Email Marketing Software and Services
CASE STUDY: Lensmart - Turning Abandoned Visitors into Buyers
CHALLENGE:
Lensmart is one of the most successful online retailers of contact lenses. Traffic to the site is targeted and the decision to purchase contact lenses is normally a quick decision, as many buyers are looking to refill an existing prescription. On a daily basis, approximately 10% of buyers abandoned the shopping cart for no apparent reason. The challenge was to capture these abandoned prospects and turn them into paying customers.
CAMPAIGN:
As all visitors are required to register prior to making a purchase, Lensmart had demographic information about the buyers who abandoned their purchases. It was determined to use email marketing to reach these prospects. After evaluating many products, Lensmart chose Broadcast software to manage its campaigns. Broadcast allowed them to create rich HTML messages that would highlight their commitment to 'Great Service. Great Value. Everyday.' With Broadcast they would be able to manage all aspects of the campaign, from personalization, to list management, to reporting.
Daily all demographic information from abandoned customers was collected and entered into Broadcast. Three days after each abandoned attempt, the prospect was sent a personalized email message encouraging them to visit the Lensmart site and complete their order. Three weeks later, a second email message was sent to those who did not complete an order.
RESULT:
More than 20% of the abandoned orders were fulfilled, resulting in additional $2000 in daily revenue. "We are very excited with the results of our email campaigns. This is revenue that we would have never realized without Broadcast and our email marketing approach. Broadcast paid for itself in our first day." says Nigel Brasok, president of Lensmart.
Mailworkz Solutions
Powerful web-based email marketing service. SimplyCast is a powerful multi-faceted online communication tool. Choose from email, survey or event communication formats, which are easy to personalize to meet your marketing needs. Our service gives you the tools to create, manage, and track results of your email marketing and much more! From $4.95 a month.
