The Bombay Company’s Winning Formula
Furniture and home accessories multichannel merchant The Bombay Company has made aggressive strides into e-mail marketing during the past two years. The results have been worth the effort, says Matt Corey, vice president of marketing and e-commerce.
The Bombay Company has 650,000 opt-in names on its e-mail list and successfully integrates its campaigns with those of its retail, catalog and e-commerce channels. Donna Loyle, editor in chief of Catalog Success, asked Corey to share the secrets of his success in e-mail marketing.
Catalog Success: What mechanisms did you use to go from 20,000 opt-in, or registered, e-mail names to 650,000 in only two years?
Matt Corey: We used our store personnel, online contests and promotions, and other methods. Early on we ran a registration drive. If customers signed up we’d give them 10 percent off their next order — for sales made within a certain time frame, of course. When customers realize they can get advance notice of sales and special offers, they usually say, “Sure, I’ll sign up for your e-mail list.”
Last year we used an e-mail append service in which we sent out all of our customer names, and that was helpful in building our e-mail list. And we have ongoing e-mail registration in which we leverage our store personnel for help.
CS: How did you convince store personnel to help gather names?
Corey: At first, some were a bit leery about it and thought the Web was a competitor to them, but they soon learned it wasn’t. Everyone uses the Web now for research, even our store associates.
Sometimes we’ll send an e-mail campaign, and within an hour, customers show up at the stores with their e-mail printouts in hand looking for the offer in the store. That has convinced store associates that e-mail is a great way to drive store traffic.