Route One
Route One increase revenue from email by 1500% using emarsys eMarketing Suite
Highlights
- Revenue from email increased by 1500%
- Deliverability rate of 99%
Since switching to emarsys we have seen an incredible improvement in results. After just one month of using their solutions and services, our deliverability rates increased from under 50 to over 99 percent and our revenue from email increased by an amazing 1500 percent, making email one of our most profitable promotion channels.
Neil Fitzpatrick, Ecommerce Manager, Route One
Customer Profile
Route One is UK’s largest provider of specialised skateboarding, snowboarding and BMX apparel. Most recently Route One became were named Best Independent Etailer 2011 at Drapers Etail Award.
Challenges
Route One started using emarsys’ eMarketing Suite platform in April 2011, switching to emarsys from another email service provider. The retailer was looking for a solution that would help them improve their email inbox delivery – deliverability rates with the previous provider were under the 50 percent mark.
The company also wanted to increase the relevancy of their emails. As a specialised skateboard, snowboard and BMX clothes retailer, Route One enjoys a diverse customer base with strong brand preferences. Route One wanted to be able to deliver the correct brand in the correct clothing line to their customers.
Solution
To better understand Route One’s challenges, emarsys completed a comprehensive audit
of their email marketing practices. Based on that, they gave Route One a consultation which involved strategy advice and a tactical breakdown of the improvements they could make.
To fix Route One’s email deliverability, emarsys used their deliverability monitoring platform Delivery Watch. The specialised email delivery platform equipped Route One with a comprehensive set of tools, including ISP delivery tracking, spam filter tests, blacklist monitoring. In addition, a dedicated emarsys deliverability account manager tracked the retailer’s email delivery on daily basis and advised on best practices.
To fine-tune their emails to the specific interests of their customers, Route One implemented the emarsys Link Categories – a feature that enabled them to profile their customers based on the product links they clicked on within an email. This gave Route One a solid base to start segmenting the database based on the specific purchase history and analyse click behaviour across all their emails. Route One now send personalised emails with targeted product offers to individual customers.
In addition, as part of the strategic plan developed for Route One by emarsys, they are implementing a number of steps to further optimise their performance, including:
- Customer segmentation based on the lever of customer engagement with the brand: active and inactive users
- Email and social media integration: data collection and cross-promotion through Facebook
- A triggered welcome campaign upon signup
- Split-run testing on creative and content
Results
After just one month of using emarsys’ solutions and services, Route One’s deliverability rates increased from under 50 to over 99 percent.
Most importantly, within a month of switching to emarsys, Route One’s ROI from email marketing increased by an amazing 1500 percent, making it their most profitable marketing channel.
According to Neil Fitzpatrick, Route One’s ecommerce manager:
emarsys’ account management and set-up has been flawless and they really listened to our business requirements. The emarsys solution builds up detailed profiles of who we are emailing, allowing us to send more relevant content which has increased response rates. The training and advice we have received has been second to none and we are really looking forward to expanding our email channel in a much more organic and focused manner with the guidance of the team at emarsys.
