Chiasso’s Revamped E-Mail Program Yields 35% Sales Gain

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.”