Moda In Pelle

Fashion Shoe Retailer's Email Marketing Improvements Lead to 239% Revenue Increase

Fashion Shoe Retailer's Email Marketing Improvements Lead to 239% Revenue Increase

THE GOAL

Increase email marketing with limited resources.

Automate email campaigns.

Move data seamlessly.

THE APPROACH

Initiate welcome series.

Start remail program.

Increase open rates with A/B testing.

THE RESULT

Easy-to-use solution allows retailer to try new techniques quickly and measure results.

Moda in Pelle launched in the mid-­70s with a single store in Leeds. It has since grown to be a national boutique brand, with over thirty stores and concessions situated in prime retail locations across the UK. A high-­fashion shoe brand that has been a favourite of British women for close to forty years, Moda in Pelle combines catwalk-­inspired designs with a unique feminine approach and incorporates seductive styles with a modern edge.

Moda in Pelle selected Bronto Software as its email marketing platform in May 2012, and in only seven months, has experienced incredible growth.

239%

Increased email-driven
revenue by 239%.

Situation

Moda in Pelle had three main email marketing goals when they signed-on with Bronto: 1) To implement and move data into Bronto quickly, easily, and seamlessly; 2) To segment on their data in order to send targeted email campaigns to smaller proportions of their contacts instead of one email sent to all of their subscribers; 3) To improve efficiency and accomplish more with limited resources by automating more of the segmentation and mailing process. By reducing the time to create segments and send email campaigns, they could spend more time focusing on the creative and the content that would drive revenue.

Solution and Results

Immediately upon switching to Bronto, Moda in Pelle saw an improvement in deliverability and a corresponding 5% increase in open and click rates, as well as a 2% increase in conversion rates.

Quote mark

Using Bronto’s A/B testing functionality, Moda in Pelle were able to easily test subject lines and other message elements, leading to as much as a 30% improvement in open rates.”

In addition, Moda in Pelle have begun to remail subscribers who did not open an email, using a different subject line and email creative to remind them that the offer would end soon. These reminder emails, which are scheduled using automation, have provided as much as a 50% boost in revenue over the initial email. In their Summer Sale, remailing generated 12% of the overall campaign revenue.

Looking at these programs and improvements together, it has been a very successful year for Moda in Pelle. Comparing the seven month period in 2012 in which they used Bronto to the same period in 2011, Moda in Pelle increased their email-driven revenue by a phenomenal 239%. They see this as only the beginning. In 2013, Moda in Pelle are looking forward to using the Order Import functionality to be able to access all of their customers’ past purchase data and use it for better segmentation and more targeted campaigns and messages.

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