Targeted Email Campaign Increases Order Frequency and Online Sales

WHO

Dennis East International (DEI) is a top manufacturer and leader in the gift and home décor industry with over 20 years of experience. Dedicated to creating exciting, high quality products at the best value, DEI offers an extensive line of diverse products that focus on current and seasonal trends, as well as unique gift items at great prices and home décor for everyday living.

GOAL

DEI aims to nurture brand loyalty and engagement throughout the post-purchase lifecycle using dynamic email personalization, ultimately increasing order frequency and repeat sales, while deepening buyer relationships.

RESULTS

The tailored Target Closeout campaign:

65% open rate

43% click-through rate to the website

Drives 4% of DEI’s total email revenue, including one-off and continuous programs

SOLUTION

Dennis East International teamed with digital agency Whereoware to deliver personalized and behavior-driven automated emails to nurture more personal and sustainable brand experiences with their existing customers, long after an initial purchase. 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, are 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 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.

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