High Street retailer boosts open rates and drives customer engagement with mobile-enabled emails

High Street retailer boosts open rates and drives customer engagement with mobile-enabled emails

New Look, the High Street fashion retailer, is delivering more integrated, cross-channel marketing campaigns for its new mobile, ‘m-commerce’ platform with the Interact Suite from Responsys.

Using the behavioural analysis, targeting, and testing capabilities of the cross-channel marketing software, New Look has been able to automate highly personalised, mobile-optimised emails designed to drive traffic to its new m-commerce website, ultimately increasing sales and boosting customer loyalty.

With the launch of its new site, New Look identified a need to increase site visits, and they determined that delivering an email programme, encouraging customers to view the site on their mobile phones, was the most effective option. The Responsys Interact Suite provided New Look with insight into the web browsing behaviours of their users and allowed them to identify and target customers with a preference for using mobile devices for web activities.

Translating online targeting to mobile

New Look then created new mobile-optimised campaigns and tested them against both their ‘mobile’ segment of users and their ‘standard’ segment to determine effectiveness. What resulted was a 300% increase in programme performance for mobile-optimised campaigns delivered to the ‘mobile’ segment – indicating that the combined campaign and targeting strategy was most effective and that mobile users were significantly more engaged with the brand.

Sita Patel, e-commerce and customer relationship management (CRM) manager at New Look, commented: “The successful launch of our new m-commerce site reinforces how vital it is to continue to provide excellent customer service and mobile experiences for our mobile users. Responsys allows us to accomplish this by enabling us to deliver relevant and personalised content to customers across the key interactive channels, including mobile.

“When we determine that a user has a preference for using a mobile device to view the New Look website, a mobile-optimised email is three times more successful than a non-optimised email. With a growing number of customers now embracing mobile and accessing email and websites through their phones, Responsys is able to help us maximise marketing efforts and implement a truly cross-channel approach that supports our commitment to m-commerce.”