Keepsake Quilting

Problem

Keepsake Quilting (KQ), a niche catalog client, wanted to leverage email to bring in more revenue. Keepsake was already deploying a weekly promotion featuring various products and driving a significant amount of sales through these offers. Their messaging was already being optimized for revenue per email, and was maintaining above-average open rates between 25 and 30 percent. A healthy base of subscribers allowed for Keepsake to test and make positive changes on a regular basis.

Solution

Because Keepsake was already managing their weekly promotions successfully, we decided that adding new streams of email communication was the next step. Keepsake and Allora Media worked together to add triggered, auto-responder emails and message cascades to the mix, including a 5-email welcome cascade and site abandon events. This behavioral targeting allowed for distinct messages to be sent to customers when they were already engaged with the brand online.  This timing-critical approach keeps the customer involved with a personal communication.

ROI tracking was used along with website analytics and email tracking to revisit creative, content, and timing to continually update and optimize behavioral emails. 

Results

Client added 30% revenue growth by going live with automatically deployed messaging from April 2010 to April 2011.