ATLANTA, July 21, 2009-Fabric.com, the world's leading online fabric store, has increased conversions and average order size by implementing a highly successful lifecycle email marketing program through Silverpop®, the world's only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers.
While previously distributing the same message to its entire distribution list, Fabric.com turned to Silverpop to assist in developing a program that was more closely aligned with customers' purchasing behaviors.
"Fabric.com buyers each purchase their products differently, so it was important to take into account individual purchasing behavior when communicating via email," said Melanie Coombs, e-mail marketing manager, Fabric.com. "We wanted to be able to create constant touch points with our customers and prospects throughout the purchasing lifecycle."
The retailer utilized the Silverpop Engage platform to initiate an email lifecycle campaign and a shopping cart abandonment program. Both strategies were designed to create a more relevant dialogue with customers. The lifecycle campaign more than doubled open and click-through rates, and conversions increased by 43 percent. Additionally, the cart abandonment emails resulted in a 20 percent increase in average order size.
"Fabric.com very quickly evolved its email marketing program from one-size-fits-all to one that speaks to the individual and truly engages them in a relationship," said Scott Voigt, vice president of marketing for Silverpop. "They now send messages that are not only relevant but are actually anticipated because they're helpful. By careful segmentation that enables Fabric.com to send triggered lifecycle campaigns in response to specific customer behaviors, the company enjoys significantly improved results, driving revenue and brand loyalty."
Fabric.com's lifecycle email marketing campaigns include messages focused around the anniversary of the customer's first purchase and the customer's birthday. The company also reaches out to previous customers who have not made a purchase in the past year and offers other groups "Secret Sales," "Deals of the Day," and new product announcements.
Through its shopping cart abandonment program, involving a Coremetrics LIVEmailTM integration with Engage, Fabric.com sends out two different series of triggered emails. The retailer automatically triggers messages to site visitors who abandoned their shopping carts within the last two days and offers them a strong, one-click call to action to return to their carts. Similar messages are also targeted to shoppers who bought a fabric swatch but didn't make a follow-up purchase.
"In addition to the impact on conversion and order size, these triggered campaigns enable us to plan better," Coombs said. "They bring in a steady revenue stream throughout the week and generate orders on a more even basis, which helps with warehouse workflow. We can accomplish a lot in the most hands-off manner possible. The power we have with Silverpop is fantastic."
Silverpop's Engagement Marketing suite helps turn prospects into customers, and customers into fans. Silverpop's Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging. Companies rely on the Silverpop EngageTM platform to create and manage multichannel marketing campaigns that reach millions of individuals-one at a time-enhancing lifetime customer value and brand loyalty. Silverpop's Engage B2BTM platform (formerly Vtrenz) seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return on investment. And Silverpop's strategic counsel, service and support helps clients with the precise level of training and advice needed to quickly improve campaign results and ROI. Silverpop makes it easy and affordable for marketers to create, automate and execute campaigns ... from first click to lifetime customer. With offices in the United States, England and Germany, Silverpop's engagement marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at www.silverpop.com.
Silverpop® is a registered trademark of Silverpop Systems Inc. Silverpop Engage and Silverpop Engage B2B are trademarks of Silverpop Systems Inc.
Fabric.com, Inc. is a leading online fabric store, offering custom measured and cut fabrics, as well as patterns, sewing tools and accessories. Fabric.com strives to maintain one of the largest online selections of apparel, home décor and quilting fabrics, while also rapidly expanding its inventory of sewing notions, sewing machines, needle arts supplies and craft supplies to better serve the online crafting community. Headquartered in Marietta, GA, Fabric.com was founded in 1999.