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Retail Technology, Retail technology News

mydeco's email strategy gets a makeover

Friday December 11 2009

mydeco.com is using an on-demand software-as-a-service (SaaS) based platform from Emailvision to boost customer retention through improved segmentation and targeted email campaigns.   The furniture and interior design website has increased campaign deliverable rates to 99.8 per cent since switching to Campaign Commander from its incumbent email service provider.

mydeco.com is using an on-demand software-as-a-service (SaaS) based platform from Emailvision to boost customer retention through improved segmentation and targeted email campaigns.

 

The furniture and interior design website has increased campaign deliverable rates to 99.8 per cent since switching to Campaign Commander from its incumbent email service provider.

 

mydeco is also utilising Campaign Commander's template and visual editing modes to halve the time it spends to produce its weekly newsletter, which is distributed to approximately 200,000 customers.

 

As a result, a second weekly e-shot has been launched providing 'early bird' access to exclusive deals and specific offers. The targeted recipients are selected from those who have shown an interest in particular sales or promotions, based upon their click through behaviour in the main newsletter.

 

The new email has exceeded expectations with average open rates of 55%. In addition, the permissions-based approach has proved popular with requests to UN-subscribe remaining low.

 

mydeco plans to focus on increasing the levels of personalised content within its campaigns to ensure relevant and tailored communication to its recipient base. It will test the use of personalised 'from labels', as well as subject lines. In addition, tracked links will be used to collect data on customer preferences and allow mydeco to lay out the email content with more relevance.

 

"We needed to implement more sophisticated campaigns, targeting different customer segments by using a range of dynamic and personalised content. While our newsletter used a standard template, we encountered problems each week with the HTML coding and felt that we had to find something more user-friendly," said Jo Casey, mydeco marketing manager. "Emailvision's Campaign Commander stood out from the competition as it provided a great degree of functionality that could be implemented with only a limited knowledge of HTML coding."

 

www.emailvision.co.uk