CAMPAIGN #2: TARGET CLOSEOUT
The Target Closeout campaign emails customers when products they previously purchased go on sale and reminds them to restock, increasing order frequency and online sales.
Using behavioral data, relational tables, and automated programs, the email campaign is triggered once products the retailer ordered, added to their cart, or browsed in the past, is marked down to a discounted or promotional price.
Recipients receive hyper-relevant promotional messaging, showing the exact items they’ve purchased in the past that are now on sale, encouraging each customer to re-stock their favorite products at a reduced cost. In addition, smart product recommendations increase relevance through a personalized “recommended for you” section featured in each email.
The campaign is regularly updated to keep subject lines, preheaders, copy, and content fresh to maximize its performance. Likewise, the program’s cadence and frequency are methodically adjusted to improve timeliness and engagement, and personalized content is thoroughly quality controlled to prevent products being displayed that are missing pertinent information or imagery. Program limitations are also set for how many products are featured in the campaign’s master email template to follow email optimization best practices and highlight the most fitting products.
Using data-driven email automation, Dennis East International actively engages customers and drives reorders and upsells with “now on sale” reminders and personalized product recommendations. The continuous program makes restocking inventory simple for retailers, ultimately increasing the likelihood they’ll make an online purchase between their typical ordering cycle.