Email Best Practices Generates Immediate ROI
Baby SuperMall Employs Bronto's Strategies, Experiences Immediate Benefits
Durham, NC - June 12, 2007 - Bronto Software, Inc. today announced that Baby SuperMall, LLC, an e-commerce retailer of nursery furniture, crib bedding, nursery decor accessories and other baby products, has chosen Bronto Software's email marketing solution to build a successful email marketing program.
As a niche internet retailer, Baby SuperMall viewed email marketing as an attractive channel to drive revenue in a cost effective, efficient manner. Email marketing also provided a vehicle to increase brand recognition among consumers, hopefully providing the stickiness necessary to become the preferred retailer when a need for specialty baby items arose. In addition, Baby SuperMall recognized email marketing as a method to generate a greater return from the leads generated through search engine marketing and pay-per-click advertising.
"We realized email marketing was the ideal solution to address all of our needs and concerns, but we didn't want to take on the task of writing an email campaign system ourselves," said David Suby, vice president of Information Technology. "With Bronto, we were able to get up and running within a couple of weeks as compared to a couple of months writing an in-house system."
In addition to time and cost savings, Baby SuperMall is benefiting from Bronto's extensive expertise and proven customer successes. "This was new to us, but Bronto was proactive in helping our team implement best practices that resulted in increased sales right from the beginning," explained Suby. "In particular, the remailing tactic has been extremely successful for us - we recently doubled our
e-commerce sales for one particular campaign without spending additional money." Bronto's support team coined the phrase "remail," which refers to repurposing the same message content with a fresh subject line to users who did not open the original email.
Baby SuperMall implemented several key industry best practices to launch an email marketing program, recommended by Bronto:
- Know your customer base. After capturing customer data from sales and user registration, Baby SuperMall uses Bronto's reporting tools and real time metrics to analyze recipient behavior. Knowing exactly what customers are clicking on and responding to will allow the company to target messaging to users' unique interests.
- Segmentation is power. After better understanding its customer base, Baby SuperMall can drill down into their contact lists and create segments based on factors such as user behavior, geographic location, and demographics. Baby SuperMall is currently working with Bronto to test advanced segmentation methods, finding more effective ways to target their messages. The company presently maintains higher than average open rates for segmented emails compared to industry-standard statistics.
- Grow and maintain healthy lists. Baby SuperMall provides ample opportunities for customers to subscribe to its newsletter, displaying sign-up options throughout the website. The company is adding approximately 100 -150 new contacts per day. Bronto's detailed tracking reports allow Baby SuperMall to view the results of campaigns, messages, and even contacts, providing a history of individual recipients. Should delivery issues arise, an error message supplies an explanation, allowing the company to determine if that particular address needs to be reformatted, unsubscribed or deleted. Additionally, Bronto continuously works with ISPs and other domains to ensure "whitelist" status.
About Baby SuperMall
Baby SuperMall is an internet retailer of nursery bedding and nursery decor accessories, with over 200 bedding sets to choose from in a wide variety of nursery themes. Baby SuperMall also markets other baby products, including: child safety gates, baby cribs, and baby bottles. Babysupermall.com has been providing smart shoppers with an extensive selection of baby products since 1997, continually searching for items of proven quality and value to satisfy all of your and your baby's needs. We are committed to offering you these products at low prices, with fast delivery and friendly customer service. We are confident that you will find what you want. And we will make that extra effort to make you glad that you shopped at Babysupermall.com.
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