In conjunction with the marketing development funds program we work with vendors to create a segmented, targeted brand promotions on our sites. Based on impression rate, promotion duration and user behavior we can taler promotions around the brands needs on our sites. In this case RVCA showed high performance during the late spring & early fall for new lifestyle products.
While most of our customers are familiar with RVCA this promotion was not only to promote brand awareness but to engage customers that previously had not been engaging and to attract more of our women’s audience.
We produced 3 targeted emails that landed customers on a static content page. The first email was targeted to women over 19, in urban demographics that had previously purchased RVCA. The second email was targeted at high average order value male customers that had not opened emails in the last 12 months. The final email was targeted at male & females under 19 who were interested in trends and a younger crossover customer that also shops at Tillys & PacSun.
By creating a curated targeted email for consumers per personality type we increased click through rates, orders, and engaged consumers that had not been engaged in our previous emails.
To the right is the email targeted at previous women purchasers of RVCA over the age 19.