Tweezerman sees an overall boost in site engagement and conversion rate with optimized, seasonal email newsletters.
- Nearly 100% more effective at converting traffic than overall site
- 31% more email sales transactions than from all referral traffic
- 15% increase in pages per session
With recent launches of their G.E.A.R. men’s line and their sister company, Alessandro International, Tweezerman approached Blue Fountain Media for email marketing campaigns to promote their new product lines. Tweezerman hoped to retain and extend the lifetime value of past customers in order to grow overall sales. The goal of the email campaigns was to target customers during holidays with special promotions, and to segment email lists so that each subscriber received newsletters that contained specialized content and products that were relevant to them.
Blue Fountain Media worked closely with Tweezerman’s internal marketing team to create a monthly email campaign that focused on upcoming holidays, promotions, trends, and new product line launches. Tweezerman’s customers are not shopping constantly for tweezers or makeup brushes, so the monthly newsletters were created to engage and encourage users to get excited about the brand.
The emails were aesthetically designed to mirror the Tweezerman website's look and feel, to elicit brand recognition among customers and subscribers by including similar fonts and imagery. Stronger calls to action were also included within each campaign to encourage users to click-through to the website to get tips and more information on featured products. To improve Tweezerman’s email marketing campaigns over time, Blue Fountain Media also tracked email open and click rates, and how email traffic performed on the site.
When Tweezerman launched two new lines, G.E.A.R. and Alessandro International, Blue Fountain Media created new campaigns for both product lines, and segmented email lists to engage individual customers with the product line best suited to their needs. By having teaser content and products for each line cross-promoted in emails, Blue Fountain Media was able to integrate the marketing efforts to tie in each separate product line back to the Tweezerman brand.
By sending a friendly reminder to subscribers about Tweezerman during optimal shopping seasons and segmenting emails to proper demographics after the two new product lines launched, Blue Fountain Media’s innovative email marketing campaigns were able to account for 6% of Tweezerman’s overall sales, while also boosting their overall site engagement and improving their email conversion rate.
For example, the most recent Tweezerman newsletter (October 2014) generated a 200% increased conversion rate compared to the site average, a 16% increase in pages per session, and accounted for nearly 5% of all online transactions.
15% increase in pages per session
31% more email sales transactions than from all referral traffic
100% more effective at converting traffic than overall site traffic
6% of Tweezerman’s overall sales
The Latest Tweezerman Newsletter Generated: