OpticsPlanet.com gives customers an opportunity to save the products they love in a “Wishlist.” Knowing this wishlist gave them valuable insight into the products each customer is most likely to buy, they decided to create a triggered email campaign that would alert customers any time there was a new deal available on products on their wishlist. By providing both a reminder and an incentive, they hoped to drive increased sales by encouraging customers to return to the site and make a purchase.  

SOLUTION

To make this campaign work, the team at OpticsPlanet.com first had to enlist the support of their development team to implement its complex logic. They needed to build a system that would tie in ongoing promotions, the online wishlist, and their proprietary sending platform. Once the code was in place, the email required extensive testing to ensure that each variation was generated properly based on the send logic. They also decided to include product recommendations based on other items in the customer’s wishlist, to further personalize the content and drive additional sales. 

After all this work, it was critical to ensure that this triggered email—and every email campaign—would be delivered to customers’ inboxes. With the deliverability solutions from Return Path by Validity, the team was able to monitor and improve both their inbox placement and Sender Score, ensuring their emails wouldn’t end up in the spam folder.  

RESULTS

The Wishlist deal alert emails are now among the most effective triggered emails in OpticsPlanet.com’s email program, with average open rates and click-through rates that are more than double that of similar campaigns. The conversion rate on these emails is similarly impressive, driving sales at more than twice the rate of their email program as a whole.