
Chiasso has stepped up its remail efforts as well, remailing to registered customers who didn’t open previous e-mails. The e-mails include a different subject line from the original message to be more engaging to customers. Chiasso is also using e-mail to reach customers who’ve abandoned shoping carts on its site. These bimonthly e-mails are sent with discount offers.
Chiasso’s efforts have paid off. The remail tactics have resulted in 443 additional sales, for a total of $36,016 from six remail campaigns, with a 55.7 percent conversion rate over a recent three-month period.
“We realize that sometimes people are busy and may skip over an e-mail, or a subject line isn’t attractive enough to them, or they just plain missed it,” Mehler says. “So we take the chance to remail, and we’re specific about it. I go through the list and I don’t just remail the entire file, I have selects and segments — people who’ve purchased in the past or who consistently open e-mails. I try not to mail the people who never open or have never purchased.”
For more about Chiasso, see the web-exclusive sidebar in our related content section above: “‘Targeting’ Creative Fuels Chiasso’s Growth.”
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- Bronto Software

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.