The North Face Site Sees More Clicks by Optimizing E-mails
Problem:
High-performance outdoor equipment and apparel manufacturer, The
North Face, doesn’t sell direct online. So they needed a way to use
e-mail to both enhance brand recognition through increased traffic to
www.thenorthface.com and to drive sales to their partners’ retail sites. The North Face turned to BlueHornet Networks, a leading provider of e-mail marketing solutions and subsidiary of Digital River, for its expertise in optimizing its e-mail offers.
Solution:
BlueHornet’s e-mail optimization team conducted an A/B split test
between The North Face’s existing monthly e-mail template, which
included three links to www.thenorthface.com, and our optimized
version with 27 links that drove traffic to featured product pages,
online retailer links, and more.
Results:
Compared to The North Face’s existing newsletter template,
BlueHornet’s e-mail optimization efforts produced an increase in
overall click-throughs of 69 percent. Unique click-throughs were up
32 percent.
BlueHornet’s optimized e-mail template effectively increased traffic to
The North Face website, as well as to the company’s retail partner
sites. This interaction encouraged subscriber brand interaction and
improved The North Face’s ability to support retail sales.
About BlueHornet Networks, inc.
BlueHornet Networks, a wholly owned subsidiary of Digital River, Inc., is a leading provider of permission based e-mail marketing solutions. BlueHornet conducts e-mail campaigns for hundreds of top brands, including Match.com, Famous Footwear, 3M, GUESS?, House of Blues Entertainment, Inc., Kyocera Wireless and Red Lobster. In addition, BlueHornet supports more than 100 resellers, many using private label versions of its e-mail marketing solution. |