ATLANTA, November 21, 2005 -- In the same way golfers need to feel comfortable with the performance of a new putter before buying, the marketers at Golfsmith wanted a high level of comfort with an email service provider before selecting one.
"We looked closely at five of the major players," said Jamey Maki, Internet marketing manager at Golfsmith, a multi-channel retailer of golf and tennis equipment. "We tested all the vendor's software and found Silverpop was the most intuitively easy to use. Reporting capabilities, usability and logic regarding how to apply dynamic content seemed so much easier than any of the other vendors' products."
With 48 retail stores throughout the United States and a large and thriving catalog business, Golfsmith's email program needs to support both channels while generating its own revenue stream. With Silverpop, Golfsmith's email campaigns are generating substantial results. Maki said that by July of this year, email sales had already reached 2004 year-end totals.
"We send emails promoting special sales or events at the stores and announcing new products on our Web site," Maki said. "Because we couldn't properly segment our lists, some of our customers were getting two or three emails a week from us. Now using Silverpop's dynamic content capabilities, we can send one email to customers across the country and each receives only pertinent information."
In addition to segmenting by location, product preferences are collected, enabling campaigns to be tailored to alert customers about special promotions on items of interest. Golfsmith's emails drive business to both its Web site and to store locations with notices of special store promotions and coupons.
"This year has been really good for us," Maki said. "With Silverpop, we have been able to test email messages to determine what customers are most interested in and tailor the campaigns accordingly."
Golfsmith International Holdings, Inc., is a multi-channel retailer of golf and tennis equipment, merchandise and training for consumers and golf clubmaking businesses. To learn more, visit www.golfsmith.com.
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services, with offices throughout the United States and in the United Kingdom. For the second year in a row, in 2005 JupiterResearch ranked Silverpop as the email service provider with the highest overall value for emailers with lists of over 150,000 recipients. Jupiter's annual evaluation of email service providers said "Silverpop offers one of the most complete email marketing applications, and together with its very usable interface, makes an excellent value for marketers."
Silverpop provides email marketing to industry leading companies including Fossil, The Bombay Company, British Sky Broadcasting, Weather.com, Golfsmith and more. Best practices and white papers are available at www.silverpop.com.