Hackett add style to email marketing

The challenge

Hackett wanted to reach their extensive database, with a relevant message at the right time – the key formula to brilliant email marketing campaigns.

The first step…….segmentation

This iconic brand has stores throughout the UK, Europe and further a field, segmenting their database is vital. With segmented lists, store specific or gender/geographically tailored email marketing campaigns can be sent.

Hackett uses PureResponses ‘List Building Interface’ which enables the building of lists by demographics such as geographical location and gender.

Johnathan Lewis (Hackett’s Online Marketing Manger) explains: ‘The list builder allows the uploading and filtering of our data in a simple way. We expand our mailing list regularly through competitions and need to send tailored messages to these lists, so segmentation is key.’

Timing success

With a system in place to manage their lists, the issue of when to send campaigns was next on the agenda. Cue PureResponse’s ‘Intelligent Time sending’. This nifty tool enables Hackett to analyse ‘when’ their recipients are opening emails, building a history of behavior, which is used to send emails at the optimum time for the recipient.

With a varied database Johnathan has more than one factor to consider ‘Catching our customers at a time that suits them is vital. We need to ensure we hit both home email addresses and work emails at the optimum time.’

Now…show me the money

Hackett appreciate that no matter how great the open rates and click throughs – ROI is a key factor to assessing the performance of their campaign, often impossible to do with other media. Hackett use ‘Post Click Tracking’ to estimate total sales and average order value (AOV) per campaign. AOV shows the exact amount a recipient spends online after opening their email. (This is done by setting up post click tracking on their online purchasing page).

So what if you’re not selling online, but want to know if recipients are being driven to your store?

Hackett haven’t missed a trick here, they not only track online purchasing, but have set up tracking on their store finder page, to gain an insight into the interest of recipients to visit their stores.

The results speak for themselves

Hackett’s Spring/Summer 09 collection campaign has been the most successful email launch in company history, with the Autumn/Winter 09 campaign also breaking previous records.

To date, their campaigns with Pure360 have increased email revenue by 122% year on year.

Taking it to the next level

Johnathan doesn’t stop there, PureResponse allows direct comparisons between campaigns, which he uses to analyse elements of Hackett’s campaigns, which can be used to improve future mailings. Nice.

Hackett are using Pure360 Expert features.